Alex Lawrence, Copy & Content Executive, IPM
In her new blog, IPM Copy & Content Executive, Alex Lawrence, explores the move towards veganism and asks: why and how is it catching on and will we ever ditch the Christmas turkey for good?
Hosting Christmas is a stressful experience, especially
when it comes to preparing the traditional dinner with all the trimmings. Imagine hosting these festivities a few years ago, only to be told that one of the guests is *gulp!* a 'vegan'. There are many obvious no-go's: the turkey, the pigs
in blankets, plus many more traditional Christmas staples that are less
obviously not vegan-friendly: chocolate, Bailey’s, Christmas pudding, stuffing,
yule log, cheese and crackers and so on. The limited options of food you could
serve your theoretical vegan guest would make for a very taxing Christmas indeed. Bah humbug!
Yet the recent rise of veganism and the way it has crossed over into the mainstream means that if you have a vegan guest attending your Christmas
this year, it will be much less of a problem. More and more brands and
retailers are now embracing veganism by offering a wide range of vegan products and
aiming to make the holidays far more inclusive for all dietary preferences. Moreover, there
has been a recent and conscious movement to make veganism decadent and delicious –
allowing vegans to enjoy the season of indulgence just as much as non-vegans. But why has this happened and how has it manifested itself?
Clearly, the brands that have moved towards marketing to vegans are
doing so in response to the rising popularity of veganism, with a significant percentage of the population in the UK set to ditch the turkey and Camembert
this Christmas. A new survey by comparethemarket.com found that more than 3.5 million
Brits now identify as vegan.
To get a better
understanding of how people feel about the rise of veganism and how brands are
responding to it around the festive period, we conducted our own survey asking vegans, vegetarians,
meat-eaters, flexitarians and everyone in between for their opinions.
View the full survey here
Unsurprisingly, most respondents said they have
family on their minds, yet it’s also clear from the results that there is a
large emphasis on food and drink and gift shopping during Christmas. 34% of respondents said they think about family most in the lead up to Christmas, 26% said it was gift buying and 21% said they think about food and drink the most. There’s no denying that
these things are important to us at Christmas, which equally means a number of challenges for vegans who can’t have the ‘usual’ presents and food. For this
reason, Christmas is actually the perfect occasion for brands to
reach out to the growing audience of vegans, as well as putting a twist on the
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