Plant-Based brands must adopt new creative strategies to broaden their consumer base.
In the dynamic landscape of the plant-based meat industry, winning over consumers has proven to be a challenge. However, the path to success lies in embracing creativity and offering diverse solutions to capture the attention of a broader audience, according to a recent study by Appetite.
Brand licensing emerges as a strategic solution to elevate plant-based brands. By leveraging established brands and their consumer trust, plant-based food manufacturers can navigate the competitive landscape more effectively. Imagine the possibilities of aligning your plant-based products with well-known, trusted brands to enhance credibility and break through taste barriers.
Recent challenges faced by industry pioneer Beyond Meat, with reported negative sales growth for the sixth consecutive quarter, highlight the need for innovative strategies. CEO Ethan Brown acknowledged the existence of broader “health-related misconceptions” affecting the category, urging companies to rethink their approaches.
A study by the National Institute of Health uncovered the concept of “meat attachment,” revealing a positive bond with traditional meat consumption that hindered the adoption of plant-based alternatives. Sensory characteristics favored meat products even under blindfolded conditions, emphasizing the need for a paradigm shift.
The Food Industry Association’s study echoed similar sentiments, with taste emerging as the primary barrier to trial for plant-based products. While regular consumers expressed loyalty, attracting new consumers necessitates addressing taste concerns.
Miyoko’s Creamery, led by CEO Stuart Kronauge, has taken a bold step by going “back to the basics” to broaden its consumer base. The company aims to eliminate confusion within the plant-based space by delivering simple, educational messaging.
Recognizing the need for a transformative approach, Beyond Meat launched the “This Changes Everything” campaign in October, emphasizing the health benefits of its plant-based offerings. Despite certifications and celebrity endorsements, the California-based company acknowledges the persistent challenge of gaining widespread consumer acceptance.
In a market where perception is everything, brand licensing is one of the most untapped strategies that offers a unique opportunity to communicate trustworthiness and quality. Plant-based brands must seize the opportunity to propel these brands into unprecedented success by harnessing the proven power of brand licensing—the ultimate strategy to revolutionize consumer perceptions and safeguard the future of plant-based food brands.
Get in touch with our food and beverage brand licensing team here to find out more.
