Vegan Society That Encourages Eating Products Free of Meat - Case Study Example

The Vegan Society Promotional history of the society Vegan society is a charity organisation that is registered in United Kingdom, and continuously promotes products based on veganism. The organisation that was founded in 1944 encourages people not to consume animal products such as meat, eggs, honey, and lanolin to name some. Most of these considerations are based on moral, ethical, and ideology and they are against any activity that utilises animals in research or any scientific obligations. For example, they are against animal testing, factory farming, or utilisation of land intensively for the purpose of animal productions. Vegan society promotes veganism because they think that animal farming industries are among the top causes of numerous environmental problems, and vegans are championing non-use of animal products so that they can tackle such problems. All over the world, different vegans exist but all of them are linked together, and through AGM set the policy, which helps in shaping the future of veganism, and the members also improves on financial health of the Society through introducing new members. The more members mean that more money will be accumulated while their members ensure that more knowledge from diverse regions is accumulated and shared for the well-being of the society. Vegan society continuously promotes veganism through consuming vegan diets, which are commonly vegetarian dishes. Generally, scientific research has shown that properly planned vegan diets are healthy and usually satisfy nutrional needs. However, those diets that are poorly planned may lack iodine, calcium, vitamin D and vitamin B12. Even though vegans are few, they account between 0.25% and 0.4% of the United Kingdom population. Various statistics has shown that the number of vegetarians is growing. In the National Diet and Nutrion Survey that was carried out by UK Food Standard Agency in 2002 indicates 5% of the respondents associate themselves with veganism. However, this 5% viewed differently animal products. For example, 29% of them avoid all animal products while 5% of the 5% respondents avoid dairy products. Generally, this can be extrapolated to mean that 0.25% UK population champion vegan diet. Another research that was carried out in 2007 by Department for Environment, Food and Rural Affairs showed that attitudinal behaviour of UK population towards the environment was 2.24% of the population linked themselves to veganism. Moreover, in the same study showed those vegetarians who do consume fish and chicken constituted 2.7% of the population. The Department for Environment, Food and Rural Affairs indicates that more men compared to women are vegan, most of vegan live in cities, while 16-29 years old champions veganism (Vegetarian Society, 2010). Additionally and according to Glasgow University, 10% of sandwiches and hot meals that are offered by Hospitality Service lies within or have vegan option. Moreover, according to The Vegan Society (2010) website, figures estimates that those products that are free from meat in UK are worth £548 million a year, and this is an increase from £333 million that was reported in 1996. The increase in the number of vegetarians may be based on healthful and environmentally friendly nature of vegan diets. Thus, promoting vegans diet as part of nutrionally sound diets produced with care, and beneficial in prevention of diseases has continuously improved the market for vegan diet. Generally, promoters are supposed to tailor communication to their audiences through emphasizing environmental and animal benefits, and focus on healthiness of such products, this will improve the perception towards meat free products, and thus may reach out to true vegans and vegetarians. Moreover, and most likely, those organisations and companies that favour pro-animal themes are liked by vegans. While promoting the product, some factors that consumers bring into consideration includes price, taste, availability and convenience. Research has shown that, and according to Soyfoods Association of America, taste was the major component when choosing meat alternative, cost was second while fat content was third. The promotion approach should educate consumers so that the consumers can easily evaluate unfamiliar products, and enable them to make sound decision. These consumers may likely purchase the product when they are provided samples, demonstrations, prepared meals and preparation all of which addresses convenience and taste concerns. Food Standards Agency that carried out a Public Attitudes to Food Survey 2009 between October and November 2008 showed that 3% of the people interviewed were “completely vegetarian”, while another 5% “partly vegetarian”. Another survey that was carried out and published in 2007 by Defra Survey of attitudes, knowledge and behaviour in relation to the environment showed that 3% of respondents championed vegetarianism, 5% ate only chicken and fish while 2% were vegan. Moreover, the survey carried out by Food Standards Agency titled Consumer Attitudes to Food Standards Survey 2005 indicate 4% of the households interviewed reported one member being vegetarian, and 5% showed one member ate meat (Vegetarian Society, 2010). Additional, numerous hotels have sprung that supports vegan diets and they offer discounts on their accommodation services. Generally, data and statistics indicate the rise in number of vegans. The Vegan Society (2010) referencing Healthy Eating Key Note Report 2003, state that, the vegetarian market was expected to grown by 31% from 2003 to 2007. It also states that seven million people in UK hardly or never eat dairy products. Moreover, referencing Food and Drink Federation 2002, The Vegan Society (2010) state “The meat free sector is now one of the most dynamic and innovative sectors of the UK food industry”. Moreover, according to Vegetarian Society (2010) on Information Sheet referring to industry sales figures 1991-2004 estimates that meat free foods market in 2008 is estimated to £739 million, and from this, £170 million are meat substitutes. Vegetarian Society (2010) analysing Mintel Meat-free Foods Report shows that £739 million estimate was a growth from £626 million in 2004, and this was a rise by 38% on the 1999 level. Based on Taylor Nelson Sofres figures estimate that meat free products rise to £779 million per annum in 2008/2009. Generally, these numerous statistics indicates promotional approach that s used by vegetarian and vegan societies is introducing new members and at the same time improves on organisational revenues. Even though, Vegan Society is a charity organisation, the large following indicates that populations have come to be associated with meat free foods. Competitors Competition is inherent in any business dispensation. Organisations and firms are forced to formulate and implement effectively marketing strategies based on objectives, target market, market mix strategies and vision/mission statement of their organisations. The Vegan Society UK has numerous competitors that champions healthy eating and based on eating meat diets. In this case, competitors can be in two forms 1) are other vegetarian organisations and 2) are those organisations that sell meat products; their impact is usually minimal. Vegetarian organisations that compete against The Vegan Society are Viva, The Christian Vegetarian Association UK and Vegetarian Society. Vegetarian Society is among the oldest organisations in the United Kingdom that runs educational charity that promotes understanding and respecting vegetarian lifestyles. The organisation was established in 1807, and has many branches across the world. This is the major competitor because it has a large market share doubled with number of years that they have been in the market before Vegan Society. Moreover, the organisation has numerous products and services with developed and cooperative stakeholders. Vegetarian Society has journal that was initially called Vegetarian Messenger but currently called The Vegetarian Journal. Furthermore, the organisation has Homes for Elderly Vegetarians and other charity organisations that cement their position (Vegetarian Society, 2010). On the other hand, Viva was established in 1994, and in 2002 established the Vegetarian & Vegan Foundation that aimed in educating vegetarian diets. The Founder & Director states, “The most powerful action you can take to end animal suffering, improve your health, protect the environment and bring fairness to the world’s poor is to stop eating meat, dairy and fish” (Viva, 2010). The organisation is still developing, but in the near future, it is believed it will be a huge competitor. Through their promotional activities, they state that animal products causes environmental obstruction contributes to global hunger, damages human health, and inflicts immerse suffering. Thus, the organisation continuously champions – “go vegetarian, or better still, vegan” (Viva, 2010). The organisation utilises different strategies that include solid research, popular campaigns, effective media skills, undercover exposes, and generally are improving living standards of vegetarians. The Christian Vegetarian Association UK is another competitor that operates its activities based on ministry creed, which is environment and health, animal rights and welfare, and discipleship (The Christian Vegetarian Association UK, 2010). The organisation was established in 2004, and the Veg4Let champions Christian living. This organisation is a major force because a high number of people in UK are Christians or affiliated with Christianity. Thus, the organisation maximises on this privilege to ensure the population understand the threats associated with animal products. Moreover, the organisation support, share and show impacts associated with consuming animal products. This organisation is still new, and its ideologies and philosophies have not been fully embraced into the society. Thus, it is not a major competitor but a potential competitor. Organisation such as retail stores, supermarkets and other stores usually promote and market meat or animal based products. These organisations continuously market their products and this may tempt vegetarians to start consuming meat products. Moreover, the strategies that are used by these organisations ensure reduces the chances in which they will stop eating meat. Generally, Vegan Society is a charity organisation that educates and encourages healthy eating through eating products that are free of meat/animal products. Vegan Society started operating in 1944 in UK, and currently has numerous stakeholders. Meat free products consumption is continuously increasing and thus the market of vegetarians has been increasing. Statistics shows that the value of meat free industry and increase in the number of customers with time has shown that the market can sustain the organisation. Vegan society has numerous competitors that include The Christian Vegetarian Association UK, Vegetarian & Vegan Foundation and Viva. These organisations have numerous strengths and weaknesses that can be maximised through formulating appropriate strategies that will make Vegan Society to prosper. References Vegetarian Society. 2010. Industry Sales Figures 1991-2004. [Online]. Available: http://www.vegsoc.org/info/statveg-sales.html [28 January 2010]. Viva. 2010. Welcome Viva. [Online]. Available: http://www.viva.org.uk/ [28 January 2010] The Vegetarian Resource Group. 2010. The Market for Vegetarian Foods. [Online]. Available: http://www.vrg.org/nutshell/market.htm [28 January 2010] The Christian Vegetarian Association UK. 2010. Home Page. [Online]. Available: http://www.christianvegetarian.co.uk/ [28 January 2010] The Vegan Society. 2010. Facts and Figures. [Online]. Available: http://www.vegansociety.com/user-hubpages/businesses/trademark/facts-and-figures.aspx [28 January 2010] Read More