turtl-story-nielsen-media-insights-the-german-market-for-plant-based-milk-and-meat-alternatives (1) comments Tracey

#VEGANUARY2021
Veganuary – an initiative aiming to convince non-vegans to adopt a plant-based
diet for the month of January - saw a record number of registered participants in
2021, with 580K signatures worldwide. Interest in Veganuary is rising as well among
Germans, with searches for the term up 28,5% in 2021 vs. 2020 and the country
occupying 4th place when it comes to registered Veganuary2021 participants.
170 German companies took part in the Veganuary2021 3 , launching 116 new vegan
products and 40 new vegan menu options in participating chain restaurants (like
Subway or McDonald‘s).
Rügenwalder Mühle launched new
products and shared recipes for inspiration.
Simply V supported Veganuary participants
with weekly meal plans and product giveaways.
Owned Social Media was a key channel among the Top 10 brands in the category to
promote their own #Veganuary2021 activations – from product launches to weekly
menu plans, recipes or raising awareness of the climate benefits of adopting a
vegan diet. Ca. 70% of the January posts carried the #Veganuary2021 hashtag, with
the month accounting for 42% of all Q1 2021 posts – an average posts per day 53%
higher than in February 2021.
Sources: 1) BMEL-Ernährungsreport 2020; 2) Nielsen / GfK category sales data (2018-2020); 3) Veganuary
2021 Campaign in Review
Garden Gourmet provided sustainability
focused DIY tips and recipes for vegan
alternatives of popular dishes
(mayonnaise, pancakes).
LikeMeat launched a video featuring meatlover
Till Lindemann eating a veggie
burger, inspired by a sequence of Jørgen
Leth’s 66 Scenes from America art film,
“Andy Warhol Eating a Hamburger,”While
the video gathered a high number of views,
some of the comments were criticizing the
fit and credibility of the rockstar as
"endorser" for a vegan brand.