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Plant power and silence of the brands: the incredible growth of veganism and what it means for brands.


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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.

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Plant power and silence of the brands: the incredible growth of veganism and what it means for brands.

  1. 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. 2. British people reporting as vegan 2016 vs. 2018 Veganism has grown 600% in two years Source: Mintel
  3. 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. 4. It’s not a fad, fads look like this: Interest over time. Source: Google Trends
  5. 5. Veganism shows long-term growth Interest over time. Source: Google Trends
  6. 6. Vegan Demographics Typically female and under 35 from ABC1 socioeconomic group Source: Vegan research panel
  7. 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. 8. The image of veganism
  9. 9. Demographics graph This is a purpose-driven trend
  10. 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. 11. d Instagram image is aspirational…
  12. 12. Full of perfectly framed, sexy, food shots
  13. 13. And rich in grassroots influencers
  14. 14. Newbies are welcomed and supported
  15. 15. Low commitment tryouts are encouraged
  16. 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. 17. Responding to the trend
  18. 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. 19. Be like Pret a Manger • Inclusive approach • Crowdsourced ideas • Field-tested product development via ‘pop-ups’ • 15% YoY growth
  20. 20. Use influencers intelligently Develop content with popular influencers to ensure brand safety and effective messaging
  21. 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. 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. 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. 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. 25. Dinosaur Creative communications Manchester M4 1FR T: 0161 831 0831 Web: Twitter: @dinosaur_co_uk