The Covid-19 pandemic is changing the way we eat, with the number of British consumers turning to a plant-based diet growing faster than ever. In June this year, there were 1.1 million vegans in the UK, and the number is set to double by the end of this year. In the US, demand for plant-based food has climbed by 268 per cent since the beginning of the pandemic.
Europeans spend about 1.2 billion euros on vegan products, still only a small fraction compared to the 230 billion euros that they spend on meat, but the market is growing fast, even in erstwhile holdouts such as Poland, where even traditional meat and dairy producers are including plant-based products in their offer. It is estimated that there are now three million vegans or vegetarians in what was until recently a strictly meat-focused country.
Dobrosława Gogłoza, head of strategy at the Warsaw-based All Hands Agency, which focuses on ethical marketing, spoke to Andrew Wrobel about sustainable production, business opportunities in the plant-based sector across emerging Europe and how companies should promote their products to a wide audience.
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