"The fast food giant, the luxury restaurant and the grocery store on the corner – everyone is betting on vego. No one has escaped the green wave sweeping Stockholm's food supply… From a militant movement focused on activism to a lifestyle that many can identify with… June 9 it is time for the Vego Fair in Stockholm, for the eleventh year in a row Read the article The phenomenon is interesting. The Youth Barometer has interviewed 23,000 young people between the age of 15-20 about their attitude towards vegetarianism and concluded that (as SvT News summed it up on January 23, 2018): "Many young vegetarians eat meat sometimes."

"Food is the clearest identity marker for young people right now. Values associated with being vegetarian are so central to many young people that they feel like "vegetarian" without actually being, says Lovisa Sterner, lifestyle expert at the Youth Barometer.