INDUSTRY TALK – PLANT-BASEDINDUSTRY ALTERNATIVES TALK
The business case for
veganuary
Ethical, health and environmental benefits are the leading reasons that over a million people around the world have signed up for Veganuary; a campaign that encourages people to ‘try vegan’ for January. For companies there’s another big reason to jump on board: it’s good for business, says Donovan Will, director of Proveg South Africa.
A
round the world, interest in plant-
With that background in place, let’s look
based and vegan diets are on the
at the specific reasons that companies can
informally. Even more
rise. Even in meat-loving South
benefit specifically from joining the global
people will simply
Africa we are seeing a significant increase
Veganuary campaign. January has always
try a few new plant-
in the demand for plant-based products -
been a time for new-year’s resolutions; eating
based options and so,
this was demonstrated well by Burger King's
healthier or more sustainably, or simply trying
the campaign reach will move well into the
new vegan options that sold out across the
something new. It is also often a time when
millions. With this level of interest and there
country within weeks of their launch!
money is tight after all the holiday spending.
being so many benefits of the move towards
Therefore, switching out the fillet steak for
a more plant-based diet, there are expected
rice and lentils might seem more palatable.
to be significant media opportunities around
The leading drivers for this movement are animal ethics, and the health and environmental benefits. For food companies
people will take part
The Veganuary campaign may have
Donovan Will, Director of Proveg South Africa
the campaign too.
who are not inspired by these reasons,
started with these forces in mind, but now
there are simpler reasons to jump on board.
that it is ‘a thing’, there are significantly more
opportunity is also very low. Veganuary is
Market data from Europe and America
benefits to companies that are wanting
a non-profit and the use of their campaign
shows that the plant-based sector is going
to get more exposure to the plant-based
elements is completely free. ProVeg
to continue to grow at an accelerating rate,
market - regardless of what stage they are
encourages companies in the plant-based
which means there are likely to be many
in. There can be some confidence that there
space or those looking to enter the space
untapped opportunities in this space, and
will be heightened awareness of plant-
to utilise this opportunity regardless of the
that investing in at least some good plant-
based options over this time with most of
stage they are in. For those companies that
based offerings might be necessary to
South Africa’s leading retailers promoting
are considering a future entry, there is the
future-proof themselves.
Veganuary or at least their plant-based
opportunity to survey people who sign up
options, in some way in January 2021, and
for Veganuary, for those in the development
being expected to do the same this January.
stage this is a great opportunity for product
In the restaurant and fast food restaurant space there is also the ‘veto vote.’ If a group of eight friends are
The cost to take advantage of this
ProVeg South Africa (ProVeg), the local
tastings and for those who are ready to launch
deciding where to eat and one of them
partner for Veganuary, estimates that at
this is clearly a great time to market new
eats plant-based, it’s unlikely that they
least 15 000 South Africans will sign up
products or add new menu items. This is also
will choose a place with no plant-based
for the official Veganuary campaign in
a good time for ‘accidentally’ vegan products
options. So, any restaurant without these
2021, and research from Kantar in the UK
(products that were not specifically designed
options loses out on all eight customers -
suggests that for every person who actually
to be vegan, but just are - like Oreos or peanut
not just the one plant-based eater.
signs up for the challenge, ten times more
butter) to target the flexitarian market. •
FOOD RE VIEW | November/December 2021
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