STORY: Greggs tops vegan product mentions online

New research from William Murray PR & Marketing has revealed that Greggs' vegan sausage roll was the most talked about product throughout Veganuary.

The success of Greggs' vegan NPD has been well documented, with the nationwide bakery chain acknowledging the sausage roll helped the business break the £1bn sales barrier in its recent results.

Veganuary, the month-long veganism challenge during January, saw 250,000 sign ups this year. 

William Murray used Delve, its social listening tool, to keep track of what people were saying online during the campaign. 

McDonald’s and M&S were quick to announce new vegan-friendly products in January, with vegan Happy Meals and the Plant Kitchen ranges appearing on shelves across the country.

But Greggs won the "battle of the brands" for NPD with its vegan sausage roll, owning 67% of product mentions.

When it came to brand share of voice, plant-based meat alternatives Oumph and Quorn were the top two most talked about brands over Veganuary.

This was also true for individual ingredients, with tofu (44%) and jackfruit (34%) popular choices.

The social listening tool saw a spike in Veganuary conversations around on Monday afternoons and Saturday mornings – times of the week where health is more likely to be front of mind.

Overall, more than two-thirds (64%) consider the month-long lifestyle challenge a positive change.