In a recent episode of the EGN podcast hosted by Efe von Thenen, Moritz Möller, the CMO and CPO of Veganz Group, shared valuable insights into the company’s journey within the rapidly evolving plant-based industry. As a pioneering vegan brand founded in Germany, Veganz Group’s innovative approaches and market adaptations serve as a blueprint for other emerging brands in the sector.

Veganz Group began its journey as Europe’s first specialized vegan supermarket, identifying a significant market gap for accessible plant-based products. At a time when vegans had to meticulously scrutinize labels to avoid animal-based ingredients, Veganz offered a solution that combined convenience with the assurance of vegan compliance. The supermarket model quickly attracted a dedicated customer base, which laid the groundwork for future developments.

As the market expanded and other retailers began to introduce vegan options, Veganz Group recognized the necessity to adapt. Transitioning from a retail-focused model to wholesaling was not merely a reactionary move; it was a strategic decision that allowed the company to diversify its offerings. Today, Veganz stands as a full-scale vegan brand, producing an impressive array of over 500 products, ranging from algae-based fish alternatives to cashew cheese with a simple ingredient list.

A major milestone in Veganz Group’s evolution was the establishment of its own production facilities. This decision not only bolstered profitability but also provided the company with greater control over product quality and the capacity for in-house innovation. By owning the production process, Veganz can ensure that each product aligns with its standards for sustainability and quality.

Explosive Growth and Market Navigation

The plant-based food market has witnessed rapid growth, driven in large part by consumers becoming more aware of the environmental impact of their food choices. Recent studies indicate that a staggering 33% of global carbon emissions are attributed to food production, primarily from animal agriculture. This realization has nudged many consumers toward plant-based alternatives.

However, Moritz Möller pointed out that consumer behavior varies significantly across Europe. Northern regions generally show a higher receptivity toward plant-based diets, while other areas are still catching up. Veganz Group effectively capitalizes on this trend by catering to both committed vegans and flexitarians who are increasingly open to integrating plant-based foods into their diets.

Despite its successes, Veganz Group has contended with several challenges. The pandemic spurred a rise in interest for healthier, sustainable options, but this surge was followed by inflation, pushing many consumers to seek more affordable choices, thus favoring store brands over premium vegan products. In response, Veganz reassessed its product offerings to focus on the most profitable items while utilizing its IPO investments to boost in-house production and maintain a competitive edge.

Driving Innovation and Consumer Education

Innovation lies at the heart of Veganz Group’s strategy. Möller highlighted several pioneering products the company has launched. One standout is their unique milk alternative, produced in sheet form. By eliminating water from the product, Veganz significantly reduces the environmental impact associated with transportation and packaging—demonstrating commitment to sustainability.

Furthermore, the company has developed high-protein meat alternatives that consumers can rehydrate at home, catering to those seeking plant-based solutions without sacrificing convenience. However, introducing novel products requires effective consumer education. Veganz Group is actively working on strategies to communicate product benefits across various channels, particularly social media. Engaging content is essential as it can drive organic reach and encourage experimentation with vegan options among potential consumers.

The Importance of Strategic Insights

During the podcast, Moritz Möller concluded with three strategic recommendations for emerging vegan brands, underscoring the importance of market understanding, innovation, and adaptability. As the plant-based sector becomes increasingly crowded, these insights can help establish a strong foothold.

1. Understand Your Audience: Every market segment is different. Tap into consumer behavior to tailor products that meet specific needs across diverse demographic groups.

2. Innovate Continuously: The plant-based landscape is not static. Regularly invest in research and development to create products that not only attract consumers but also resonate with their values, such as sustainability and health.

3. Focus on Education: As the market matures, consumer education becomes critical. Use informative and engaging content across platforms to highlight product benefits and foster a deeper connection with your audience.

In a world searching for healthier, more sustainable food options, Veganz Group’s journey reflects both the challenges and opportunities present in the plant-based market. The company’s commitment to innovation, quality, and consumer education positions it as a leader in the industry, paving the way for other brands seeking to make an impact.