How brands can tap into the flexitarian fad

Vegetarianism and going vegan has caught on but consumers hate to be reminded about this. How are brands going to tackle this?

In the last decade, Britishers who became vegetarian soared from 150,000 to 542,000 according to the Vegan Society. Celebrities like Beyonce, Jay-Z and Brad Pitt have added to the craze.

The flip side is what brands are worried about. Labelling a product as vegan (research soon to be published by the John Hopkins University) is expected to show that labelling a product ‘vegan’ can cause sales to plummet by around 70 per cent. The same is true of restaurant menus.

The dilemma is forcing marketers to rethink. The current thinking among most marketers now is to use the term ‘plant-based’ more than ‘vegan’. The challenge for this lies in how to market plant-based foods – whether they’re alternatives or more exciting veggie options – without sounding preachy.

Source : https://www.marketingweek.com/2017/10/23/brands-effectively-tap-flexitarian-trend/