Compared to Bumble’s BFF feature where 3% of users are active, the plant-based dating app Grazer’s friend-finding feature is being used by 20% of its users. The company credits this to a study that found people with dietary and ethical choices to be more likely to be isolated from social circles.
London-based Grazer announced that its friend-finding feature is outperforming Bumble, the U.S. online dating app for heterosexuals.
According to a 2019 study conducted by Cornell University, people who have food restrictions increase their chance of loneliness by 19%. This happens due to people being left out of their social circles and not being able to bond over the meals.
The Good Men Project found that loneliness can lead to a higher risk of depression having a massive impact on one’s physical health. WebMD research found that loneliness can have the same effect on mortality as smoking 15 cigarettes a day, with another report saying that it increases the chances of mortality by 26%.
Another study highlighted that during the pandemic, several people who were lonely faced higher emotional distress.
Empowering the plant-based community
To help address this loneliness and its effects on individuals, Grazer has launched the app exclusively for millennials and Gen-Z in the plant-based community.
Co-founder of Grazer, Charlotte Elizabeth, said that the app aims to offer a space where the plant-based community can connect freely. “We like to think of Grazer as ‘your vegan friend’ introducing you to your local plant-pioneers. Veganism is more than a diet, it’s an ethical and moral framework that defines someone’s daily choices. We’ve seen vegans really value finding other like-minded friends. We’re pleased with just how many of our users are active on our friend-finding section. It shows there is a real need amongst the plant-based community for connection and support.”
And the app’s friend-finding feature is catching on with plant-based individuals. With just 3% of Bumble users on its BFF (friend-finding) feature, 20% of Grazer users are looking to meet new plant-based individuals.
We like to think of Grazer as ‘your vegan friend’ introducing you to your local plant-pioneers. Veganism is more than a diet, it’s an ethical and moral framework that defines someone’s daily choices. We’ve seen vegans really value finding other like-minded friendsCharlotte Elizabeth, co-founder of Grazer
How does it work?
According to Grazer, 41% of online daters said that they would be less interested if someone lists themselves as ‘vegan’. On the other hand, 60% of vegans want a vegan partner.
The app helps individuals find like-minded vegans and vegetarians through a more mindful online space that doesn’t just thrive on the swipe feature. This means that users are only allowed to swipe a maximum of 30 times every 4 hours.
Available on both iOS and Android, the app has around 55% women users and has been listed as the 101st trending app on Google Play.
CEO and founder Lewis Foster said: “When I first went vegan in 2010, my family didn’t support what I was doing. It became a big talking point for everyone. I felt as though I had to constantly explain and validate my decisions, which quickly left me feeling isolated. Socializing became more difficult and it put a strain on my mental health. I hope Grazer can provide a support network for people experiencing the same.”
‘It’s a way to connect us all together and to meet new awesome people who share common ideals, goals, and visions,” said vegan filmmaker and Grazer investor Kip Andersen, of Cowspiracy, Seaspiracy, and What the Health. “I think the growth potential of this is phenomenal because as this movement grows, so will Grazer. I am excited to be a part of it.”
Another dating app for vegans and vegetarians, Veggly, is gaining popularity announcing that it had crossed a million matches on its platform, a significant increase from 25,000 users in June 2019 to over 300,000 in February 2021.
To further support the vegan community, New York-based Veganzone is a platform for plant-based individuals to meet and interact. From finding friends to creating and attending events, to sharing content and reading news, the app acts as a social media platform for the community.
Lead image courtesy of Grazer and Unsplash.