Europeans go vegan: how can companies capitalise?

The veganism trend is rapidly gaining followers all over Europe. From being a niche regime followed by a bunch of health fanatics, an increasing number of European consumers are, now, gradually changing their eating habits to embrace a vegan lifestyle.

Data released by the Vegetarian Association Vebu, last year, confirmed the rise of the veganism in Europe, identifying Germany as the capital leading the vegan movement in the continent. But the estimated 80,000 German vegans (10% of the national population) are in good company, since, Britons are also progressively adopting an animal-free diets too. In the UK, specifically, it is a trend involving the younger cohort of consumers, with 9% of 18-34 year olds claiming to be vegan; well above the average of 3% of UK consumers across all age groups. Besides Germany and UK’s focus, generally, the trend has been detected across Europe. 

Going vegan is quite a radical lifestyle choice mainly driven by ethical motivations which drastically changes purchasing behaviour. Shoppers are more aware and sceptical about products on the shelves; scrutinizing the labels, and becoming more attentive about the ingredient lists. This social trend presents manufacturers with two key opportunities to align their offering with these emerging consumer needs.

First of all, diversification in the products’ portfolio that can make the vegan options more appetizing for European palates. Consumers are quite demanding and, formulators may find in the European legumes and plant-based ingredients, an unlimited source to diversify their ranges. Lentils, beans, and vegetables are extremely versatile and they can be included in the formulations both for salty and sweet products to replace meat without compromising the nutritional values.

Additionally, manufacturers should also consider setting up partnerships with vegan associations, such as Unilever have stipulated with the European Vegetarian Union. By the end of 2017, around 500 of Unilever’s food products will be released carrying a “V” (symbol of the European Vegetarian Union) indicating that the product is a vegetarian-friendly item. Multinational brands aiming at targeting vegan consumers should follow Unilever’s path; using claims, tags, and logos on-pack to clearly help shoppers identify products which respect the vegan standards on the supermarket’s shelves.