Neo-tribe is a fluid community in modern societies exemplified by consumer groups. The article analyses the veg-community in Saint-Petersburg and discusses the boundaries of this urban fluid community. The case study was held in Saint-Petersburg. The «cultural food repertoire» notion was used to describe the veg-community. Based on the analysis of veg-repertoires, the boundaries of the community were demarcated through the definition of «close ones», «others» and «aliens». The article presents four types of veg-nutrition cultural repertoire: animal care, healthy lifestyle, religious development and self-development. Omnivores included in the practice of ethical consumption are defined as «others» by members of the veg-community. And omnivorous, hedonistic-oriented consumption is seen as «alien». The analysis suggests that communities formed among young people have a critical consumption basis.