THE HERBIVORES’ HEYDAY Charting the Future

of Plant-Based Foods

Plant-based foods have finessed their way into the mainstream, but are at a critical inflection point as they aim to be loved by more consumers

Let’s get something straight from the start. Plant-based foods are not a fad, they are not a fleeting trend, they are not the latest craze, and they are not a Grapefruit Diet dressed in sheep’s clothing. No, plant-based eating is here to stay, and it will grow, even with inflation headwinds that have affected progress in some sectors like plant-based meat last year. Younger consumer generations will be the fulcrum for driving the entire plantbased industry.

The culture of plant-based eating, though, is at an important inflection point, and it prompts certain strategic questions for manufacturers and retailers alike:

• How can marketing and branding acumen continue to attract consumers, particularly those who self-identify as flexitarians?

• What is the retailer’s role in driving growth, especially with respect to their own brands?

• Are there portfolio and ingredient boundaries that CPGs should consider reining in or expanding (jackfruit-everything, potato milk or vegan shrimp)? How do they affect consumer perception and who are they really targeting?

• How and why should I link plantbased within my food service strategy?

These are not easy questions for this now $42 Billion+ worldwide industry, especially for a sector that wants to grow in a smart and strategic way. In this article, we will address the necessary drivers for plant-based growth, the keys to success, and how a marketing, branding and culinary culture are all critical for further consumer embrace.