Santa Maria, the Mexican of wraps, tacos, herbs and spices specialist, has released the latest Delve insight into social media conversations over the course of Veganuary, which it says ‘confirms the continued success of Mexitarianism - someone who likes any Mexican food - among vegans and flexitarians alike.
Santa Maria’s Barnaby MacAdam says: “Thousands of new vegan products hit the shop shelves this Veganuary, and a huge swathe of UK food operators flexed to create ‘safe’ vegan menus; creating classic British dishes using meat alternatives.
“This could explain why modern British cuisine nudged Mexican off the top spot. Despite this, Mexitarianism has stood its ground and is here to stay, as you can see from the exciting dishes being talked about online.
“Nachos are incredibly versatile and clearly in their ascendency. We launched our premium Nacho Chips last year and they’ve developed a die-hard chef following.”
With more people participating in Veganuary, online conversations increased, with a noisy 20,900 social media posts.
Share of ‘voice’ for last year’s winner – Mexican - remained strong, with 16% of overall conversations, but this year it was pipped to the post by British cuisine – maybe due a spike in interest in British food following the pandemic.
The two cuisines have gone neck and neck over the last four Veganuaries, vying for the hearts - and social media posts - of Veganuary participants.