Food brands make a statement with exclusively cruelty-free holiday foods
Trend - Beyond simply offering appealing cruelty-free options to their consumer base, food brands are launching campaigns and product lines for the holidays that feature exclusively vegan and vegetarian options. Signifying an even deeper commitment to reducing harm related to the production of animal products, this shift sees brands putting a higher value on reducing environmental impact.
Insight - A growing number of consumers are eliminating meat and animal products from not only their diet but their entire lives, motivated by the need to feel that their purchasing power aligns with their most deeply held values. As young consumers, in particular, tend to see the brands and products they purchase from as an extension of themselves, there's a desire to only engage with those who demonstrate a clear and strong commitment to these shared values.
Insight - A growing number of consumers are eliminating meat and animal products from not only their diet but their entire lives, motivated by the need to feel that their purchasing power aligns with their most deeply held values. As young consumers, in particular, tend to see the brands and products they purchase from as an extension of themselves, there's a desire to only engage with those who demonstrate a clear and strong commitment to these shared values.
Workshop Question - What's one cause that your consumer base cares about deeply? What are some ways you could make a big statement about your company's commitment to that cause?
Trend Themes
1. Rise of Veganism - The trend towards veganism is increasing, and businesses are responding with more plant-based options for consumers.
2. Free-from Food Demand - Consumers are looking for free-from food options, which is driving innovation in the food industry.
3. Sustainability - Brands are placing a higher value on reducing environmental impact throughout the production of animal products.
Industry Implications
1. Food and Beverage - There is increasing demand for meat alternatives, non-dairy substitutes and better-for-you snacks, free-from options to satisfy the needs of many.
2. Hospitality Industry - Businesses are innovating their menus and catering for vegan, vegetarian, and meat-eaters who want plant-based options.
3. Retail Industry - Retailers are expanding their offer of vegan and vegetarian products to satisfy consumer demand.
