Marketing in field of vegetarian food products

Abstract

The aim of the study was to identify problems and prospects for the development of marketing policies for vegetarian food brands. Materials and methods. Data were collected using desk research from open sources of vegetarian food brands and retailers. The study was conducted using the methods of generalization, analysis and synthesis of information. The analysis based on J. McCarthy's 4P model was applied. Results and discussion. India has the highest level of vegetarianism in the world (about 38% of the population). A high level of vegetarianism is also observed in Mexico (19% of the population). Since the beginning of the 21st century, vegetarianism has been spreading in Ukraine. Vegetarianism is present in almost all countries of the world. Even in countries with a high percentage of animal products consumption (the United States (88%), Australia (86%), Argentina (85%)), the movement to protect the rights of farm animals is gaining popularity (46% of global funding for this movement comes from the United States), which is one of the motivations for the transition to vegetarianism. According to Fortune Business Insights, the global vegan food market is expected to grow by 163%, or $38.05 billion. Out of the total number of vegetarians, 6% are vegans, 8% are typical vegetarians, 9% refuse to eat meat, 33% limit their meat consumption, 15% limit their consumption of milk and dairy products, and 29% limit their consumption of both meat and dairy products. Among the motives for switching to vegetarianism, it is worth highlighting the environmental motive (64%), the health motive (24%), and the ethical motive (12%). Marketing strategies of vegetarian food producers include niche (according to F. Kotler) and concentrated differentiation strategies (according to M. Porter). The marketing product policy of vegetarian brands is represented by such categories as vegetable alternatives to meat and meat products (25%), vegetable alternatives to milk and dairy products (15%), vegetarian sweets (35%) and other categories, such as fast food, ready meals, and baked goods (25%). Considering the marketing mix of vegetarian brands according to J. McCarthy's "4P" model, a problem in the marketing pricing policy was identified. The average percentage of excess prices for vegan alternatives compared to conventional products is 236%, in particular by 87% for plant-based meat, by 170% for dairy products and by 450% for sweets. Such a price difference is one of the barriers to a faster transition to vegetarianism and the development of vegan products. The problem points in the marketing mix of food brands can be eliminated through an improved marketing policy mechanism that will provide economic, environmental and marketing effects.