Most recently, during the 2010s, veganism has entered mainstream culture and is increasingly identified as a major diet style. Increasing concerns for the environment, animal welfare, and health have been synonymous with a marked increase in vegan-friendly food outlets, new vegan products, and plant-based meat imitations. The market for plant-based alternatives is flourishing while diluting the purpose and benefits of whole-foods, plant-based nutrition to an extent. Vegan diet now has a variety of junk food options available, so as to allow non-vegans to make a switch easy.