In the rapidly evolving food industry, a significant challenge faces plant-based brands: the risk of alienating consumers if they fail to focus on taste and performance.
Ian Hepburn, the marketing director at Flora Food Group, has highlighted a crucial issue confronting plant-based brands. In an insightful discussion with Grocery Gazette, Hepburn emphasised that brands need to move beyond merely promoting their vegan credentials. He advocates for a focus on delivering products that excel in taste and functionality to maintain consumer interest.
Hepburn observed that while the plant-based market initially gained traction by highlighting its vegan aspects, this strategy is becoming less effective. Consumers are more concerned with the taste and how these products integrate into their cooking routines. Hepburn stated, “Marketing isn’t always easy. I think where some parts of the plant-based industry have gone wrong is that they have led with plant-based – when actually that is not the main reason why people pick up food products.”
Flora believes in ensuring that their plant-based offerings are top-notch in terms of culinary use, subtly mentioning their plant-based nature as an additional benefit, rather than the primary selling point. Hepburn explained this strategy: “Increasingly we talk about taste and performance, and only add as a ‘by the way’ that the products are plant-based. It’s not necessarily something we lead with because what we’re leading is with great taste.”
His comments resonate with observations from other industry leaders. For instance, Mathew Mills of Deliciously Ella pointed out a division within the plant-based sector. He discussed the decline of brands trying to mimic meat, attributing this to overestimated consumer demand by investors. Meanwhile, natural plant-based products continue to thrive.
Recent developments have illustrated these market dynamics. Allplants, a prominent brand attempting to imitate meat products, recently declared bankruptcy following declining consumer demand. Such incidents underline the need for plant-based brands to adapt and appeal to consumer preferences beyond just being an alternative to meat.
To thrive in a competitive market, plant-based brands must prioritise the essentials: taste and performance. By doing so, they can meet consumer expectations and ensure longevity in the food industry.
