Adapting to Vegan Culture

by Adwright, 23 June, 2020

Consumers today are more conscious about their health and social causes which leads to the rise of veganism. Veganism is a movement where people embrace a plant-based diet to reap health benefits. Other than that, it also supports animal welfare and aids environmental sustainability.

Brands are also starting to adopt veganism in their range to serve this rising trend.

Lifestyle and Media Trends

The term ‘Veganism’ spiked on google trend in late 2019. As role models from celebrities to politicians are open about their lifestyles and the reasons behind them; more content sprouted on YouTube channels and various social media platforms.

The vegan movement stirred curiosity among the media-savvy millennials who are conscious about animal welfare, health and environment sustainability. As millennials take a more vocal stance on social media – it pushed the vegan movement forward.

Vegan-centric events and business start-ups also began as they set sight on the growing trend of veganism.

F&B Trends

Consumers’ awareness of veganism is rapidly growing and is leading their food consumption. Demand for vegan food has increased dramatically, and food businesses are starting to leverage on this long-term lifestyle trend to remain relevant to consumer’s needs.

In the United Kingdom, a supermarket chain, Tesco, is one of the pioneers in launching their house brand vegan range called Wicked Kitchen. Within the first eight months, Wicked Kitchen has sold four million vegan meals. Tesco has since then doubled their range of vegan products to cater to the increasing demand. These vegan dishes are popular due to their unique and innovative vegan flavours. Furthermore, the ingredients sourced for each vegan recipe has weaved with an animal-friendly production process narrative.

In Singapore, supermarkets are also quick to adapt to this international vegan movement. Local supermarkets are stocking up with convenient vegan meals to attract early adopters that are willing to try out plant-based foods.

Other than vegan meals, food ingredients made wholly with vegan substitutes such as plant-based milk and cheese are drawing attention. Brands such as Oatly, an oat milk alternative, has gained awareness and favoured by consumers. Oatly has positioned itself successfully as a high-end and quality oat milk product – first established in the coffee market enjoyed by baristas and coffee aficionados alike.

Now, Oatley is sold in the majority of supermarkets around the world. Aside from its health benefits, Oatley also fit itself well with the rise of sustainable vegan narratives through its social media. Oatley built its social media presence with its strong brand narrative and identity. The brand advocates serious environmental issues, but through its personable tone of voice makes such issues relatable to its audience.

Recently HEYTEA, a bubble tea chain in Singapore, has announced that they are introducing a new milk tea concoction which uses Oatly oat milk on their social media page. The announcement resulted in positive feedback amongst its customers and has generated hype on online platforms. Such collaboration helps both brands to remain relevant with their young consumers.

Market and Consumer Trends

As the awareness of veganism increases in Singapore, more brands may want to consider being early-adopters in this new market landscape. Brands can introduce new vegan substitutes but would this be enough to appeal millennials? Brands will need to think further ahead and not just on a product level.

When positioning a vegan brand or product, brands will have to take a more personal approach in communications and brand persona to relate with consumers. For instance, Oatly’s packaging design and social media content derive from a well-crafted brand personality. Its packaging contains information such as brand values and their brand’s purpose towards supporting environmental sustainability.


With millennial consumers being more vested in societal narratives, brands can introduce new changes to align themselves with current market trends. However, brands will need to identify their primary purpose to form deeper connections with target audiences. Doing so will then strengthen your brand’s position and result in a robust overarching brand narrative.


People have come to realise that veganism is not a cult or a fad. It will have a long term effect on food consumption. There are still many opportunities to leverage on this trend. Are you starting to plan for your next move? We are here to help.

Adwright has accumulated a wealth of experience in helping brands stand out from their competitors with unique and attractive brand stories. For over 20 years, Adwright has collaborated with clients that range from local SMEs to global corporations, spanning across a myriad of industries. We provide integrated solutions in branding, design, communications and beyond. Partner with us and embark on your unique brand journey today. To find out more about the services that Adwright provides, call us today at +65 6227 7227 or email



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