By their very nature, consumer trends evolve and shift all the time. For the food industry, differentiating what’s a short-term fad versus a long-term mega-trend can be the difference between success and failure.

Over recent years, the vegan movements in Ireland, the UK and further afield have become increasingly noisy and are running attention-seeking campaigns targeted directly at animal farming. This new phenomenon has left many farmers and food businesses scratching their heads and asking themselves if veganism is an actual threat that’s here to stay or just a passing fad.