Bratwursts and kebabs may be par for the course in Germany, but no other country in Europe has seen such a sharp rise in vegans over the last ten years. As plant-based offerings continue to skyrocket and consumers seek sustainable food options, what can brands do to cater for this vegan culture?

In Germany, men's uptake of vegan diets is considerably lower than women's. To increase adoption, 'vegan bro' influencers have curated impressive physiques to show how masculinity and veganism can co-exist. But with changing notions of masculinity, the aesthetic is losing its relevance.

Young daters are looking to form genuine connections with one another, and general dating apps aren’t meeting their needs. For people with strong values and interests, like veganism, an app like the meatless matchmaker Grazer is one way daters can connect with like-minded people.

The Body Shop has become the first global beauty brand offering 100% vegan product formulations certified by The Vegan Society. With confusion and inconsistency around ESG terminology, as well as scepticism around greenwashing, transparency and clear communication can appeal to values-led consumers.