In relation to the existing population around the world consuming vegan products, this somehow shows that more people are converting to vegetarians due to various reasons. Therefore, there is an opportunity to expand the business operation in new markets and grow the market shares in the existing ones. This study aims to determine if, through investigating in vegan products, companies can grow the current market shares or penetrates new markets. The specific objectives of this study are: to identify groups that are interested in vegan products; identify the reason why people switch to vegetarianism; establish the general understanding of vegetarianism; identify the reasons for consuming vegan products and assess the effect on a company’s turnover after investing in the vegan industry. The researcher chose this topic not only because it is necessary in the field of business, but also in the reason that it is relevant in the international community, in the sense that this study has an effect to any country’s economy. This topic may also be interesting to those who want to be vegetarians, for this study will give them additional knowledge. This will enable them to know if these vegan products are healthy or not, concerning each person’s health condition. 6. Literature Review A nationwide poll conducted in April 2006 by Harris Interactive reported that 1.4% of the American population is vegan, in that they eat no meat, fish, dairy, or eggs. Vegan diets are growing in popularity today among teenagers and youth, especially females. For many vegans, nutritional choices center around taking better care of the earth’s resources and the environment, ethical issues about animal care, the use of antibiotics and growth stimulants to produce animals, the threat of animal-borne diseases, and the health advantages of a plant-based diet. In addition, the potential of allergies from dairy products and lactose intolerance have fueled the popularity of soy-based dairy substitutes. In addition to this, in an article entitled Becoming a Vegetarian published in October 2009, it stated that People become vegetarians for many reasons, including health, religious convictions, concerns about animal welfare or the use of antibiotics and hormones in livestock, or a desire to eat in a way that avoids excessive use of environmental resources. Some people follow a largely vegetarian diet because they can’t afford to eat meat. Becoming a vegetarian has become more appealing and accessible.Approximately six to eight million adults in the United States eat no meat, fish, or poultry, according to a Harris Interactive poll commissioned by the Vegetarian Resource Group, a nonprofit organization that disseminates information about vegetarianism. Several million more have eliminated red meat but still eat chicken or fish. About two million have become vegans, foregoing not only animal flesh but also animal-based products such as milk, cheese, eggs, and gelatin.Traditionally, research into vegetarianism focused mainly on potential nutritional deficiencies, but in recent years, the pendulum has swung the other way, and studies are confirming the health benefits of meat-free eating. Nowadays, plant-based eating is recognized as not only nutritionally sufficient but also to reduce the risk for many chronic illnesses. According to the American Dietetic Association, “appropriately planned vegetarian diets, including total vegetarian or vegan diets, are healthful, nutritionally adequate, and may provide health benefits in the prevention and treatment of certain diseases.”Also, Le & Sabate (2014) proved in their study of Beyond Meatless, the Health Effects of Vegan Diets: Findings from the Adventist Cohorts that the vegetarians, those who avoid meat, and vegans, additionally avoiding dairy and eggs, represent 5% and 2%, respectively, of the US population. A recent Gallup Poll conducted in July 2012 reported that 5% of the American adult population is vegetarian. Only 2% reported adopting a vegan diet, in that they abstain from meat, fish, dairy, and eggs. The attitudes towards vegetarianism have gained better acceptance; however, the percentage of Americans who consider themselves to be vegetarians is largely unchanged since 2001. For many individuals, the choice for adopting a vegetarian diet stems from various reasons including religious and ethical considerations, environmental impacts, and health benefits of a plant-based diet. About three decades ago, the position statement of American Dietetic Association showed reasonable doubts about the nutritional adequacy and benefits of vegetarian diets. However, the committee has changed its positions on vegetarian dietary recommendations. This is the results of much research on vegetarian diets in the past 30 years. The increased number of publications on vegetarian nutrition and major contributions in nutritional epidemiology have contributed to better understanding of the connections between diet and disease. Studies of Adventists have provided compelling evidence that well-balanced vegetarian diets are nutritionally adequate, and associated with lower risk of chronic diseases.7. Research Methodology Based on the information gathered, most of the consumers of vegan products come from the United States. Approximately six to eight million adults in the United States eat no meat, fish, or poultry, according to a Harris Interactive poll commissioned by the Vegetarian Resource Group, a nonprofit organization that disseminates information about vegetarianism. Several million more have eliminated red meat but still eat chicken or fish. About two million have become vegans, foregoing not only animal flesh but also animal-based products such as milk, cheese, eggs, and gelatin. In addition to this, vegan diets are growing in popularity today among teenagers and youth, especially females. In considering these details, people who are converting to vegetarians are increasing because of various reasons such as for health advantages, concern to earth’s resources and the environment, ethical issues about animal care, the threat of animal-borne diseases, and often because of religious or spiritual reasons. This shows that religion or spiritual beliefs affect people’s decision of consuming only vegan food. Traditionally, research into vegetarianism focused mainly on potential nutritional deficiencies, but in recent years, the pendulum has swung the other way, and studies are confirming the health benefits of meat-free eating. Nowadays, plant-based eating is recognized as not only nutritionally sufficient but also to reduce the risk for many chronic illnesses. According to the American Dietetic Association, “appropriately planned vegetarian diets, including total vegetarian or vegan diets, are healthful, nutritionally adequate, and may provide health benefits in the prevention and treatment of certain diseases.”Vegans avoid foods produced using animals, but then they still need to ensure that the complete spectrum of their nutritional needs are met. This means eating a balanced selection of food to get their daily nutritional requirements of zinc, iron, calcium, and protein – the vitamins that we usually get from animal source foods. This supports that there will still be no difference in the consumption if the products were organic. Moreover, there is a rising consumption of vegan products and this was supported by an article published last June 2017, it says that veganism has grown 500% since 2014 in the United States. Veganism is growing rapidly around and the world, and now they know that six percent of Americans identify as vegan – up from only one percent in 2014 according to a highly regarded industry report released this month. The increasing number of Vegans around the world will also mean an increasing consumption of the vegan products. Therefore, it shows that these people are evidently the consumers that are willing to pay for these products. The information gathered can also prove that these type of products are always healthy. As long as the person’s nutritional requirements are met, a plant-based diet which uses vegan products can offer a huge range of health benefits. These benefits pertain to the nutritional benefits and disease prevention. Some of the nutritional benefits a person can get from a vegan diet full of foods such as fruits and vegetables, whole grains, nuts, beans and soy products are Reduced saturated fats because dairy products and meats contain a large amount of saturated fats. By reducing the amount of saturated fats from the diet, a person will improve her health tremendously, especially when it comes to cardiovascular health. Another is Carbohydrates, Carbohydrates provide energy for your body. When a person do not have enough carbohydrates, Her body will burn muscle tissue. Others are Fiber, Magnesium, Potassium, Folate, Vitamin C, and Vitamin E. Eating a healthy vegan diet has shown to prevent a number of diseases. One of these diseases that a person can avoid is the Cardiovascular disease. Eating nuts and whole grains, while eliminating dairy products and meat, will improve your cardiovascular health. A British study indicates that a vegan diet reduces the risk for heart disease and Type 2 diabetes. Vegan diets go far in preventing heart attack and stroke.Knowing the benefits that a person can get from vegan products, the next focus will be the vegan meals they can prepare out of these products. Since, veganism is already growing rapidly all over the world, different restaurants from the different countries were also encouraged to serve vegan meals. In an article published last August 2017 entitled Top Vegan Cities In The World, they have compiled a list of the top 10 most friendly vegan-friendly cities worldwide. These are San Francisco in California, Portland, Tel Aviv in Israel, London, Singapore, New York, Taipei, Warsaw, Los Angeles, and Berlin. There are over 38 fully-vegan places within the San Francisco metropolis, as well as a highly progressive attitude towards vegan culture here. While in Israel, considering that it has the highest percentage of vegans globally with an estimated 5 to 8 percent of the entire population being vegan, the majority of whom inhabit Tel Aviv. Most of the 25 fully-vegan restaurants in Tel Aviv serve a combination of Israeli/Middle Eastern/Mediterranean cuisine with some western influence. The first vegan cafe in Tel Aviv was Anastasia, which is best known for its amazing breakfasts. On the whole, the increasing consumption of vegan products, the benefits that a person can get from these products, the different restaurants all over the world that serve vegan meals and the number of people converting to vegetarians and considering their reasons, the study proves that investing in vegan products is worthwhile. This will give an opportunity to expand the business operation in new markets and grow the market shares in the existing ones.