More than one in five US consumers identies as a flexitarian, representing a large market opportunity for plant-based food and beverage brands and foodservice operators, according to a Mintel report. To best reach this growing audience, Mintel suggests addressing the primary reasons why consumers are transitioning to a more a plant-based diet in the first place.
Lead with health messaging and emphasize taste
"There are three main reasons: health, ethical, and environmental. Health reasons, such as concerns about blood pressure or cholesterol, act as a main driver for consumers in general. Concerns about animal ethics or the impact of animal products on the environment are secondary drivers. Interestingly, these motivations differ by diet type; flexitarians are driven by health reasons, while vegans or vegetarians are motivated by ethical or environmental reasons," said Amanda Topper, associate director of foodservice research at Mintel.
"Leading with health messaging will resonate with most consumers."
Taste acts as a main driver for purchases of plant-based alternatives, and as such, should not be overlooked as part of a marketing and brand communication strategy, Mintel noted. While the novelty of a plant-based item may drive trial, if it's not "craveable," it will not drive repeat purchase, said Mintel.
"Plant-based comfort foods, like fried Buffalo cauliflower or Impossible cheeseburgers, have a place alongside health-focused dishes like loaded veggie grain bowls," Topper said.
Consumers recognize the difference between processed meat substitutes and plant-forward dishes
Mintel also recommends not trying to hide the processed nature of many plant-based alternatives as consumers' awareness of what goes into making these products grows.
"Taste" - Google News
December 10, 2019 at 12:30AM
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Targeting the plant-based consumer: Promote craveability and taste above all else - FoodNavigator-USA.com
"Taste" - Google News
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