Category
Lifestyle
Assisted Choices
Trend cluster
Category
Luxe
Veganism
Veganism aims to establish itself in the luxury market.
4.1
Trend score
Trend
What is the Luxe Veganism trend?
Luxe Veganism: Veganism is now, as a marketing tool, being positioned to define itself in a more “upscale” market. This more explicit targeting to high-income demographics undercuts long-established assumptions, and reveals the industry’s renewed focus to rebrand its appeal after it has been found that the majority of this lifestyle’s subscribers are not from higher income brackets—revealing the importance of adaptable marketing in changing long-established narratives.
Trend themes
Themes within the Luxe Veganism trend
Three behaviours holding the trend together01
Luxe Veganism
More explicitly targeting high-income demographics to define veganism in the upscale market.
02
Plant-Based Luxury Products
Growing demand for vegan luxury products that offer benefits beyond affordability.
03
Vegan Fashion
More companies are bridging the gap to introduce high-quality, vegan fashion products.
Industry implications
What the Luxe Veganism trend means for industry
Where the trend changes the playbookFor
Food and Beverage
Creating vegan alternatives or plant-based luxury products such as vegan caviar, apple leather and avocado-shaped gelato desserts.
For
Hospitality and Tourism
Introducing specialty options, such as vegan-friendly tea parties and vegan afternoon tea, as a means of reaching out to new audiences.
For
Fashion
Bridging the gap to introduce high-quality, vegan fashion products, such as vegan knitwear and luxury vegan jacket collections.
Workshop question
How can your brand adopt, or put to better use, more adaptable forms of marketing?
Trend signals
Trend signals for Luxe Veganism
Trend score 4.1 out of 10, from popularity 57%, activity 57%, freshness 8%.
Popularity57%
Activity57%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Luxe Veganism trend
8 featured examples from Sep 7, 2016 to Aug 19, 2019CategoryEco
Apple Leather Handbags
LUCKYNELLY Makes the World's First Vegan Luxury Handbags from Fruit
Disruptive innovation opportunity: Incorporate sustainable and vegan materials into the fashion industry to address consumer demand for ethical and eco-friendly products.
CategoryLifestyle
Luxury Vegan Chocolates
This Luxury Chocolate Offers a Wide Range of Flavors
The food and beverage industry can create a niche offering of luxury vegan chocolates to cater to the growing demand for vegan-friendly products.
CategoryEco
Avocado-Shaped Gelato Desserts
Snowflake Gelato's 'Avo-Lato' is Served in Real Avocado Skin
Gelato shops can explore innovative ways to create and present unique gelato desserts to attract customers.
CategorySocial Good
Luxury Vegan Jacket Collections
VAUTE Couture Announced the Launch of Its New Winter Jacket Line
Fashion industry can explore the development of luxury vegan jacket collections.
CategoryLifestyle
Vegan-Friendly Tea Parties
The Egerton House Hotel is Now Offering a 'Vegan Afternoon Tea'
Hotels, resorts, and restaurants can create innovative menus and experiences that cater to various dietary preferences, attracting new customers and enhancing their brand image.
CategoryLifestyle
Plant-Based Liver Dishes
This Vegan Gourmet Restaurant Makes a Cruelty-Free 'Faux Gras'
With the growing demand for plant-based diets, there is an opportunity for restaurants to offer more vegan and vegetarian options on their menus to cater to health-conscious and e…
CategoryLifestyle
Vegan Caviar Alternatives
'Cavi-art' is a Plant-Based Caviar Made from Seaweed
Disruptive Innovation Opportunity: Explore the development of innovative plant-based food products that mimic the flavors and textures of traditional gourmet cuisine, broadening t…
CategoryEco
Luxury Vegan Knitwear
Knitwear Brand Behind 'Harry Potter,' Lochaven of Scotland, is Now Vegan
Fashion companies have the opportunity to meet the increasing demand for cruelty-free products by exploring vegan materials and more sustainable alternatives in their production p…
