As World Vegan Day approached on November 1, a Russian food company carried out a survey to better understand shifting eating habits among a broad cross-section of 1,278 participants. The study, conducted under the umbrella of a project focused on future food technologies, sheds light on why many Russians are moving away from meat and animal products. The results reveal a mix of health concerns, compassion for animals, and a desire to optimize personal wellness as driving forces behind dietary choices.
According to the findings, 8% of respondents have already eliminated animal products from their daily diets entirely. A separate 13% permit occasional poultry consumption, indicating a transition stage rather than a fixed dietary category. In total, 25% of those surveyed have partially or fully given up meat. Notably, a substantial portion of individuals who have not yet adopted vegetarian or vegan lifestyles—66%—express interest in reducing or stopping the intake of animal-derived foods in the near future, signaling potential for further shifts toward plant-based options among the population.
Several key motivations emerge for these dietary changes. Nearly half of the participants (46%) report a need to adapt their diets due to severe allergies and intolerances to animal-origin foods, a practical constraint that steers choices toward plant-based substitutes. Health concerns also play a significant role for 23% of respondents. This health-driven cohort shows a trend toward cautious, preventive food choices, with older adults—those aged 56 and over—expressing heightened worry at 28%. Younger generations, by contrast, appear more motivated by empathy for animals, with 15% citing this factor as a reason to explore vegan or vegetarian paths.
Geographic patterns emerge in the adoption of plant-based lifestyles. A notable share of supporters resides in major regions, with higher proportions found in central and industrial hubs. In several cities, the commitment to plant-based living is especially pronounced, with a majority of respondents within those locales identifying as proponents of plant-based diets or actively choosing plant-based options during traditional fasting periods, such as Lent. In another common consumer behavior, some participants prefer vegan substitutes over conventional meat products. For example, residents in large metropolitan areas have shown a preference for plant-based cutlets, and other popular products include vegan nuggets, meatless meatballs, and sausages that mimic traditional flavors and textures.
Industry observers note a growing demand for plant-based dairy alternatives, including oat and coconut beverages, which have seen increased interest in the first half of a recent year. This trend aligns with broader shifts toward dairy-free options and showcases how the market is expanding to meet diverse dietary needs and ethical preferences. The rising interest in plant-based milks is often linked to concerns about health, sustainability, and animal welfare, as well as the desire to diversify breakfast, coffee, and dessert choices with non-dairy products.
Experts and researchers continue to explore how advertisement and media messaging influence dietary choices. Some psychologists suggest that persuasive communication can shape attitudes toward veganism, particularly among men who may be exposed to targeted campaigns. The evolving discourse around plant-based eating intersects with social, psychological, and nutritional dimensions, reflecting a broader movement toward mindful consumption and informed food decisions that many consumers now consider as part of a healthier, more compassionate lifestyle.