Category
Lifestyle
Assisted Choices
Trend cluster
Category
Vegan
Event
Events based on veganism promote plant-based lifestyles.
4.3
Trend score
Trend
What is the Vegan Event trend?
Vegan Event: With veganism increasingly popular among both eco and health-conscious consumers, brands within this space are creating events that allow people who follow vegan diet and lifestyle choices to connect with one another while experiencing new products. This shift comes as brands aim to foster a sense of community among like-minded customers in order to better establish brand loyalty.
Insight
The consumer insight behind the Vegan Event trend
For consumers, an important aspect of sticking to their goals is having external motivation in the form of peer or community support. Consumers' who subscribe to habits that aren't widespread are especially vulnerable to isolation and demotivation, and so brand-fostered community support is crucial in helping them remain focused on their goals.
Trend themes
Themes within the Vegan Event trend
Three behaviours holding the trend together01
Veganism Community Events
As veganism becomes more popular, brands are creating events that allow people who follow vegan lifestyles to connect with one another while experiencing new products, fostering a sense of community among like-minded customers to establish brand loyalty.
02
Experiential Vegan Pop-up Shops
Brands are hosting experiential pop-up events to promote plant-based diets and lead a healthier lifestyle while also benefiting the environment, which increases brand loyalty and accessibility to vegan products.
03
Plant-Based Cocktails
Pop-up bars are experimenting with plant-based, non-alcoholic twists on classic cocktails using superfood add-ins like adaptogenic ashwagandha, ginseng, and baobab, catering to the rising demand for plant-based and healthful drinking options.
Industry implications
What the Vegan Event trend means for industry
Where the trend changes the playbookFor
Food and Beverage
These trends offer opportunities for plant-based dining experiences, non-alcoholic beverage alternatives, and collaborations between food brands and chefs to showcase their exclusive dishes.
For
Event Planning and Management
As consumers seek out community support and brand connections, there is a growing demand for event planning and management services that cater to plant-based lifestyles.
For
Marketing and Advertising
With the popularity of veganism on the rise, marketing and advertising professionals can identify branding opportunities to promote plant-based lifestyles, healthful diets, and environmental sustainability.
Workshop question
Consider how your brand could create a sense of community for its customers.
Trend signals
Trend signals for Vegan Event
Trend score 4.3 out of 10, from popularity 61%, activity 59%, freshness 9%.
Popularity61%
Activity59%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Vegan Event trend
5 featured examples from Aug 26, 2017 to Oct 28, 2019CategoryLifestyle
Plant-Based Pop-Up Restaurants
Becel Opened a Pop-Up Eatery Made Entirely from Plants
Restaurants and food companies can capitalize on the growing trend of plant-based dining and eco-friendly materials to offer unique dining experiences like Becel's 'PLNT' pop-up.
CategoryEco
Vegan Ice Cream Pop-Ups
NadaMoo! Launched Experiential Vegan Ice Cream Pop-Ups Across the USA
The food and beverage industry can capitalize on the rising demand for vegan ice cream by offering innovative dairy-free options.
CategoryLifestyle
Vegan Non-Alcoholic Bars
SourTooth Shares a Japanese Speakeasy & Bohemian Nightlife Experience
Opportunity for hotels, bars, and restaurants to cater to the growing demand for non-alcoholic and plant-based options.
CategoryMarketing
Plant-Based Dessert Events
Dessert'd by Ben & Jerry's Shares Plant-Powered Bites & Frozen Desserts
Disruptive innovation opportunity: Developing innovative plant-based food and beverage products to meet the demand for healthier and sustainable alternatives.
CategoryLifestyle
Vegan Wine Pairing Events
TASTE and Sand Castle Winery are Teaming Up for a Vegan Winemaker Dinner
Vegan restaurants and food brands have an opportunity to collaborate with wineries and create unique dining experiences.
