This papers topic is the process of changing ones eating habits to a vegetarian/vegan diet. This process of change, embedded in everyday life and personal social relationships, was analysed by means of empirical qualitative research. Results identified ‘integration into everyday life and ‘dealing with people's reactions as two main areas of interest. As a part of this, challenges, strategies, as well as resulting consequences could be determined. Furthermore, the influence of everyday life structures, social relationships, and societal context of the process were analysed. This process of dietary change, results in an ‘individualised, alternative dietary choice. The individual characteristic can especially be observed in how people act in social situations (e.g. if and which dietary exceptions are acceptable). Moreover, the interviewees in this study (as opposed to other previous research) were hardly integrated into like-minded social circles. Key factors for a successful dietary change, are the following: It is essential to prioritise eating and food related issues, when initially changing ones habits; a supporting partner (ideally one's life partner) should be found; and for more support, the use of various media resources (e.g. books, internet) is vital. The current societal framework (e.g. products on offer, discourse, social media) seems to make it easier to take up a vegan diet immediately - without preceding vegetarian phases. Looking at the results using the concept of “Daily conduct of life” (“Alltägliche praktische Lebensführung”, Voß 1991), it can be said that the ‘conduct of life seems almost unchanged, with the adoption of a new diet. More profound changes only occur when changing ones way of eating is part of other major life changes (such as new living arrangements, a new relationship and so on). These changes then can have a positive influence on the process of dietary change.