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Writer's pictureInsightTrendsWorld

Insight of the Day: Plant-based brands risk losing consumer interest, says Flora exec

Detailed Findings

  1. Challenges in Plant-Based Market:

    • Many plant-based brands face waning consumer interest due to overemphasis on the "vegan" label.

    • There’s a split in the industry: meat mimics are declining, while natural plant-based products are growing.

  2. Flora's Strategy:

    • Focuses on taste and performance over plant-based positioning.

    • Reassures consumers that products are high-quality, versatile, and suitable for cooking and baking.

  3. Consumer Expectations:

    • Consumers prioritize taste, versatility, and quality over the plant-based attribute itself.

    • A product's ability to deliver in traditional contexts (e.g., baking, cooking) determines its appeal.

Key Takeaway

Plant-based brands must prioritize taste, functionality, and versatility to appeal to mainstream consumers, moving beyond niche vegan marketing.

Trend

Plant-based repositioning, focusing on mainstream quality over niche identity.

Consumer Motivation

  • Seek confidence in products’ taste and performance rather than focusing solely on ethical or dietary labels.

What is Driving the Trend?

  • Saturation of the plant-based market with products marketed primarily on ethics rather than functionality.

  • Declining interest in meat mimics as consumers favor natural plant-based options.

  • Growing consumer demand for high-quality substitutes that integrate seamlessly into traditional use cases.

Who are the People?

  • Mainstream consumers who are open to plant-based products but expect quality and familiarity.

  • Less committed vegans or flexitarians prioritizing taste and functionality.

Description of Products/Services

  • Products like plant-based spreads, which deliver taste and versatility while supporting plant-based principles.

Conclusions

The plant-based sector must broaden its appeal by shifting the narrative from vegan exclusivity to delivering exceptional performance and taste.

Implications for Brands

  • Avoid leaning heavily on the plant-based label; instead, lead with taste, quality, and versatility.

  • Reassess product messaging to emphasize mainstream appeal.

Implications for Society

  • Encourages innovation in plant-based products that cater to broader audiences, not just niche vegan consumers.

  • Drives a more balanced adoption of plant-based diets by integrating them into everyday lifestyles.

Implications for Consumers

  • Greater access to plant-based options that feel familiar and versatile.

  • Products positioned as mainstream alternatives rather than niche options.

Implication for Future

The success of plant-based products will hinge on delivering on taste and functionality, ensuring they integrate seamlessly into mainstream diets.

Consumer Trend

Shift from ethical niche marketing to mainstream quality marketing in plant-based products.

Consumer Sub-Trend

Growing preference for natural, versatile plant-based options over meat mimics.

Big Social Trend

Mainstreaming of plant-based diets through innovation and repositioning.

Local Trend

Plant-based products gaining traction as substitutes in traditional recipes and contexts.

Worldwide Social Trend

Global pivot in plant-based marketing to emphasize quality over niche positioning.

Name of Big Trend

Plant-Based Mainstreaming.

Name of Big Social Trend

Taste-Driven Sustainability.

Social Drive

Desire for familiar, high-performing alternatives that align with ethical and health-conscious values.

Learnings for Companies to Use in 2025

  • Reframe messaging to highlight taste and versatility rather than focusing solely on plant-based identity.

  • Innovate products to perform well in traditional use cases, like cooking and baking.

Strategy Recommendations

  1. Lead with Taste: Highlight superior taste and functionality in all marketing efforts.

  2. Reassure Consumers: Position products as versatile, easy-to-use, and reliable substitutes.

  3. Diversify Offerings: Focus on natural plant-based products with clear advantages over competitors.

  4. Educate Mainstream Audiences: Promote plant-based products as high-quality choices for all consumers.

Final Sentence

The plant-based market’s future lies in mainstreaming quality, taste, and versatility, ensuring products resonate with consumers beyond niche vegan circles.

What Brands & Companies Should Do

  • How: Reposition messaging to prioritize taste and performance while subtly emphasizing plant-based benefits.

  • Why: To attract mainstream consumers who value functionality over niche appeal.

  • What: Develop versatile, high-performing products and marketing strategies that integrate seamlessly into consumers’ everyday lives.

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