Which fast-food brands are winning the ‘Veganuary’ search wars?

Which fast-food brands are winning the ‘Veganuary’ search wars?

No-one can have missed the biggest trend of 2020 so far – trying a plant-based diet. It’s so big that the growing popularity of ‘Veganuary’ has inspired some of the biggest fast-food brands to cater to the growing demand. One of the ways to measure who is winning the Veganuary race is to look at Google searches.

Research by OnBuy.com has revealed that among the coffee and fast-food chains, ‘KFC Vegan’ tops the search charts with an amazing 6,600 search queries every month. ‘McDonald’s Vegan’ is a close second with 5,400 searches.

‘Pizza Hut Vegan’, ‘Subway Vegan’ and ‘Domino’s Vegan’ each gained 4,400 monthly Google searches, according to the research findings.

At the other end of the spectrum, ‘Wagamama Vegan’ and ‘Starbucks Vegan’ generated just 1,000 online searches each month.

Interestingly, one of the pioneers of the trend – Greggs – generated just 2,400 searches for ‘Greggs Vegan’. However, having launched its Vegan sausage roll last year, its first-mover advantage appears to have ensured it performed much better on specific vegan product searches.

Searching for vegan fast-food products

Fast-food chains are most commonly associated with meat-based products. So their vegan products are often searched for by name. On specific vegan product searches, Greggs has been the clear winner with an astonishing 14,800 searches for ‘Greggs Vegan sausage roll’ per month – that’s 41 searches a day.

The ‘KFC Vegan Burger’ is rated second but lagging far behind on search volume with 4,400 online searches a month.


Public perceptions of these brands

In its research, OnBuy.com – a UK-based alternative marketplace to Amazon, also surveyed 728 British consumers to discover how they perceive food brands offering vegan products.

It found that 74% believe this made the brand ‘caring’ while 69% saw the brand as ‘modern’.

All of this is good news, particularly if marketers are hoping to position their brand as ‘innovative’ because 63% said the addition of a vegan option to an existing product range made them feel they were innovative.

More than half – 51% – described these fast-food brands as ‘aware’ as it demonstrated how they were willing to cater for varying dietary needs and preferences.

Only 30% thought a brand was ‘risk-taking’ when doing this.