The mainstreaming of vegan foods is having a profound impact on new product development. An Innova Market Insights analysis of new food & beverage launches with a vegan positioning found an average annual growth rate of +45 percent globally (CAGR 2013-2017). Over four times as many products featuring a vegan positioning were tracked in 2017, when compared to 2013. New products with a vegan positioning increased their market penetration in Europe from just 1.5 percent in 2013, to 7 percent in 2017. In the US, the rise was also strong, from 4 percent in 2013, to 7.5 percent in 2017.