{"id":4390,"date":"2022-01-19T19:39:08","date_gmt":"2022-01-19T19:39:08","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/01\/19\/13-unusual-vegan-foods-marketing-ideas-part-1\/"},"modified":"2022-01-19T19:39:08","modified_gmt":"2022-01-19T19:39:08","slug":"13-unusual-vegan-foods-marketing-ideas-part-1","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/01\/19\/13-unusual-vegan-foods-marketing-ideas-part-1\/","title":{"rendered":"13 Unusual Vegan Foods Marketing Ideas (Part 1)"},"content":{"rendered":"

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I am a fairly recent convert to vegan foods. To many, veganism or plant based eating may come across as a fad. While some may indeed be following it out of FOMO (Celebrities are converting, let me try it too); majority adopt it for one of 3 reasons:\u00a0<\/span><\/p>\n

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  1. \n

    They want to save the planet<\/strong><\/h4>\n<\/li>\n<\/ol>\n

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    \u201cA study published in New Scientist magazine shows that each person can reduce the amount of greenhouse gases that his or her diet contributes to climate change by up to 60 per cent\u2014just by going vegan.\u201d \u2013 <\/span>Downtoearth.org.in<\/span><\/a><\/em><\/p>\n

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    2. They want to save animals<\/strong><\/span><\/h4>\n

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    \u201c<\/span>Did you know that every vegan saves nearly 200 animals per year? There is simply no easier way to help animals and prevent suffering than by choosing plant-based foods over <\/span>meat<\/span><\/a>, <\/span>eggs<\/span><\/a>, and <\/span>dairy \u201cproducts.\u201d<\/span><\/a> \u2013 <\/span>Peta<\/span><\/a>\u00a0<\/span><\/em><\/p>\n

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    3. They want to improve their health<\/strong><\/h4>\n

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    \"improve

    Source : <\/span>Krupa Shah Cordeiro, Understanding Whole Foods Plant Based<\/span><\/a><\/p>\n

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    Whatever the reason, vegan foods are enjoying a never before seen time in the limelight.\u00a0<\/span><\/p>\n

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    \"vegan

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    \u201cIn 2019, the share price<\/strong>\u00a0of\u00a0Beyond Meat<\/a>, a company that produces a plant-based meat substitute,\u00a0rose 718% in just three months after its IPO<\/strong> (return calculated from the issue price).<\/em><\/p>\n

    The vegan trend can no longer be questioned. The dominant meat companies \u2013 Tyson, Smithfield, and Hormel Foods \u2013 have begun investing in plant-based meat substitutes.<\/em><\/p>\n

    Interestingly, one of the people who invested in Beyond Meat was Bill Gates. <\/em>As of June of this year, Beyond Meat\u2019s shares were up 49 percent.<\/em><\/p>\n

    Hoping to replicate success and find a \u201csecond Beyond Meat,\u201d entrepreneurs invested 457 million dollars throughout 2019. In just the first seven months of 2020, more than $1.4 billion was invested.\u201d<\/em><\/p>\n

    -Explainvisually.co, March 2021<\/a><\/p>\n

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    But everything is not smooth sailing for brands present in the plant based food space.\u00a0<\/strong><\/p>\n

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    Food preferences are deeply rooted in our upbringing, traditions and culture, our belief systems, our taste obsession. This makes them extremely personal. Hence, people often get aggressive or defensive when their food beliefs are challenged or if someone tries to preach to or modify those.\u00a0<\/p>\n

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    Target Group For Vegan Foods<\/strong><\/h4>\n

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    So, to promote itself, any food brand present in this space needs to first bifurcate and understand who it is speaking with. Now, all the investments and projections we read about earlier have a basis in real demand from real people, right?<\/p>\n

    It is one thing to have demand for vegan foods from people who are already convinced of its value, but another to entice those people who either have not heard of it, are indifferent or who don\u2019t believe in its proposition, yet.\u00a0<\/p>\n

    So, I like to split the TG for vegan foods thus:<\/p>\n

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    1. Plant based eaters<\/strong> i.e. people who are dedicated vegans, eating only vegan\/ whole food plant based food. They may comprise of less than 1% of the population in India, currently. So we need to look at the other two groups, if we want to see better traction.\u00a0<\/li>\n
    2. Flexitarians <\/strong>i.e. people who understand and appreciate the plant based eating philosophy and try to follow it as much as they can.\u00a0<\/b>They are largely but not exclusively plant based eaters. They may wish to convert to it 100% but are unable to do so.<\/li>\n
    3. Everyone else<\/strong> i.e. people who are either unaware of veganism and its benefits, those indifferent to plant based eating and those who don\u2019t agree with those benefits.\u00a0<\/li>\n<\/ol>\n

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      On the other side of the vegan foods equation we have vegan foods brands. Lets take a closer look at what comprises \u2018vegan foods\u2019 for the purpose of this article, shall we?<\/p>\n

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      Like above, I have split the big space of vegan foods into the following sub categories<\/strong>:<\/p>\n

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      1. Packaged<\/strong>, ready to eat or ready to cook vegan foods (e.g. dairy alternatives for milks\/ chocolates\/butters; or mock meats or tofu or vegan packaged snacks, etc)<\/li>\n
      2. Restaurants<\/strong> with largely vegan and plant based menus<\/li>\n<\/ol>\n

        \u00a0<\/p>\n

        Before we proceed with the ideas here, you may want to listen to the discussion on marketing vegan foods that I had on Mentza<\/a> here.\u00a0<\/p>\n

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        \"mentza

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        If I Were Marketing Vegan Foods\u2026<\/strong><\/span><\/h3>\n

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        To Plant Based Eaters<\/strong><\/span><\/h4>\n

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        Now, If I were marketing either category of vegan foods to the first TG i.e. the plant based eaters, it would be relatively easy.\u00a0<\/p>\n

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        Their biggest barriers to purchase:<\/strong><\/p>\n