Testing the Taste of Veganuary with Test Your Innovation

Each January, millions participate in Veganuary, a global challenge encouraging people to adopt a vegan diet for the month. Whether driven by environmental concerns, animal welfare, or health benefits, Veganuary has become a gateway for many to explore a plant-based lifestyle.

The numbers highlight its growing impact. In the UK, Finder estimated 2.5 million vegans in 2024, representing 4.7% of the adult population—an increase from earlier years where estimates ranged from 2-4%. In the US, Gallup found 4% of Americans identify as vegetarian, with just 1% labeling themselves as vegan.

Veganuary allows even non-vegans to experiment with plant-based eating while raising awareness of its benefits. To explore how recent vegan food innovations resonate with consumers, we tested ten products—five each from UK- and US-based companies—with representative samples from both regions. Using System1’s Test Your Innovation platform, we assessed their emotional appeal, purchase potential, and overall impact.

So, how did these products fare in the hearts of vegans and non-vegans alike? Let’s dive in.

Vegans Don’t Want Non-Vegan Remakes 

Some vegan innovations failed to connect, revealing a key insight: many vegans don’t want plant-based foods that resemble animal-based products too closely.

In the UK, plant-based chicken wings fell flat, with one respondent expressing Contempt: “Vegans and vegetarians I’ve spoken to don’t want their food to look like other food [that they are on the diet to avoid].”

Similarly, a US innovation of plant-based hot dogs garnered skepticism, with one respondent noting: “There is no way to take disgusting junk pieces of meat and somehow convert it to something vegans would want.”

Appealing to Non-Vegans: A Healthier Challenge for January 

Interestingly, several innovations resonated with non-vegans eager to embrace healthier eating habits. Positive emotions such as Happiness and Surprise were common, with respondents sharing comments like:

  • “I like chicken wings and I’m trying to eat less meat.” 
  • “Healthier and tasty.” 
  • “I love hot dogs and would love a healthier alternative.”

For many, chocolate is their kryptonite. Galaxy, by clearly tapping into what they know about their audience, created a dairy-free hazelnut praline chocolate bar and for the UK, it was the winning innovation. Reasons for Surprise and Happiness responses include, “Something different and tasty with less fat,” while others were excited to see a familiar brand tackle a new market, “It’s a unique and quality brand.” Similarly, a vegan milk alternative in the US received praise for its versatility: “I want to get away from dairy. This is a great alternative.”

These responses suggest that vegan innovations can successfully bridge the gap for “flexitarians” and those curious about reducing their meat and dairy consumption.

Is Vegan Always Healthier? The Processed Food Debate 

While veganism is often associated with health, the reality is more nuanced. Many vegan products rely on heavy processing to mimic traditional foods, leading to skepticism among consumers.

For those aware of the amount of processing some vegan foods can go through, negative emotions like Contempt, Disgust, and Fear surfaced in responses: “It’s not real food,” and “It is a way to con people.”

This highlights the ongoing debate between “vegan” and “plant based.” While veganism strictly avoids animal products, plant-based diets emphasize minimally processed, whole foods. Innovations in this space must balance convenience with clarity about their nutritional value.

Layering Innovation: To Fill Gaps in the Market

The top-scoring innovation in the US was Haagen-Dazs’ Non-Dairy Spirits Amaretto Black Cherry Almond Toffee Dessert. This product, while a mouthful, wowed respondents with its creativity and indulgence. One participant shared: “Never seen anything like it. Quite the spectacle.” 

Haagen-Dazs is tapping into a growing market here. According to Insight Ace,  the boozy ice cream market was valued at $881.49M in 2023 and is predicted to reach $1,628.27M by 2031. Those who do not consume dairy are able to participate in this growing market thanks to the brand doubling down on innovation with both dairy-free and alcohol-infused ice cream.

In the UK, M&S’s Plant Kitchen Vegan Garlic & Notzarella Flatbread appealed to respondents seeking unique options. One comment summed it up: “It’s something new.” 

There’s a plethora of vegan meats and cheeses available, but brands seem to forget about the other items that come into play with prepared foods, such as garlic bread, which is off the table due to butter. M&S thought of their audience with this one, bringing a fan favorite to the shelves.

These reactions underscore the importance of layering innovation—offering something new while addressing gaps in the market.

Veganuary inspires millions to explore veganism, and with it comes a wave of new food innovations. However, success in this growing market requires a nuanced approach. Vegans want authenticity, non-vegans seek healthier alternatives, and everyone values clarity and quality.

System1’s testing reveals that while some innovations resonate, others fall short. The key takeaway for brands? Know your audience, balance familiarity with novelty, and never underestimate the power of emotional connection.

As Veganuary continues to grow, so does the opportunity to create products that truly delight consumers—vegan or not.

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