Is eating vegan expensive? Part One.

Colleen Gray-Hewett Blog

There is a prevalent myth that eating vegan is for the privileged.  That somehow letting go of consuming all animals products means groceries suddenly cost more.  I can’t say who started the rumour, but today let’s look at perhaps why there is the confusion about the cost of eating plant-based.

Here are the three things I hear most often as to why becoming vegan is for the wealthy:

  • Supplements: That when you eschew eating animals you somehow need to make up for something lost with vitamins and supplements.  And supplements can indeed be expensive.  But there are two counters to this one:
  1. When you move to a whole food plant based diet, your nutrient intake goes up so the only supplement 100% needed (and this is now advised for all people, not just vegans due to the degradation of our soil) is Vitamin B12.  This is a very cheap vitamin.  Under $10 for a bottle that will last 3 months.  I’m not sure why one would think vegans need to make up for eliminating saturated fat, GMO crops (which all animals are fed), hormones, antibiotics etc. Rather oxymoronic! It is the prevalence of high animal product intake and the processed food sector that are leading to the exponential growth of chronic illnesses that lead people to supplements and pharmaceuticals.  A healthy vegan diet will lead you away from disease and dependence on drugs or a supplement which are definitely bottom line focused.  Read this piece from Grand View Research Inc.                                                                                                         

“The global dietary supplements market is expected to reach USD 278.02 billion by 2024, at a CAGR of 9.6% from 2016 to 2024, according to a report by Grand View Research, Inc. Rising obesity rates in developed economies including the U.S. and Germany as a result of fluctuating dieting patterns along hectic work style among adults is expected to prompt the spending on nutritional supplements.

Over the past few years, the high adoption rate of fast foods along sedentary lifestyle in emerging economies including China and India has led to the increase in the prevalence of cardiovascular disorders, diabetes, and obesity. As a result, the individuals among high socio-economic and upper-middle-class income groups are expected to perceive the nutraceuticals including dietary supplements as the alternatives to prescribed drugs.

Vitamin supplements market revenue was more than USD 50 billion in 2015. Rising application of sports-related supplements for old-aged groups coupled with targeting the supplements against muscle wastage and maintenance of healthy joints is expected to have a strong impact on vitamin ingredient category in the near future.” (note: no mention of vegans as a target market)

2. Given that vegans still make up a tiny (<5%) portion of the population, the supplement market is making its killing on the 95% who aren’t vegan.

  • Superfoods:
    • Over the past several years, a whole category of food has emerged that we call “superfoods” for their purported abilities to basically hack into something special within our bodies – like antioxidant, energetic, adaptogenic, disease protection, etc.  These could include chia, hemp, spirulina, chlorella, maca, mushrooms like chaga, lions mane, turkey tail, and reishi, moringa, goji berries, acai, bee pollen, and so forth.  It is perhaps because vegans are seen as more health conscious that superfoods are associated with eating vegan but again, the market is not vegans – it is everyone who wants to buy into the benefits that may or may not be worth the money.  Ounce for ounce or gram for gram, superfoods tend to be very expensive.  To eat a healthy, life giving plant-based diet does not require a superfood unless you call greens, berries, potatoes, etc superfoods (which they are!).  I do use a few ‘superfoods’  but not because I’m vegan.  The target markets include athletes, anti-aging, brain hackers, and the chronically ill.
  • Transition Foods:
    • Vegan ‘meats’ and ‘cheeses’ and other specialty items can be equal to or more costly than non-vegan options (for example, Vegenaise mayo is a couple dollars more than Miracle Whip and a high quality veggie ground is more than ground beef).  The key here is to think of these items as specialty items that you only consume once in awhile or in small amounts. For some people transitioning to a plant-based diet, the vegan ‘meat’ products can be helpful – such as a Beyond Burger – or when feeding omnivore friends and family to show that there is a plant-based alternative to everything.  There are some really well-done products out there to experiment with so do that, but not as your diet mainstay.  Often these products are quite processed so like any diet, you want to minimize this.  Go ahead and put together a Blue Heron or Miyoko cheese plate when guests are coming over or have some PlantBase BacUN for Sunday breakfast on your avocado toast. Here is where I can advise that moderation is key for health and $$.

Three big reasons why the myth that eating vegan is expensive persists that I hope you no longer buy into.  I will post Part II – a primer on eating vegan cost-effectively tomorrow.

 

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