When it comes to selling vegan products to consumers, language is everything. While it may be easy to think that health-conscious buyers would go for products marketed to fit their diet goals, the research from the World Resources Institute shows that it is far more important to appeal to their taste.
This is because the words used to describe food can triggers a desire and pleasure for the buyer. When marketing vegan products, marketers use certain words to bring together pleasant memories of what the food might be like to eat or the coat might be like to wear.
Finally, experts revealed their tips on how to market vegan products to someone who isn’t into veganism to boost the sales of products with an end goal of creating a better future.
#1: Don’t Use Meat-Free
Even though there are many meat-eaters out there who will try plant-based foods, that does not mean they want to be reminded of what they are missing out.
It is not a smart idea to say that the food you are selling is free of mean if your goal is to appeal to more meat-eaters.
Let’s say you are running a vegan catering service and you want to expand your business. Mentioning meat-free in one of your ads is not going to help you.
#2: Don’t Use Vegetarian
Similar to the use of meat-free phase on the product label, vegetarian does little to attract customers who normally prefer meat and dairy products in their diet.
Did you know that meat lovers are 56% less likely to order a vegan dish if it contains the word vegetarian in the menu, compared to all options being spread on the menu? Although vegetarian diets are known to be healthy, they are also seen as bland and boring and according to some people – not tasty enough.
The term “vegetarian” is associated with healthy and therefore not so pleasant to consume.
#3: Don’t Use Vegan
Vegan diets are gaining more and more popularity, especially in North America, however, the term “vegan” is still seen as being different from what is normal.
Vegan is seen in a negative light by many people, especially the meat-eaters. One study in the US asked random people to rank the relative appeal of different labels used to describe food and the vegan label was ranked as the least appealing of all the options offered.
#4: Don’t Use Healthy Restrictive Words
When marketing vegan products online, one of the biggest mistakes you could make is using healthy restrictive phrases like dairy-free, gluten-free, carb-free, etc.
Plant-based foods are known as bland and boring so adding healthy restrictive language to the mix will only make your products less appeal. And this isn’t only for vegan foods. It is for cosmetic and beauty products, clothing and accessories, etc.
If you want to expand your business, you need to find the best way to cater to your customers’ needs. Come up with a creative idea on how to market your vegan products without sounding too restrictive or boring.
#5: Highlight Origin
Putting emphasis on a product’s origin can be suggestive for consumers, creating a pleasant emotion and positive association with the product.
One great example is Panera Bread. They switched the name of Low Fat Vegetarian Black bean Soup to Cuban Black Bean Soup. The result was pretty impressive. After changing the name, the black bean soup saw an increase of 13% in sales.
Customers today demand transparency when it comes to food and beverages. It definitely increases trust to name where a certain product comes from.
#6: Spotlight Flavor
What is the best way to market vegan products? – one may wonder. It all comes down to describing your product right. By using the right words, you will have no problem selling your vegan products to meat-eaters.
Simple descriptions may work to sell some products, however, plant-based food or animal-free products are not one of them. Remember that the more detailed you are, the better.
If you are selling vegan cookies or salads, try to be more delicious-sounding when describing your product.
#7: Underline Look and Feel
The competition is fierce and you can’t expect to sell a product these days if you are not investing an extra effort. When marketing your new vegan products you need to touch your customers. To do that, you need to know how they feel about the products you sell.
Try underlying look and feel of the product you sell. For example, plant-based foods are rich in color, natural texture, and flavor and in order to attract customers’ attention, that experience needs to be advertised.
Vegan products come in a spectrum of colors and we all know that color is the biggest cues people use to set expectations of what a certain type of food will taste like. To highlight a food’s texture, chefs and marketers include terms like warming, creamy, smooth, crunchy, sticky, etc. into their dish names.
Using descriptive words that people associate with delicious foods like “melt in your mouth” may also increase a reaction to your product.
In the never-ending journey to connect with your customers on a different level, your vegan products can cut through the mass of advertising tips and marketing options with these effective and low-cost strategies.
Language not only has a powerful impact on the perceptions of the people but can also evoke a physiological response.
Read more about trend statistics