Supermarkets are recognising the huge growth-opportunity to be known as a ‘vegan-friendly’ retailers and are continuing to expand on their vegan/vegetarian and plant-based-food ranges, with improved clearly signposting in chilled and frozen aisles to make shopping for vegan products much simpler and more convenient. Dedicated fixtures or even aisles are doubtless just around the corner.
Food brands, whether newbies, potential challengers or established mainstream, need to adapt and be mindful of a new wave of open-minded shoppers.
Great taste and product quality are now mandatory expectations for this audience so brands needs to develop a positioning that goes beyond simple product features and benefits. The brands that have a clear purpose, belief or perspective on the world and share it with their shoppers loudly and proudly will be the ones to succeed in this new market, and can do that without turning off their traditional fan base.