Vegan and plant-based foods are no longer a niche market—they’re the future of food, and social media is at the forefront of this revolution. In 2025, exclusive product drops and influencer-driven campaigns are creating major buzz, with limited-edition items fueling FOMO and driving consumer demand.
Brands are leveraging scarcity to create anticipation, making every launch feel like an event. But it's not just about the products—it's about the movement. Consumers are connecting with plant-based food as a moral choice, not just a dietary one, with transparency and ethical stories becoming essential components of marketing.
The power of social media is being harnessed to build communities around veganism, with hashtags and user-generated content amplifying engagement. Influencers are driving this connection, offering relatable day-in-the-life content that showcases how plant-based eating fits seamlessly into busy lives.
Whether it's through challenges or cross-industry collaborations, these trends are redefining how vegan food brands interact with their audience, making plant-based living feel like a lifestyle, not just a diet. Ready to dive into the trends shaping the future? Keep reading.
- 1. Plant-Based Meat Alternatives: Tapping into the Future of Protein
- 2. Sustainability as a Key Selling Point
- 3. Innovative Vegan Products: The Rise of Plant-Based Innovation
- 4. Vegan Lifestyle and Daily Habits: Beyond a Trend, It’s a Movement
- 5. Ethical Eating: Marketing the Intersection of Health and Morality
- Planting the Seeds for Success
- Frequently Asked Questions
1. Plant-Based Meat Alternatives: Tapping into the Future of Protein
Plant-based meat is no longer just a fringe option—it’s going mainstream, and brands are lining up to cater to every type of eater. Whether it’s flexitarians easing into plant-based meals, health-conscious folks craving cleaner alternatives, or environmentally-driven consumers looking to save the planet, plant-based meats are meeting the moment.
Take Beyond Meat, for instance—flexitarians love how it mimics the taste and texture of real beef, while Impossible Foods markets its burgers with a clear environmental angle, emphasizing their 89% smaller carbon footprint compared to beef. Tailoring messaging like this speaks directly to each consumer’s values, whether that’s indulging in something delicious or saving the world with every bite.
@zoebarriesode #duet with @impossiblefoods eating a burger made from plants, while reducing your carbon footprint sounds like a win-win to me! 🤠 #CookImpossible #MiniKitchen #MiniFood #ImpossiblePartner #EarthDay ♬ original sound - Impossible Foods
Here’s where it gets exciting: enter the "trial and reward" strategy. By positioning that first bite as guilt-free and indulgent, brands are turning a simple trial into a rewarding experience. When people try plant-based meat for the first time, they’re rewarded not just by the taste, but by the knowledge they’ve made a healthier, planet-friendly choice. It’s a win on both fronts.
And then there’s the magic of taste tests. Who doesn’t love a good “Is it really plant-based?” moment? Brands like Impossible Foods have nailed this with their taste challenges, even creating campaigns that show real chefs and everyday consumers reacting to their products.
@seeshots TRYING MY FIRST IMPOSSIBLE BURGER IN THE BLOODY DELICIOUS CHALLENGE Have you ever tried the Impossible Burger from @Impossible Foods ? It tastes, cooks, and sizzles like beef, but it’s plant-based! In this video I try it out for the first time with my honest opinion. Visit the Impossible website to find your local stockist or from your local Woolworths if you like to make it yourself from home. ad #Impossiblefoods #bloodydeliciouschallenge ♬ Coastal Vibes - GorillaSoundz
Add in some fun, like blind taste tests (think: "Which burger is the real beef?"), and you’ve got the recipe for social media gold. With influencers and peer reviews amplifying those reactions, the “social proof” snowball effect kicks in, building trust and curiosity. Suddenly, everyone wants a bite—because if it’s good enough for the internet, it’s good enough for them.
2. Sustainability as a Key Selling Point
Sustainability is no longer just a checkbox for plant-based food brands—it’s the beating heart of the industry. Consumers want to feel like their purchases are an extension of their values, and plant-based brands have the unique opportunity to tap into this desire.
By positioning sustainability not just as a product feature but as an essential part of a consumer’s lifestyle, brands can align themselves with broader trends like eco-luxury, zero-waste living, and ethical consumption.
Allplants, for instance, does this brilliantly. The UK-based brand not only offers plant-based meals but also packages them in 100% recyclable and compostable materials. By making sustainability integral to their product experience, they invite consumers to embrace plant-based eating as part of a larger, eco-conscious lifestyle.
This isn’t just about food; it’s about self-expression. Using the "self-concept theory," brands can tap into how their customers want to be seen. Are they eco-warriors, conscious consumers, or trendsetters in the sustainability movement? By positioning plant-based eating as part of a broader personal identity, brands can make their products feel like a seamless part of their customers' commitment to sustainability.
And for storytelling that resonates? This—a UK-based plant-based meat brand—has mastered the mix of transparency and edge. Their campaigns often pull back the curtain on their carbon footprint, supply chain, and packaging innovations with a touch of humor and brutal honesty (read: calling out greenwashing in the industry).
Instead of just saying “we’re sustainable,” This shows consumers exactly how their burger does better for the planet, the animals, and their conscience. This taps directly into "narrative transportation"—the idea that consumers become emotionally invested in a story.
3. Innovative Vegan Products: The Rise of Plant-Based Innovation
Innovation in plant-based foods is about more than just new flavors or ingredients; it’s about creating experiences that get people talking—and sharing. One of the most effective ways to spark excitement? Limited edition or “first-to-try” product drops.
Think Oatly and their "Barista Edition" plant milk—people were lining up for it, driven by the excitement of trying something that felt exclusive. Offering early access or limited runs taps into the FOMO (Fear of Missing Out) mentality, encouraging customers to act quickly and spread the word on social media.
By positioning these drops as a “limited-time-only” deal or exclusive to a small group (like the first 1000 customers), brands can turn every product launch into an event. It’s scarcity marketing at its best, fueling demand and building buzz that lasts long after the release.
@latteartista Testing the Oatly barista edition lighter taste 🙃🤙🏻 @Oatly Was quite happy with it! 🙂 #oatly #coffee #latteart ♬ Originalton - latteartista
But FOMO isn’t the only game in town. Cross-industry collaborations are proving to be a powerful tool for making plant-based products feel fresh and on-trend. Vegan-certified collaborations with fashion, lifestyle, and even tech brands create a cultural convergence, bringing veganism beyond the plate into people’s everyday lives.
Take Abel & Cole, a UK-based organic food delivery service, teaming up with eco-luxury brands to create “plant-based dinner kits” that cater to the fashionable and eco-conscious. This isn’t just about selling food—it’s about introducing a lifestyle.
@abel_and_cole 🌿 Ready in just 30 minutes and loaded with 6½ plant points, this easy curry is the perfect gut health friendly midweek meal. 🍽 It’s made with @Mr Organic’s cooked green lentils. Their jars show you how many plant points each serving of lentils has, which makes it easy for you to keep track. Cook them with organic @abelandcole veg and plenty of spices – which all count towards your 30 plants a week. You’ll quickly have a satisfying, nourishing meal that proves how delicious plant-based eating can be. Quick & Creamy Lentil Curry Serves 2 1 onion 1 tsp yellow mustard seeds ½ tsp fennel seeds 1 red pepper 1 courgette 2 tbsp tomato purée 1 tsp ground cumin 1 tsp ground coriander ½ tsp ground cinnamon ½-1 tsp chilli powder 350g jar of green lentils A handful of coriander Kachumbar & naans, to serve 4 tbsp soya cream 1 lemon Peel and finely slice the onion. Set a heavy-based pan on a medium heat and add 1 tbsp oil. Add the onion with the mustard seeds and fennel seeds. Season with salt and pepper. Fry, stirring frequently, for 8 mins till the onion is well browned and soft. While the onion fries, halve the red pepper, scoop out the seeds and white pith, and finely dice the pepper. Trim and dice the courgette. Add the pepper, courgette and tomato purée to the onion. Pour in 100ml water. Fry, stirring often, for 5 mins, till the pepper has softened. Add the cumin, coriander, cinnamon and chilli powder (use as much as you like). Fry, stirring, for 30 secs. Tip in the jar of lentils with the liquid from their jar. Top up the pan with 200ml water. Turn the heat up and bring to the boil. Once the curry is boiling, turn the heat down a little and pop on a lid. Simmer for 10-12 mins till the lentils are warmed through. Meanwhile, pick the coriander leaves off their stalks. Warm your naans. Add 4 tbsp soya cream to the pan and stir well to mix. Squeeze in a little fresh lemon juice. Taste and add a pinch of salt and pepper, if you think it needs it. Ladle the curry into bowls. Garnish with the coriander leaves and serve with the warm naans and kachumbar salad. #AbelandCole #Recipe #30PlantsAWeek #GutHealthy #GutHealthyRecipes #VeganFood #Vegan ♬ original sound - Abel & Cole
Partnering with influencers in fashion, sustainability, or wellness creates a vibe that makes veganism feel trendy, not just a food choice. It taps into a broader cultural conversation and opens the doors to new audiences who may not be strictly focused on food but are keen on embracing sustainable, innovative lifestyles.
When a brand is able to fuse innovation, exclusivity, and cross-industry appeal, it doesn’t just set trends—it creates a movement.
4. Vegan Lifestyle and Daily Habits: Beyond a Trend, It’s a Movement
Veganism isn’t just for the occasional “Meatless Monday”—it’s becoming a mainstream movement, and brands can position it as a natural, everyday choice. How? By creating content that shows how easy and sustainable vegan living can be, even for the busiest of people.
Picture influencers casually showcasing their “day-in-the-life” content—perhaps whipping up a quick plant-based breakfast or swapping out a dairy-filled coffee for a creamy oat milk latte on their commute.
Sweet Earth Foods does this perfectly by highlighting how their products, like plant-based burritos or veggie burgers, can be integrated into busy, everyday routines. These relatable content pieces help position veganism as something that seamlessly fits into any lifestyle.
@turnipvegan #ad Happy Veganuary! Check out this awesome recipe I made with Sweet Earth Mindful Chik’n #sweetearthvibes ♬ original sound - Turnip Todd
Even better? Repurpose this content to maximize reach and engagement. That day-in-the-life video that took a couple of minutes to shoot? Turn it into a YouTube feature, blog post, or podcast. Then, break it down into bite-sized, snackable pieces for TikTok, Instagram Reels, and Twitter to keep the conversation going across all platforms.
The more touchpoints, the better, especially when each platform has its own unique audience. Repurposing content this way ensures the vegan lifestyle remains fresh, accessible, and appealing to everyone.
On the community-building side, it’s time to take the vegan movement to the next level by creating a space where consumers can truly connect and share. Think branded hashtags, challenges, and recipe-sharing contests.
This builds a community around shared experiences and plant-based living, while giving customers a sense of belonging. By implementing a “community-driven content loop” where user-generated recipes and challenges drive engagement, brands can elevate veganism from a diet choice to a full-fledged lifestyle movement.
5. Ethical Eating: Marketing the Intersection of Health and Morality
The intersection of health and morality in plant-based eating is a goldmine for brands. Today’s consumers want to feel like they’re making not just a healthy decision for themselves, but also for the world.
By positioning plant-based eating as both a moral and health-conscious choice, brands can appeal to customers who value ethical living. Take Thrive Market, for example. Their messaging highlights not only the health benefits of choosing organic and plant-based products but also the environmental and ethical values that underpin their business model.
They emphasize how members of their online marketplace are directly supporting sustainability and ethical sourcing by buying their products. This dual focus positions plant-based products as a way to both feel good and do good.
@thrivemarket
In 2014, Thrive Market started with a mission to make healthy and sustainable living easy and affordable for everyone. 10 years later, our community has proved it’s a mission that matters, from becoming a B Corp to raising $16 million for food equality 💚 We’re here today because of our members and our community — here’s what you love most about Thrive Market. Link bio to read our take on the moments that have defined the last 10 years of thriving.
♬ original sound - Thrive Market
The "moral high ground" model is an effective approach in this space. For brands like Ben & Jerry’s, which has committed to using Fairtrade-certified ingredients and sustainable practices, it’s not just about creating delicious plant-based ice cream—it’s about showing that choosing these products helps consumers feel like they’re making a positive, ethical impact.
Ben & Jerry's also positions their plant-based ice cream flavors as a way to stand up for justice and sustainability, aligning their brand with broader societal issues. Their messaging reinforces their customers’ identities as ethical and socially responsible individuals, appealing to the part of us that wants to make a difference with every purchase.
@benandjerrys Happy #WorldFairtradeDay! We're celebrating with a scoop of our chocolatiest flavor in honor of our special relationship with the Fairtrade cocoa farmers who make flavors like Chocolate Fudge Brownie possible. Economic justice tastes pretty sweet! Learn more at the link in our bio. #benandjerrys #icecream #cocoa #chocolate #fairtrade #cocoafarmers ♬ original sound - benandjerrys
In the age of conscious consumerism, transparency is key. To build trust, consumers need to know where their food comes from and how it’s made. Certifications like Fair Trade or Rainforest Alliance are important, but radical transparency is what sets brands apart. This transparency builds consumer confidence and reinforces the idea that purchasing their products is a direct action towards sustainability.
Planting the Seeds for Success
As the vegan and plant-based food industry continues to grow, brands must focus on innovation, exclusivity, and community-building. Tapping into the power of FOMO through limited-edition releases, telling authentic ethical stories, and leveraging influencer partnerships can drive engagement and loyalty.
Moving forward, brands should prioritize transparency and experiment with new ways to integrate sustainability and innovation, setting themselves apart in a competitive market.
Frequently Asked Questions
What are the top plant-based foods trending on social media in 2025?
Plant-based meat alternatives, such as vegan steaks and chicken, are gaining significant attention. Additionally, plant-based dining experiences, from fast-casual to fine dining, are trending on platforms like Instagram and TikTok.
How are influencers driving plant-based food trends on social platforms?
Influencers are creating viral recipe content and taste tests, often highlighting new plant-based products. These influencers are shaping perceptions of plant-based foods as both trendy and accessible to a broader audience.
What type of plant-based products are gaining the most attention in 2025?
Vegan versions of traditional comfort foods, like steaks, chicken, and dairy-free cheeses, are dominating the conversation. Brands are focusing on creating products that mimic familiar textures and flavors, attracting both vegan and non-vegan audiences.
How is the rise of vegan food being represented in social media content?
Social media is flooded with vibrant visuals of plant-based dishes, from plated meals to easy-to-follow recipe tutorials. Influencers often pair these visuals with messaging about sustainability and health benefits, tapping into consumer desires for conscious eating.
What role does plant-based food play in viral TikTok trends this year?
TikTok's algorithm rewards engaging, food-related content, and plant-based meals often go viral due to their vibrant colors and creative recipes. Users are showcasing innovative ways to prepare plant-based meals, sparking widespread curiosity and engagement.
What are the latest plant-based dining trends in 2025?
Fast-casual and quick-service plant-based dining options are on the rise, as are pop-up restaurants showcasing vegan comfort food. More restaurants are offering plant-based menus that cater to both vegans and meat-eaters, creating inclusive dining experiences.
How are brands using social media to showcase plant-based recipes?
Brands are partnering with food influencers to share plant-based recipes that feature their products. These collaborations often include fun challenges, cooking tutorials, and user-generated content to foster engagement and brand loyalty.
