A record-breaking Veganuary in 2021 proves the event holds great value for brands and retailers alike and underlines the growing opportunities for the plant-based category. However, the potential of the category stretches far beyond a one-off retail novelty, according to Danielle Jackson, Strategic Planner at Zeal Creative.

With sustainability and health now major consumer food trends, more shoppers are buying plant-based foods as part of a ‘flexitarian’ or vegan diet. This opens up new opportunities for brands looking to diversify their appeal. Proximity media, point-of-sale and on-pack activity are crucial, together with activity on retailer websites – the channels that...