Nearly 2.5 million Australians are now completely or mostly vegetarian, according to Roy Morgan. That’s just over 12% of the population – and when it comes to inner-city millennials, that number jumps to 18.4%. In fact, Australia’s plant-based meat sector is estimated to be worth $3 billion by 2030. That’s right, three billion dollars.
Australia is the third fastest growing plant-based market in the world, and veganism will only grow to become a more popular mainstream option. Even major grocery stores such as Coles and Woolworths now have a dedicated section for ‘plant-based’ protein, complete with vegan meats, dairy-free cheeses, and a growing variety of innovative foods.
Now, you might be thinking, “What does plant-based even mean? Is it vegan? Vegetarian? And what about that whole flexitarian trend?”
Let us explain.
The term plant-based generally means vegan, or free from all animal products. However, there is no industry standard for what can and cannot be considered plant-based. Some businesses use the term to mean meat-free, while others use it to mean a food is mostly made of plants.
Many businesses have adapted the term ‘plant-based’ to avoid stereotypical connotations sometimes attached with veganism – and the word is also more appealing for consumers who simply want to eat less meat, rather than committing to a specific dietary choice.
Speaking of eating less meat, ‘flexitarians’ are people who make the active choice to consume fewer animal products, but aren’t completely vegan or vegetarian. Flexitarians account for a growing part of Australia’s ‘vegan curious’ community, thanks in part to trends such as Meat Free Monday and Veganuary.
Embracing the plant-based movement means that your business could capture an entirely new and emerging market.
Let’s say a group of 8 friends wants to go out for a meal, and two of them are vegan. While you might cater to most of the group, if your business doesn’t offer at least one plant-based meal, you may have just lost 8 potential customers. With 1 in 10 Aussies eating mostly or completely meat-free, this scenario may be more likely than you think!
The preference for plant-based options also extends beyond the vegan, vegetarian, and even flexitarian communities. Not only are some animal products common allergens, many religious groups avoid the consumption of certain animal products, too.
Modern consumers care about where their money goes.
As we’ve mentioned previously, more and more consumers are favouring brands that drive social and environmental change. They want to know that their money is going towards businesses that support causes they believe in.
The plant-based movement is one that promotes positive change for animal welfare, environmental sustainability, and more. The growth of flexitarianism shows that more people are thinking about where their food is coming from, and offering plant-based options tells your audience that you, as a business, are paying attention to what people want.
The plant-based movement is here to stay, and the big brands know it.
Some of our country’s largest food brands are already catering to the plant-based market, and by leading the way, they’ve reaped the rewards. Domino’s, Hungry Jack’s, Subway, Guzman y Gomez, Zambrero, Nando’s, Pizza Hut, 7/11, Milo, Magnum, Cornetto and even Four n’ Twenty have all cottoned on to the plant-based trend, and have first mover advantage.
Still need convincing? Domino’s Australia trialled a vegan cheese option nationwide in 2018, and their supply completely sold out in just 10 days!
Many vegan consumers are willing to support those businesses that embrace the plant-based movement. Every new plant-based product launch you can think of has likely been shared all across vegan social media, including private and secret Facebook groups that the Powered PR team actively engages with.
Not only are vegans excited about new options, they want to show support for businesses that give the movement recognition.
Connecting with the vegan and veg-curious market requires specialist insight. At Powered PR, we are experts in the global plant-based revolution. Contact us today to discuss what we can do for your business!
AUTHOR: Nicole Odviar
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