‘Vegan and vegetarian products are not only bought by “the green girls” nowadays.’ This became clear in Focusplaza’s podcast number 2 about vegan food in retail. The statement indicates that vegan is not a trend, but a lifestyle that we are increasingly moving towards.
The share of vegetarian products in the supermarket will rise. IRI research agency even expects plant-based products to become mainstream in the future and animal-based meat to become a niche. IRI researcher Rini Emonds makes this prediction in the latest podcast, which focuses on the trend of vegan and plant-based in retail.
Not only ‘the green girls’ choose for voor vegetarian and/or vegan products has been concluded by Emonds, Mathijs Huis in ‘t Veld (vegan food chain Jack Bean) and Floor Buitelaar (Floreer Consultancy). ‘Let’s be honest, still 75 percent of our target group is a woman. On the other hand, vegan is becoming more and more interesting and accessible for other target groups as well’, says Mathijs Huis in ’t Veld. ‘Many people wondered whether they should continue to eat animal-based meat, in corona times.’
The insights of the podcast are available (in Dutch) via Spotify: