Mexico's Vegan Market is Expected to Take Off

Mexico’s large vegan population represents a niche opportunity for companies and new entrepreneurs in the food sector. Market research highlights that the value of the vegan industry could skyrocket in the country.

In recent years, Mexico has experienced a significant increase in the adoption of plant-based diets. Statista points out that Mexico has the second largest population following a plant-based diet, with 9% vegans and 19% vegetarians, only behind India, which recorded 9% vegans and 29.5% vegetarians. Mexico’s vegan market stands at US$389.1 million but could reach US$714.4 million by 2030, according to data from Horizon Grand View Research.

Mexico has the largest number of vegan consumers in Latin America, followed by Brazil and Peru, according to a study conducted by Nielsen. The vegan market in the region is expected to grow by around 30% between 2025 and 2030, driven by nutritional benefits, animal welfare, and the reduction of environmental impact.

Many establishments in the country offer plant-based options. Mexico ranks second in Latin America in restaurants offering plant-based meals, with a total of 3,138 establishments, reports a 2023 study by Veganuary and Happy Cow. 

The rise in popularity of this diet has opened the door for large multinational companies to focus on conquering this market. For example, Unilever is exploring a partnership with Burger King to supply alternative meat for the classic Whopper burgers through Vegetarian Butcher, says Adelma González, General Director, Unilever Food Solutions Mexico and Northern Latin America. The company’s goal is to sell US$1.5 billion in plant-based products globally by the end of the decade.

Gustavo Lara, Vice President of Marketing, Danone, says that the market for beverages made from plant-based proteins is growing at over 17%. Nonetheless, Lara explains that the segment still has low penetration in Mexico. “In all households, there is a liter of animal-based milk, but only 15% of them buy plant-based products at least once a year. This shows that the potential is enormous compared to markets like the United States or some EU countries, where penetration can reach 50%,” he tells Expansión.

A study by the Vegan Entrepreneurs Association in Mexico (AEVM) estimates that 30% of Mexico’s population can be considered flexitarian, meaning someone who follows a predominantly vegetarian diet but occasionally includes meat, fish, or other animal products. According to a Nielsen survey, 9% of the population in Mexico self-identifies as vegans, 19% as vegetarians, and an additional 15% as flexitarians.

Cavazos says that a crucial aspect for the sustainable development of the vegan market is local production, which is why the association focuses on helping entrepreneurs overcome barriers such as distribution and access to points of sale. “We want vegan food to be accessible and part of everyday options, not a luxury,” she says.

AEVM has achieved collaborations with the Ministry of Economic Development of Mexico City to provide entrepreneurs in the sector with funding and visibility. “We hope the new administration will put innovation and sustainability on the agenda,” says Cavazos.