How To Market Your Vegan Brand To Non-Vegans

Posted by Anya Sleezer << back to blog

Last Updated on August 16, 2022

Veganism is growing faster than a sunflower in the summer, as now 6%, or 9.7 million Americans, identify as vegan.

This is awesome news for vegans like us, but it’s important to remember that vegans still make just up a small percentage of the overall population.

As a vegan brand or brand expanding into the vegan sector, you can aim for a small target, or you can make your target broader.

The latest market research shows that most people who buy vegan products aren’t vegan. Say what? Yep, most people who eat vegan products are omnivores. They could potentially become vegan…or they may just purchase your vegan product because they like it.

Point being, we have two groups of consumers and so your target market is bigger (much bigger) than just vegans. Non-vegans who buy vegan make up a massive consumer segment that’s creating the majority of the demand for vegan prodcuts. If you target non-vegans in your marketing, your vegan brand has more potential to grow.

So the next question – where to begin?

It’s important to always start by deciding and defining what your company believes — your RallyPoint.

Do you want to appeal 100% to vegans and potential vegans?
Do you want to attract those on the fringes who may never be vegan?

The first group is full of vegetarians and vegans who are familiar with plant-based news, products and services. They want a clear sign that the product is vegan. Enter the popularity of certificates. The second group is the consumers we want to entice to try a new product. They are less open to it at the beginning and need more information about the product, know what properties it has and why it is worth trying.

Obviously, you want to attract as many as many people as possible to buy your products, regardless of how they identify. But answering the questions above will drive the tone and voice of your brand, your marketing tactics, and your media placement.

Here are a few approaches:

Challenge the status quo

Challenger brands aren’t just for Silicon Valley. If you don’t mind us using a fast-food burger joint as an example, think of Wendy’s Twitter account. Wedny’s takes an extremely irreverent (and hysterical) tone brand leader McDonald’s could never get away with.

“Irreverence…could be a challenger brand’s best friend” as one marketing expert put it. However, it can also be tricky to pull off. You risk alienating and limiting your target to a smaller, but fiercely loyal niche market. On the other hand, you also stand to expand your brand to include people who admire your passion and purpose. As Fabrik Brands put it: “Challenger brands are experts in the world of disruption. They have a vision of the future that requires a complete change in the status quo, and that pushes people to take notice.”

Play nice…with a little spice

The old saying goes: “You attract more flies with honey than with vinegar.” We’re not saying don’t be passionate about your plant-based product (you 110% always should) …just maybe be a bit more welcoming and inclusive to all people, whether they’re vegetarian, vegan, on the path to veganism, or they’re ominvores who just really like your garden burgers. Think of your brand as an ambassador to veganism. The luxury vegan resort Palmaia does a great job of this. Who wouldn’t want to go to this prestige, plant-based, planet-first paradise? Here’s the deal; not all of its guests are strict vegans, as it also attracts health and wellness seekers, as well as just tourists who want to relax by the beach (i.e. everyone).

Once you figure out your “Why” and your “What,” you’ll next need to develop your “How.” Let us help you out.

Here are five ways you can better market your vegan brand to non-vegan customers.

Segment customers based on different factors: The four main types of market segmentation are demographic (who they are), psychographic (what they think), geographic (where they are), and behavioral (what/how they behave).
If this seems super complex, we can help. Once you’ve segmented your audience(s), focus your marketing according to your budget and business strategy. For instance, if you’re selling a vegan skincare product, have a large budget, and want to expand your customer base, you may want to reach non-vegans.
Use the right messaging: While it’s important to share your vegan values, your messaging to non-vegans should be based on what matters to them. You must be able to answer for them: “What’s in it for me?” For example, you could focus on one of the following:
1. Environmental benefits: Many non-vegans are passionate about the environment. So focus your messaging on the environmental benefits of choosing your sustainable, eco-friendly products.
2. Health and wellness: A whole-food, plant-based diet is lower in calories and saturated fats, which can accelerate weight loss and increase athletic performance. This messaging can attract a broad scope of non-vegans, from fitness fans and health advocates, to even doctors and dieticians.
Use Influencer Marketing: Partner with vegan and non-vegan influencers. Ask them to review your plant-based product or service, or even curate your content. Oftentimes these influencers have already bridged the vegan and non-vegan gap. Why not take advantage of their, well, influence? When selecting an influencer, seek out ones that match your specific target segments, such as lifestyle bloggers, fitness and health influencers, food critics, among others.
Reach a wider audience with Public Relations: Purposeful PR can help expand your potential customers. If you’re launching new products or have a great story to tell, writing press releases or articles are great ways to reach non-vegans. Just remember to keep your segmentation in mind (see #1) as you’re developing your PR materials.
Bust myths: There are sooooo many myths and falsehoods surrounding vegan products (they’re tasteless, soy harms men, not enough protein, etc). Don’t get mad and don’t let the lies spread — educate, educate, educate. Whether you’re an irreverent challenger brand or a bridge-building nice one, inform your customer’s about your products on your site, packaging, and wherever you can.

Striking the right balance between passionately positioning your brand as vegan and attracting non-vegans can be a challenge. However, the potential opportunity with reaching non-vegans is too good to ignore. You don’t have to go it alone; we’re here to help!

If you’re ready to reach more vegan and non-vegan customers, level up with Levo!

Anya Sleezer

Anya Sleezer is the owner of Levo, a full–service marketing agency, focused on helping companies from all industries who are concerned with their marketing results, traffic, branding, advertising, or websites.

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