Vegan Galaxy bar will appeal beyond vegans if the taste is right, says GlobalData

Following the news that Mars plans to launch a vegan Galaxy bar;

Ryan Whittaker, Consumer Analyst at GlobalData, a leading data and analytics company, offers his view:

“Mars’s decision to launch a vegan version of its best-selling Galaxy bar in the UK will be a positive move for Mars as it targets millions of consumers who want plant-based food, as long as the product meets expectations regarding taste.

“Most dark chocolate is technically vegan already, but fully authenticated vegan ranges present several technical issues for chocolatiers, including preventing cross-contamination with dairy or other animal products in factories, as well as replicating the taste and mouthfeel of milk chocolate.

“Despite these issues, there is a hunger for alternatives to dairy in the UK. According to GlobalData’s Q3 2019 consumer survey, 74% of millennials in the country find plant-based claims somewhat or very appealing – and this goes up to 79% with Gen Z. In foodservice, vegan fast food has exploded, and plant-based milk and meat replacements are piling up in every supermarket. As such, this product is a shrewd innovation in a highly competitive marketplace. Not only will this appeal to the growing number of vegetarians and vegans in the country, but it will also appeal to those with lactose intolerance.

“The company has noted that this is their first vegan product and that it will increase consumer choice.

“Challenges and celebrations around the vegan lifestyle such as Veganuary have been increasing in coverage and interest year on year. Targeting this recent annual tradition will provide the brand with heightened publicity and opportunities for sales.

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