The fundamental roadblock in finding an enthusiastic response for vegan foods related branding is the popular mindset that these foods represent some type of forced righteousness. Vegan foods are the food and beverages industry equivalent of the Toyota Prius- good intentions packed to the rafters with dorky vibes!
And yet, the health benefits of a vegan diet cannot be negated. In a country where obesity is fast turning into an endemic problem, vegetarianism and the adoption of a vegan diet could be the ultimate difference maker, particularly amongst the millennials and the kids.
So, how can vegan foods be successfully promoted, whilst not haplessly alienating your target audience?
Piggyback off other, more established entities
In the US, more and more people are opting for the vegetarian way of life, owing to their compassion for the animals and the environment. Organizations such as People for the Ethical Treatment of Animals (PETA) and American Society for the Prevention of Cruelty to Animals (ASPCA) are encouraging individuals to adopt a more humane approach to gastronomy and have built solid reputations per this endeavor.
How about adding to the broader narrative by highlighting your packaged vegan foods business as being supportive of these causes? By actively towing these lines (ideologies that do also formulate a major chunk of your own business’s mission statement), you will be part of a larger, more organized revolution.
Realign marketing to focus on positives while not bluntly targeting the competition
Sometimes, a good marketing strategy is not about highlighting your own product from a moral perspective, but to offer the same as an able adjutant to existing options. This includes not just the proteins, but also alternative vegan food options from other competitors. The idea is to elevate the entire segment without actually attacking established food habits.
While there are no doubts about the health benefits associated with vegan foods, the fact that a fully vegetarian diet could lead to severe nutritional deficiencies can also not be negated. Vegan foods aren’t high in protein, they lack important elements like Zinc in forms that are easily digestible and more productive to the human body. Meats are rich in Vitamin A and D, etc., and these cannot be qualitatively replaced by vegetarian sources. Thus, the market’s cautious acceptance of vegan foods is highly understandable.
How about pushing for a mixed or hybrid diet, for now? In light of the nationally prevalent obesity problem (and the target audience’s awareness of the same), a message that highlights a healthy food regimen is more likely to be accepted rather than impetus on a purely vegetarian diet. Backed by reliable quality, availability and affordability, the demand is bound to grow organically.
Old wine, new bottle and innovative solutions that reward commitment
Often, people give up on a project because either the stakes are too high, the path too arduous or the element of instant gratification isn’t easily available. For individuals who have naturally gravitated towards veganism, or are long term practitioners of the same, the change doesn’t seem that challenging. However, for new recruits and those forced to eat healthy due to their medical conditions, the change could be taxing and highly counterproductive.
The idea is to repackage the very concept of vegetarianism- turning it from a gastronomic choice to an active lifestyle. How about building a dedicated community around this objective? And, offering the subscribers some real incentive to stay in the green (pun intended)? This might seem like a tall ask- but the returns in terms of brand recognition and loyalty is immense.
Digging Deeper- Technavio’s market research report titled ‘Packaged Vegan Foods Market in the US 2017-2021’ explores these and other productive aspects associated with veganism in the US.
