VEGAN TRENDS: Why sustainable consumption will be the new post-coronavirus normal
Veganism has shown a significant shift from a topic primarily discussed on social media to one dominated by search engine interest. This suggests a shift in intent from discussion to action.
PI DATAMETRICS: While the world is now preoccupied with the global Covid-19 pandemic, one trend was beginning to emerge from the new year before anyone knew what the coronavirus was: eco-conscious and sustainable consumption… According to Statista, electric car sales surged 220pc from Q1 2010 to Q4 2019 and Booking.com noted Gen Zers say the environmental impact that travelling has is an important factor when deciding where to go. With those key pieces of information in mind, let us see what the top eco-conscious and sustainability trends were going into 2020.
With ingredients such as tofu, Quorn and seitan part of everyday cooking terminology, the world no longer views veganism as a passing fad – and there are now conclusive search trends to back this up. The vegan-related searches that have shown the highest growth since 2017 are ‘Greggs’ vegan sausage roll’, the ‘KFC vegan burger’ and the ‘Beyond burger’, showing that veganism is starting to seriously take root in our fast-food industry. Branded terms are also dominating the top vegan trends, highlighting the immense potential and pay-off for companies to align their products with vegan values.
Established vegan favourites such as Linda McCartney and Quorn products are also experiencing a significant increase in search interest (94pc and 18pc respectively since 2017), while eight of the top 12 vegan brands on search were founded before 2000, highlighting that this is a steadily growing industry and not merely a flash-in-the-pan money grab for big companies. Veganism has also shown a significant shift – from a topic primarily discussed and shared on social platforms to one that is dominated by search interest… This suggests a shift in intent from discussion to action, ie, researching or purchasing via search. SOURCE…
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