Report • 11.01.2024

Veganuary 2024: Best sales strategies to reach the ‘no meat’

Why retailers should take advantage of the trend

Veganuary has begun its fourth year in Germany. Over 850 German companies are taking part in this global movement for a plant-based diet. Retailers have the opportunity to capitalize on this trend as the campaign continues to stimulate the market for vegan products. According to a Yougov survey, around nine percent of German adults attempted a plant-based diet in the Veganuary in 2023. These developments can also be seen in the wide range of products offered by grocery stores, restaurants and well-known brands.

Vegan cake from Dr. Oetker
Source: Dr.Oetker

The rise of Veganuary in Germany

Veganuary is not a passing phenomenon. In Germany, the number of participating companies has more than doubled compared to previous years. In 2024, around 860 brands, retailers and restaurants are part of the campaign – compared to around 420 in a year before. Participating companies can benefit from free campaign templates that are provided by the non-profit organization Veganuary and make their products and their commitment to Veganuary more visible.

Veganuary: A win-win for manufacturers and retailers

The Veganuary movement offers benefits for both manufacturers and retailers. Product launches in January can benefit from, and be successfully placed within, the campaign. This applies not only to major brands such as Dr. Oetker, Frosta or Ritter Sport, but also to young companies. The placement of (novel) vegan products and comprehensive advice on plant-based foods for interested customers are promising strategies.

Examples of success

A look at practical examples shows how companies prepare for Veganuary. Bauck GmbH, for example, is launching two new vegan products on the market. There is also news from Popp Feinkost and from Rügenwalder Mühle and Koro, who have entered into a cooperation for new products. Meanwhile, large retail chains such as Aldi Nord and Süd, Alnatura, Bio Company, dm, Edeka, Globus, Hit, Rewe, Kaufland, Lidl, Netto, Penny, Rossmann and others are offering new products, discount campaigns and tastings. Penny, for example, is launching a major in-and-out promotion with both familiar and 32 new items. Edeka is accompanying the month with a colorful mix of recipes, knowledge, guides and entertainment in various online and offline formats. Some Rewe stores are offering vegan products to try. Rossmann is offering a 20 percent discount on many vegan products from enerBiO and dm will have 20 limited-edition products in its range. In addition, both established brands such as Rügenwalder Mühle and young companies such as Billie Green are intensifying their advertising measures for plant-based products - especially via social media.

 

Various products from enerBiO
Source: Rossmann

Restaurants and fast food chains join in

Participation in Veganuary also extends to restaurants and fast food chains. Domino's Pizza Germany, for example, is launching the "Vegan Chicken Döner Pizza", Pizza Hut Germany is offering the "Vegan Thu'n'a Pizza" and Burger King is introducing the vegan "Veggie King Deluxe". There are also many other restaurants in Germany that offer vegan options and provide discounts for plant-based alternatives: Vapiano, for example, is launching Vegan Weeks powered by Planted. And Ikea Germany's Swedish restaurants are offering plant-based dishes at a lower price than the animal product.

Veganuary logo and a bag with the Too Good To Go logo...
Source: Too Good To Go International.

Veganuary reaches new sectors

But it's not just grocery stores and restaurants that have been influenced by Veganuary. Companies such as Ditsch, Backwerk and Le Crobag offer vegan baked goods for on the go, while Deutsche Bahn is cooperating with Happy Ocean Foods and adding an Asian noodle pan with shrimp alternative and the "Tu-nah Baguette Chili Cheeeze Style" with vegan tuna to its range in the on-board bistro. Even cooking box providers such as Hellofresh and food delivery services such as Flaschenpost and Lieferando are enticing customers with new vegan offers. At Dean & David, for example, all dishes with planted chicken are available throughout Germany via Lieferando at a lower price than their meat-based counterparts. Too Good To Go is also taking part in Veganuary. Exclusive Veganuary bags are available from selected partners.

Conclusion

Veganuary offers a unique opportunity for retailers and producers to demonstrate their commitment to plant-based nutrition and capitalize on a growing market. With a wide range of marketing and product strategies, companies can use the Veganuary effect to increase their visibility while offering customers more options for a plant-based diet.

Lena Schmidt

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