Despite claims that the vegan movement is slowing down, research from Chef's Pencil shows that plant-based eating is still growing in popularity in various countries and cities around the world. Germany tops the list as the most popular country for vegans, followed by the UK and Austria. The study analyzed Google Trends data and found that high vegan search interest often correlates with strong retail availability and mainstream product penetration.

Interestingly, some cities in Central Europe, such as Budapest, have seen a significant rise in vegan popularity, with Hungary climbing to 11th place in the rankings. In the US, Portland remains a top vegan-friendly city, ranking third behind Bristol, UK, and Leipzig, Germany. Despite some fluctuations in rankings, the overall trend suggests that plant-based eating is culturally and commercially relevant on a global scale, even as the market goes through a reset.