Put the word "vegan" into a popular search engine and there are almost as many results as the word "vegetarian".
Cafes and restaurants point out their vegan options and there are an enormous range of products touting their status as being "cruelty-free".
Vegans use no animal products; so that's no meat, eggs, dairy products or honey and they also avoid the use of leather, cosmetics or soaps which are made with animal products.
This coming Sunday Auckland will host a vegan food fair at the ASB Showgrounds, featuring around 50 exhibitors. Two of its organisers are Daniel Ariyani and Craig Neilson.
They talk to Kathryn Ryan about why they have made this dietary choice.