[et_pb_section fb_built=”1″ _builder_version=”3.22.3″ da_disable_devices=”off|off|off” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”3.25.4″][et_pb_column type=”1_5″ _builder_version=”3.25.4″][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”3.25.4″][et_pb_text _builder_version=”4.7.4″]Imagine that you go to Facebook and there are pictures of sausages, kabanos to be exact, everywhere. They are posted by your friends, the fan pages you like, and strangers on groups you belong to. Sounds like science fiction?<\/p>\n
Meanwhile, it is reality as kabanos are plant-based. This is more or less how social media looks from a Polish vegan’s perspective when a new plant-based product comes out. This was the case when Polish brand Tarczy\u0144ski released vegan kabanos.<\/p>\n
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A post on one of the vegan Facebook groups about Tarczy\u0144ski’s plant-based kabanos sausages. It was liked by 1,500 people. This is just one of many posts on the topic.<\/em><\/p>\n \u00a0<\/span><\/em><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.7.4″]A post on one of the vegan Facebook groups about Tarczy\u0144ski’s plant-based kabanos sausages. It was liked by 1,500 people. This is just one of many posts on the topic.<\/p>\n Out of curiosity I checked the company’s Facebook page. The average number of likes for the brand’s posts is about 100, while the post about vegetable kabanos was liked by 3,400 people. In addition, it had 1,000 comments and almost 500 shares.<\/p>\n Vegans are a very marketing-savvy group who share information about plant-based products. Some of the posts on this topic have a reach that some companies can only dream about on their social media.<\/p>\n The post on the Ro\u015blinnieJemy campaign profile about Polish brand Spo\u0142em Kielce mayonnaise was liked by more than 4,000 people. The post on the Ro\u015blinnieJemy campaign profile about Spo\u0142em Kielce mayonnaise was liked by more than 4,000 people.<\/em><\/p>\n \u00a0<\/span><\/em><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.7.4″]I remember coming across a candy bar in Rossman years ago that had on the label: “suitable for vegans”. I was overjoyed. Apart from the fact that there weren’t too many products dedicated to this consumer group back then, the very fact that the phrase “suitable for vegans” was used was heartening.<\/p>\n Most people twenty years ago did not know what veganism was.<\/p>\n Today, it doesn’t often need to be explained. The world’s largest companies are racing to release plant-based substitutes for common foods.<\/p>\n Is this a fad? No, research leaves no doubt that this is a growing trend.<\/p>\n Many celebrities are extolling the virtues of a plant-based diet, including foreign stars such as Moby, Joaquin Phoenix, Peter Dinklage, and James Cameron, to name just a few, as well as Polish stars such as Julia Kami\u0144ska, Agata Buzek and Karolina Pilarczyk.<\/p>\n Warsaw has catered to vegans for a long time. The HappyCow website<\/a> listed it as the seventh most vegan-friendly city in the world, followed by London in first place and Berlin in second.[1<\/a>]<\/p>\n In this article, I analyze how the Polish vegan market evolved and give some interesting examples.<\/p>\n In addition to the examples of advertising campaigns presented in the article, I’ve collected 20 creative and distinctive advertising campaigns for vegan products in a free e-book<\/strong>. You can download it by subscribing to our newsletter. The growing popularity of vegan products can be seen in supermarkets.<\/em><\/p>\n This is a page from Lidl’s pamphlet.<\/em><\/p>\n \u00a0<\/span><\/em><\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”3.25.4″][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”3.25.4″][et_pb_column type=”1_5″ _builder_version=”3.25.4″][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”3.25.4″][et_pb_text _builder_version=”4.7.4″]<\/p>\n – Over the past 1.5 years, we’ve talked to dozens of meat, dairy and other producers in Poland. The first problem we see is the lack of information. Just two years ago, 90 percent of such companies did not know that Beyond Meat had gone public in the US, and that it was their competition – says Piotr Grabowski<\/strong>, co-founder of foodtech.ac<\/a>.<\/p>\n – How does the Polish producer think? “Some veganism there, some substitutions there, but how much of it will be our production?\u201d. Until they feel that the competition is catching up<\/strong>, they won’t start on their own. They don’t believe that maybe it’s a good business and they don’t bother with it. They also fail to see that today a foreign company can conquer the market quickly<\/strong>. They enter Poland with a higher marketing budget and flood the market with products and there is nothing left to collect – adds Grabowski.<\/p>\n A risky investment? Not if you look at the statistics.<\/p>\n According to the Central Statistical Office, meat consumption in Poland is declining<\/strong>. In 2019. Poles ate 2.24% less meat compared to 2018.[2<\/a>]<\/p>\n A survey conducted by Pyszne.pl shows that there are 1 million vegans and vegetarians in Poland, and 2 million people are considering a meatless way of eating.[3<\/a>]<\/p>\n At the same time, more and more stores are releasing plant-based products, including drinks, tofu and vegan meats substitutes. Why? Because it’s paying off.<\/p>\n – Nielsen surveyed the Polish market for vegan products for the first time. The highest value was achieved by plant-based milks: 253 million PLN, ready meals such as vege burgers or falafels 107 million PLN and sandwich pastes 81 million PLN<\/strong>. All these products recorded double-digit growths of respectively: 30%, 16% and 23%. Such a trend has been visible for several years now. \u201cIt is influenced by the attitudes of consumers with increasingly affluent wallets, ready to spend more on groceries and looking for healthy products – says Bo\u017cena Ruda\u015b, Business Development Senior Consultant at Nielsen Connect.[4<\/a>]<\/p>\n \u00a0<\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/explainvisually.co\/wp-content\/uploads\/2020\/12\/nielsen-produkty-weganskie-marketing.png” title_text=”nielsen produkty wega\u0144skie marketing” align=”center” _builder_version=”4.7.4″ _module_preset=”default”][\/et_pb_image][et_pb_text _builder_version=”4.7.4″ _module_preset=”default”]<\/p>\n The popularity of vegan products in Poland is on the rise. Source: Nielsen Connect<\/em><\/p>\n \u00a0<\/span><\/em><\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”3.25.4″][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”3.25.4″][et_pb_column type=”1_5″ _builder_version=”3.25.4″][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”3.25.4″][et_pb_text _builder_version=”4.7.4″]<\/p>\n – Innovation pays off<\/strong>. In large EU markets, such as the UK, Germany or France, a successful innovation is a product whose sales value in the first year exceeds 10 million euros — Karolina Zajdel-Pawlak<\/strong>, Managing Director of Nielsen Connect in Poland – The higher than regional average sales value results from the size of the market and the number of households, but it also shows the level of economic development of the country and the willingness of Polish people to try new products.[5<\/a>]<\/p>\n The fact that it pays off, however, does not mean that Polish producers – at least the majority – realize this.<\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/explainvisually.co\/wp-content\/uploads\/2020\/12\/qurczak-innowacje-marketing-wegetarianizm.png” title_text=”qurczak innowacje marketing wegetarianizm” align=”center” _builder_version=”4.7.4″ _module_preset=”default”][\/et_pb_image][et_pb_text _builder_version=”4.7.4″ _module_preset=”default”]<\/p>\n Qurczak, a Polish brand that produces a chicken meat substitute, was recognized by Brief magazine in its ranking of the 50 Most Creative People in Business. Source: Facebook Qurczak<\/em><\/p>\n \u00a0<\/span><\/em><\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”3.25.4″][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”3.25.4″][et_pb_column type=”1_5″ _builder_version=”3.25.4″][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”3.25.4″][et_pb_text _builder_version=”4.7.4″]<\/p>\n I asked some of Poland’s largest organizations promoting a plant-based diet if and how they were affected by this trend.<\/p>\n – The involvement of the Polish food industry in plant-based products has changed dramatically over the past three years. From a downplayed and marginalized trend in the eyes of producers, it has become one of the main areas of interest. You can see it on store shelves, and also at industry events, where topics related to plant-based products are strongly emphasized – said Maciej Otr\u0119bski<\/strong>, strategic partnerships manager at Ro\u015blinnieJemy<\/a>.<\/p>\n There is also a growing interest in certifying products suitable for vegans and vegetarians.<\/p>\n – I see an increase in interest and willingness to label products. I can safely say that in the Foundation, the year-over-year increase in certified products is about 100 percent – says Agnieszka Grzywaczewska<\/strong>, coordinator of the Znak V<\/a> certificate, Viva! Poland<\/a>.<\/p>\n – More and more new companies are signing up, including those not involved in plant production on a daily basis. Examples include dairies such as MSM (Mazowiecka Sp\u00f3\u0142dzielnia Mleczarska), Polmlek Group, and large meat processing plants, which are beginning to see a future in plant production. A great example here is the recent certification of Tarczy\u0144ski’s vegetable kabanos – says Przemys\u0142aw Chojnicki<\/strong>, V-Label Poland<\/a> certification director.<\/p>\n The meat industry itself has started to open up to the growing market of meat-free products. It not only has launched its lines of these products, but also taken part in conferences of pro-animal organizations. It has also invited its representatives as speakers at industry events. One of the experts at the Meat Congress ’20 was Maciej Otr\u0119bski from Ro\u015blinniejemy.<\/p>\n – What is interesting is that retail chains are introducing plant-based products under private labels. I would venture to say that we can talk about a market segment rather than a trend – said Otr\u0119bski during the Congress.[6]<\/a><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/explainvisually.co\/wp-content\/uploads\/2020\/12\/devely-majonez.jpg” title_text=”devely majonez” align=”center” _builder_version=”4.7.4″ _module_preset=”default”][\/et_pb_image][et_pb_text _builder_version=”4.7.4″ _module_preset=”default”]<\/p>\n More and more companies are choosing to certify their products.<\/em><\/p>\n \u00a0<\/span><\/em><\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”3.25.4″][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”3.25.4″][et_pb_column type=”1_5″ _builder_version=”3.25.4″][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”3.25.4″][et_pb_text _builder_version=”4.7.4″]<\/p>\n Jogurty Magda<\/a> production facility has been operating in Poland for nearly 30 years. It is a family company located in Nowy Targ \u00a0producing yogurts… from cow\u2019s milk.<\/p>\n Everything changed when Magdalena Kubit, the company’s managing director, started a vegan revolution. The plant began producing plant-based yogurts using coconut milk.<\/p>\n – In preparation for Planton, we undertook extensive market research. We tasted dozens of products from all over Europe and set the bar very high for ourselves. The product by definition had to be delicious and not only aimed at vegans – says Magdalena Kubit<\/strong>.[12<\/a>]<\/p>\n In 2017, the company had a revenue of 5 million PLN. It started with the production of vegan yogurts at the end of 2017. In 2018, it had PLN 12.4 million in revenue.<\/p>\n The demand for the product was so high that the plant completely switched to vegan production.<\/strong> It is the first Polish dairy to produce only plant-based products.[13<\/a>]<\/p>\n \u00a0<\/span>
\n[\/et_pb_text][et_pb_code disabled_on=”on|on|on” _builder_version=”4.7.4″ disabled=”on”][\/et_pb_code][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”3.25.4″][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”3.25.4″][et_pb_column type=”1_5″ _builder_version=”3.25.4″][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”3.25.4″][et_pb_image src=”https:\/\/explainvisually.co\/wp-content\/uploads\/2020\/12\/kielecki-majonez-roslinny-weganski.jpg” title_text=”kielecki majonez ro\u015blinny wega\u0144ski” align=”center” _builder_version=”4.7.4″ _module_preset=”default”][\/et_pb_image][et_pb_text _builder_version=”4.7.4″ _module_preset=”default”]<\/p>\n
\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”3.25.4″][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”3.25.4″][et_pb_column type=”1_5″ _builder_version=”3.25.4″][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”3.25.4″][et_pb_code _builder_version=”4.7.4″ _module_preset=”default”][FM_form id=”14″][\/et_pb_code][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”3.25.4″][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”3.25.4″][et_pb_column type=”1_5″ _builder_version=”3.25.4″][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”3.25.4″][et_pb_image src=”https:\/\/explainvisually.co\/wp-content\/uploads\/2020\/12\/gazetka-lidl-produkty-weganskie.jpg” title_text=”gazetka lidl produkty wega\u0144skie” align=”center” _builder_version=”4.7.4″ _module_preset=”default”][\/et_pb_image][et_pb_text _builder_version=”4.7.4″ _module_preset=”default”]<\/p>\nPolish people open to new flavors<\/h3>\n
Cooperation with organizations promoting veganism<\/h3>\n
\u00a0The dairy that switched 100 percent to plants<\/h3>\n
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