Phénomène de mode ou changement alimentaire durable, le véganisme a le vent en poupe. Pour répondre à la demande croissante en produits vegans, de nombreuses marques traditionnelles proposent désormais leurs alternatives sans aucun ingrédient issu de l’exploitation animale. Petite analyse marketing de ces marques qui ont sauté le pas…
Des produits vegans plus accessibles
Il y a quelques années, le véganisme était encore un mode de consommation peu répandu. Sur les étalages de nos supermarchés, il y apparaissaient peu ou pas de produits vegans, encore moins présentant des labels. En 2012, à peine 1,5 % des denrées alimentaires et des boissons disponibles sur le marché étaient labellisées véganes. En 2015, ce chiffre est passé 4,3 % : en seulement trois ans, le nombre de produits déclarés véganes a presque triplé.
Auparavant réservés à des boutiques (magasins bio) et des marques spécialisées (en supermarché, la marque Bjorg), les produits vegans se démocratisent et de nombreuses marques traditionnelles proposent des alternatives à leur propre produit afin de conquérir une nouvelle clientèle.
Herta
Géant de la charcuterie, Herta a rapidement proposé des déclinaisons de produits vegans au sein de ses gammes : saucisses knaki veganes, steak végétal, boulettes de soja…
Ben & Jerry’s
La fameuse marque de crèmes glacées a été la première de son industrie à proposer des glaces véganes. Avec un large choix, les consommateurs trouveront sûrement leur bonheur.
Andros
Notamment connu pour ses compotes de fruits (tout aussi véganes), Andros s’est lancé dans la production de yaourts et desserts vegans à base de lait végétal.
Magnum
Autre marque de crème glacée, Magnum a également proposé sa version vegan.
La Fournée dorée
Que les vegans se réjouissent ! Ils peuvent désormais trouver de l’excellente brioche 100% vegan prête-à-l’emploi. La Fournée dorée a adapté sa célèbre recette pour répondre à la demande croissante en produits vegans.
Produits vegans ou végétal : attention à la nuance !
Sur l’année 2016, les ventes de produits végans (tous domaines confondus) ont augmenté de 82 % rien que dans l’hexagone. Une opportunité que les industriels comptent bien saisir pour satisfaire cette demande. Adapter ses recettes n’est pourtant pas toujours facile, et les alternatives utilisées ne sont pas toujours très saines : à titre d’exemple, le beurre est souvent remplacé par de l’huile de palme par les industriels.
Attention également avec certaines marques qui présentent leur produits sous le terme de « végétal » alors que ceux-ci contiennent du fromage, des oeufs ou d’autres produits animaliers (par exemple Le Gaulois qui a lancé un cordon bleu végétal mais qui contient du fromage).
A l’inverse, certaines marques proposaient déjà des produits qui n’utilisent aucun produit animal, mais n’ont jamais labellisé leur produits comme étant vegan. L’association de défense de animaux Peta en recense d’ailleurs plusieurs sur son site.
Retrouvez notre analyse approfondi de la marque Danone sur le segment du végétal.
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