Israel-based Victory Supermarket Chain, Ltd., will open vegan departments across 60 to 70 percent of its store locations. The departments will feature an assortment of vegan products organized in a way to attract younger shoppers, who CEO Eyal Ravid said are responsible for the rising demand for vegan food at the supermarket. “Obviously, in cities like Tel Aviv, Herzliya, Haifa, and Beer Sheva, where there are more students, interest is greater,” Ravid told local media outlet Globes. “The vegan trend is spearheaded by young people, and this is bringing new customers.” The market first introduced a vegan department pilot program to 10 of its locations and found that sales of its vegan products increased by 49 percent in the first quarter of 2018 from the same time period in 2017. Victory also launched a loyalty program specifically directed at vegan customers and has thus far attracted 4,000 members. Supermarkets across Europe, particularly Sainsbury’s, Tesco, and Asda in the United Kingdom, have continued to add products to their vegan lines to capitalize on demand for plant-based foods.