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The company used a ‘social listening tool’ to track what people were saying online about during the month.
Veganuary itself garnered 50,305 mentions, making it a widely debated topic. Data shows that the majority (75 percent) of consumers were conscious of the health benefits of ditching animal products, and 16 percent sopke about environmental impact.
Greggs’ vegan sausage roll
Analysts discovered that Greggs ‘won the battle of the brands’ when it came to new products being discussed, owning a massive 67 percent of product mentions in January.
In addition, according to William Murray PR & Marketing: “McDonald’s and M&S were quick off the mark to announce new vegan-friendly products in January, with vegan Happy Meals and the Plant Kitchen ranges appearing on shelves across the country.
“When it came to brand share of voice, plant-based meat alternatives Oumph and Quorn were the top two most talked about brands over Veganuary, proving the nation’s willingness to adopt plant-based proteins in place of meat.
“This was also true for individual ingredients, with tofu (44 percent) and jackfruit (34 percent) popular choices.”