Vegan food brands can maximise their potential by targeting flexitarians

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 08, 2020, 10:36 AM UTC

While “true vegans” may want to stand out, flexitarians will drive the vegan revolution.

This article comments on the rise of veganism, vegetarianism and flexitarianism. The author opines that food brands should respond to this growing group in a meaningful way and steer away from “worthy, elitist messaging” while maintaining positivity.

Citing KFC’s vegan “chicken” burger as an example, the author says that many vegans wouldn’t enter an establishment that sells meat. However, even if a fraction of the world’s fast-food consumers went meat-free, it would have a greater impact than all vegan brands combined.

To maximise their potential, vegan brands must respond to the needs of flexitarians through the right brand and packaging strategy. Along with transparency and honesty, brands must also “celebrate” the health and environmental benefits of their product.

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