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In recent years, Germany has been noted for the vigorous growth in the numbers of vegetarians and vegans throughout the country. According to data released in 2016 by the Non- Governmental Organization (NGO) known as the European Vegetarian Union or EVU, nearly ten percent of the German population has gone meatless. This is claimed to be one of the highest rates of vegetarianism among European countries. According to a report released by UK based global research agency Mintel, in their Global New Product Database, Germany was the leading market for new vegan food and drink products in 2016, which accounted for 18 percent of all new vegan products and services launched worldwide.