7 Must-Try Vegan Marketing Strategies

by | Apr 24, 2019

Vegan lifestyle and plant-based products are undeniably on the rise across the globe.

The number of Americans identifying as “vegan” grew from 1% to 6% between 2014 and 2017; according to GlobalData, that’s a mind-boggling 600% increase. In addition, domestic sales of plant-based alternatives to animal-based foods grew 17% year-on-year over the past year, while overall U.S. food sales rose only 2% year-on-year, according to data from Nielsen and the Good Food Institute. The market for foods under vegetarian and vegan living totaled more than $3.7 billion in 2017 and is only slated to grow even more year on year as this new trend continues to develop at an exponential pace.

Last year, a survey from The Economist showed that 25% of Americans aged 25 to 34 identified as either vegan or vegetarian. A third of consumers are interested in plant-based burgers, while 29% of operators surveyed offer these plant-based meat alternatives burgers according to data.essential.com. A plant-based diet might be one of the current trends but there is still a lot of meat-eaters.

The Covid-19 crisis also helped in the booming of plant-based products. A report from NPR.org found that plant-based diet alternatives sales had a significant rise by +279% in the US in 2020.

The recent spike in U.S. sales of vegan foods is largely attributable to millennials, who are increasingly going vegan. Whatever the reasons may be for the person in question–reduce meat consumption, health reasons, environmental reasons, animal cruelty, to improve world hunger, or any combination therein–more and more Americans are turning to meat-free and plant-based foods.

As a direct market response, meat-alternatives brands like Beyond Meat, Impossible Foods, Good Foods, and many others are grabbing a substantial early market share as fully vegan businesses.

Beyond Meat: An alternative for meat eaters

In addition, more and more non-vegan brands, restaurants, and food manufacturers are offering vegan food options that are completely free of any animal products whatsoever. People aren’t just searching for vegan options in more historically vegan-dense American cities such as Los Angeles, Portland, Seattle, and the San Francisco Bay Area, but all across the world as well!

Countries switching to a Vegan diet in %

Organic and natural foods, meat and dairy substitutes like almond milk or soy products, and any other products that represent a healthy lifestyle are more prominent than ever in grocery stores. Even major brands like Fatburger–renowned for their, well, very heavily meat-based burgers–are pivoting meat substitutes to this audience to take advantage of this growing vegan movement.

Impossible Burger - Vegan Marketing Ad

With all of this information and all signs pointing to a vegan diet trend, it’s not surprising that digital marketing stands poised to expand towards an entirely new audience that is there and very much waiting to be marketed to.

So given all of this, there are some key questions here that need to be asked:

  1. What kind of vegan marketing strategy should you execute to meet this new market halfway?
  2. What kind of vegan ads and vegan campaigns should you run to get your message across?
  3. What kind of vegan food digital advertising will resonate best with your target audience? Similarly, what about vegan product digital advertising?
  4. How do you use all this information to grow vegan product sales and expand your vegan business?

Read on for all the answers, and if you’re looking for a vegan digital marketing agency and then get in touch!

SEM

1. Google Ads for Vegan Searches

  • Capture searches for your vegan products or services with Google Ads. Build your keyword list with KWFinder.
  • Write vegan ads that speak directly to your target audience.
  • Point to appropriate and relevant landing pages.
  • Pro-tip: be sure you have analytics and conversion tracking in place to optimize and report performance.

Vegan Google Ads Search Ads

2. Retargeting

Nurture, re-engage, and retain customers with Google Display Network (GDN) remarketing ads. Place the Google Ads pixel on your website, design vegan-specific ads, and point traffic back to your homepage or use dynamic vegan ads to bring them back to the product they abandoned.

Facebook Ads also offers a good retargeting solution similar to this method.