600% growth in two years. That's more than a blip. With Dinosaur's extensive heritage in food, FMCG, health and fitness marketing, we've been looking at what this trend means for brands and how you can profit from it.

1. Plant Power and the silence of the brands
How can food, retail and FMCG brands profit from the vegan surge?
Insights
August 2018

2. British people reporting
as vegan 2016 vs. 2018
Veganism has grown 600% in two years
Source: Mintel

3. 28% of British people
report reducing their
meat intake in the last
six months.
There are four ‘flexitarians’ for each vegan
Source: Mintel

4. It’s not a fad, fads look like this:
Interest over time.
Source: Google Trends

5. Veganism shows long-term growth
Interest over time.
Source: Google Trends

6. Vegan Demographics
Typically female and under 35 from ABC1 socioeconomic group
Source: Vegan research panel

7. Veganuary’s 2018 ad spend of £82,000 yielded 162,000
signups
That gives an astonishingly low Cost Per Conversion
(CPC): around 50p
This is not a saturated market
And the market is underserved

8. The image of veganism

9. Demographics graph
This is a purpose-driven trend

10. Vegan A-listers include: Leonardo DiCaprio,
Stevie Wonder, Anne Hathaway, Brad Pitt, Beyoncé,
Serena Williams, Madonna, Will.I.Am, Miley Cyrus, Ariana
Grande, Casey Affleck, Jennifer Lopez, Jessica Simpson,
Jay-Z, Moby, Michelle Pfeiffer, Woody Harrelson, Thom
Yorke, Alicia Silverstone, Ellen DeGeneres, Alanis
Morissette, Alec Baldwin …
Celebrity support gives high-status boost

11. d
Instagram image is aspirational…

12. Full of perfectly framed, sexy, food shots

13. And rich in grassroots influencers

14. Newbies are welcomed and supported

15. Low commitment tryouts are encouraged

16. Making veganism aspirational
1. Desirable and attractive presentation
2. Health and psychological benefits
3. An army of image conscious fans and
high-status role-models
4. Support for beginners
5. Reduced buy-in commitment

17. Responding to the trend

18. Don’t be like Marks & Spencer
‘Greenwashing’
or a poorly thought-
out approach will be
very publicly ridiculed
by a sophisticated,
PR-savvy audience

19. Be like Pret a Manger
• Inclusive approach
• Crowdsourced ideas
• Field-tested product
development via
‘pop-ups’
• 15% YoY growth

20. Use influencers intelligently
Develop content
with popular
influencers to
ensure brand
safety and
effective
messaging

21. And ensure your social game is on point
“Call it Gary or something,
just don’t call it cheese
because it’s not cheese!”
Sainsbury’s nimble social
team rebranded its vegan
‘cheese’ as ‘Gary’ after a
customer’s Facebook rant
went viral. People loved it.

22. How to respond
Understand what delights and enrages your audience.
They’re media savvy and not afraid to take on big brands.
1. Field-test your proposition and messaging
2. Be socially focused.
3. Be inclusive. For every vegan there are four flexitarians
4. Don’t greenwash or espouse a brand-purpose that isn’t
100% genuine

23. But, do respond
Get it right and the opportunity is there to grab a
slice of a highly desirable and rapidly growing new
market segment.
This is a great chance to grow your brand,
so lay your plans with care and go for it.

24. Dinosaur is an independent creative communications agency.
We pride ourselves on making emotional connections with
cut-through campaigns based on genuine insight.
We know this is only possible because of the relationships we
have with our clients. For 21 years, we’ve been building honest,
long-standing partnerships with national brands including
Co-op, Adidas, Wagamama, The Gym and Brother.

25. Dinosaur
Creative communications
Manchester
M4 1FR
T: 0161 831 0831
Web: www.dinosaur.co.uk
Twitter: @dinosaur_co_uk