This is shown by a non-representative survey of Swiss retailers and wholesalers conducted by the Keystone-SDA news agency. The decline in meat consumption is more of a long-term trend. In January, meat sales were at a low point, but not to a similar extent as the increase in sales of vegan products stimulated by sales promotions, the retailers note.
The international Veganuary campaign, which has been running since 2014, calls on people to eat vegan in January. At Coop, demand for vegan alternatives always rises sharply during this campaign month. This is also the case this year, says the retailer's spokesman Caspar Frey.
However, Coop is not selling less meat. "In previous years, we have not noticed any impact of Veganuary on meat consumption. We assume that this will also be the case this year," he explains.
In general, the decline in meat sales affected pork and veal in particular. Demand for poultry meat has risen steadily in recent years.
Awareness of nutrition is growing
"January is traditionally not a very meat-heavy time," emphasizes Migros spokesman Tristan Cerf. However, he says it is still too early to see any clear trends this year. "In general and in the long term, we are seeing a decrease in the volume of meat sold, but a higher proportion of higher quality meat with added value, such as a label," he adds.
On the other hand, it goes without saying that higher sales of alternatives to animal proteins lead to lower sales of the corresponding meat products, Cerf explains. "In general, we sell a lot more plant-based products in January than usual," says the Migros spokesperson. This is probably due to the strong attention around Veganuary and the growing awareness of the topic of nutrition in general, he suspects.
After feasting the holidays
After the holidays, many customers want to eat more consciously, which also benefits the vegan and vegetarian diet. "It's also exciting that around Veganuary, many customers who don't normally shop in this area try out plant-based products," the spokesperson notes.
For Cerf, experience shows that demand for products with plant-based alternatives to meat and dairy declines somewhat after January, but the trend is parallel throughout the year.
"As a supplier and wholesaler, it is natural for us to benefit from the worldwide Veganuary campaign, as it offers many opportunities," says Prodega spokeswoman Christine Strahm. "Not only in January, but also beyond." According to the spokeswoman, sales of plant-based products are developing at a gratifyingly high level.
However, the number of customers eating a vegan diet is in the low single-digit percentage range. A noticeable decline in sales of meat products is therefore not to be expected.
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On the occasion of Veganuary, Planted presents the "Check the Ingredients" campaign. The Swiss foodtech startup, known for its plant-based meat, encourages people to take a closer look at the ingredient list of plant-based foods. That's because some plant-based meat alternatives contain ingredients from printer ink or shampoo. The campaign thus focuses on the health of consumers. Planted uses only selected natural ingredients - without any additives. The campaign is visible on billboards and social media in Switzerland and is flanked by cooperations with content creators.
Veganuary inspires people around the globe to eat vegan for the sake of the environment and animals in January and beyond. With a pan-European Veganuary campaign, Planted encourages consumers to look at the ingredient list, in addition to the
environment to also pay attention to their own health. The motto: "Check the ingredients". Methyl cellulose, maltodextrin, emulsifiers such as sunflower lecithin, tertiary butyl hydroquinone, dextrose, calcium hydroxide and modified food starch are just some of the ingredients found in some plant-based meat alternatives. These ingredients are also used in printer ink or shampoos. So one campaign claim is, "A good ingredient list is like a good wedding speech: short."
OOH and social media
In Switzerland, the Veganuary campaign "Check the Ingredients" is visible on posters (DOOH and OOH) and social media and is flanked by collaborations with content creators. The centerpiece is a mega poster in Bern. Just in time for Veganuary, Planted is also launching the planted.chicken patty. The product novelty inspires as a chicken patty in one piece with a particularly fibrous texture, a juiciness as well as only natural ingredients and is available immediately at "Union Diner" in Zurich and Basel. Further, Planted is partnering with Just Eat to expand the range of plant-based dishes on the platform during January and make it easier to consume plant-based dishes.
Planted manufactures all products in its own glasshouse production facility in Kemptthal - open to the public. Only selected natural ingredients are used: Peas, sunflowers and oats with the addition of water, rapeseed oil and vitamin B12.
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