Is the millennial obsession with going 'vegan' over? trends now

For years, they've berated meat-lovers, desperately trying to convert everyone to the to the sacred church of veganism.

Yet the millenial-driven obsession with all things plant-based might now be dying a slow death.

Household brands are starting to ditch their eco-friendly offerings due to a lack of sales. 

First it was Pret, which closed half of its vegetarian and vegan-only stores, after admitting many customers don't see themselves as 'full-time vegetarians'.

Then Nestle joined in, pulling two of its plant-based brands from shops in the UK following lacklustre demand.

And now Innocent. The drinks company has scrapped its dairy-free milk range after, joking that just five people had brought the beverage.

Experts say Brits may now be realising that going plant-based 'doesn't have to be all or nothing' and that it is healthy to include a some meat and fish in their diet.

The exact numbers of vegans now in the UK are almost impossible to establish, but rates have soared.

One suggested around 600,000 people are currently believed to be on a plant-based diet, while another in 2021 said almost one-in-three Brits used alternative milks.

Veganism's global appeal has, in part been inspired by celebrities including pop singers Ellie Goulding, Lizzo and Billie Eilish, who have spoken publicly about their plant-based diets.

Some take up the diet for health reasons, with studies showing that going plant-based reduces the risk of heart disease, strokes and type 2 diabetes, as well as lowering blood pressure and cholesterol and promoting a healthy body weight.

Others become vegan for environmental reasons, as industrial-scale farms for meat and dairy production contribute to greenhouse gas emissions.

People in their droves turning to veganism, has inspired a whole market of strange offerings like cashew milk mozzarella, organic jackfruit and flakey nutritional yeast. 

However, those avoiding meat can be at risk of deficiencies of key vitamins such as iron, b12, calcium and zinc — which are found in high levels in red meat, fish and dairy products.

So has millennials' love for veganism suddenly soured?

'I think many people are finally realising that health doesn't have to be all or nothing; you can eat a plant-based diet without being fully vegan, and that including small amounts of both meat and fish within the diet can be healthy,' Nichola Ludlam-Raine, a specialist registered dietitian told MailOnline. 

'Red meat in small amounts for example is a great source of easy to absorb iron — needed for energy — white fish provides iodine — for metabolism — as well as lean protein, and oily fish is abundant in heart healthy omega 3 fatty acids.

'The issue with some vegan products is that they are far from being a healthier alternative.'

Vegan cheese can contain up to a third of a person's daily saturated fat allowance, while some dairy free ice creams can contain a third more sugar than their dairy counterparts but half the protein.

Some plant based yoghurts can also contain up to double the calories of their non-vegan alternatives. 

On top of this, plant-based options are not always fortified with the vitamins and minerals they are missing. 

Ms Ludlam-Raine added: 'Many vegan products seem to have a health halo around them.

'But just because they are meat-free it doesn't mean you can ignore the ingredients list, which is where the information lies regarding the health of the product.'

Innocent — known for its popular fruit smoothies — announced it was scrapping its dairy free milk range after disappointing sales. 

The £1.85 products — which come in hazelnut, coconut and almond flavours — will no longer be available as of April.

'We know some of you really love our coconut, hazelnut and almond drinks, so we wanted to say a big thanks for buying them. We really appreciate all five of you,' the company said in a statement. 

Earlier this month, Nestlé also announced it was pulling its plant-based Garden Gourmet and Wunda brands from retail in the UK and Ireland, following lacklustre sales. 

While Garden Gourmet comprised meat-free burgers, mince and sausage, Wunda is a pea-based milk alternative.

In a statement Nestlé said: 'The UK plant-based market is very crowded and competitive and the last two years have been particularly challenging.

'Launching a new brand is always a complex process, balancing risks with opportunities. 

'Despite the investment we've put behind those new brands, we have learnt that establishing and scaling of new brands would require more investment over a longer period of time than originally anticipated.'