At Plant Based World Expo 2024 in New York City, a panel of experts gathered to address the marketing challenges and opportunities within the plant-based food industry. Hosted by David Meyer, founder of Food System Innovations, the session included insights from Brian Kateman of the Reducetarian Foundation, marketing strategist Emily Fitch, and Robbie Lockie, co-founder of Plant Based News. Together, they explored how to reach a broader audience by addressing key questions of taste, health, and the evolving identity of plant-based foods in the public mind.

Taste as a Priority

A strong consensus emerged around the importance of taste in marketing plant-based foods. “There is a tradeoff between taste and health,” said Kateman. “If we have to make a choice as a movement, I believe that taste is most important.” This sentiment resonated with the audience as panelists emphasized that in order to broaden the market beyond health-conscious or vegan consumers, plant-based foods must prioritize flavor to be satisfying and competitive.

David Meyer underscored the need for taste-focused marketing efforts, but he also pointed to a perception gap that’s hurting plant-based meats. “With a few exceptions, the taste still needs improvement,” he noted. “For those who aren’t strictly vegan, we have to meet them where they are, with products that deliver an experience comparable to meat.” Meyer’s organization, NECTAR, is conducting blind taste tests to determine how well plant-based meats meet consumer expectations, aiming to better inform product development and marketing strategies.

Reframing the Health Question

A recurring theme was the challenge of communicating health benefits effectively. As Meyer explained, “The question should be ‘Is the product healthier than what it’s replacing?’ Plant-based meats don’t contain cholesterol, antibiotics, or growth hormones, which are common in animal meats. But we need a marketing approach that answers ‘Are they healthier?’ rather than just ‘Are they healthy?’” This nuanced approach could help dispel misconceptions, especially when plant-based meat alternatives are compared to the complex processing that occurs within the animal agriculture system itself.

Meyer suggests that transparency around the differences in processing could reshape consumer perceptions. “If we are going to question the processing of plant-based meats, let’s also question the ‘process’ that turns a soybean into meat through an animal,” he argued. “Consumers would likely prefer the plant-based process, but this argument hasn’t been clearly communicated yet.” The panel agreed that reframing the conversation around processing could offer a more informed perspective to consumers.

Targeted Marketing for Diverse Consumer Needs

Another key point was the opportunity to segment marketing strategies to cater to different consumer motivations. Emily Fitch highlighted the diversity in consumer profiles, emphasizing that brands should leverage these differences. “Some people really care about health and less processed foods, while others just want an indulgent experience,” she noted. By positioning products to meet specific needs, brands can appeal to flexitarians, health enthusiasts, and casual consumers alike. Lockie agreed, calling for a multi-pronged approach that includes brands, advocates, and media channels working in concert.

The Role of Education and Cultural Media

While targeting varied consumer needs, panelists stressed that mass education and media could shift cultural perceptions and support category growth. Lockie suggested investing in culture-shifting media such as films and documentaries, which he described as transformative for his own plant-based journey. “We don’t have the budget the meat industry has, but we have creativity, innovation, and a global movement of millions,” Lockie said, underscoring the impact of media in reaching a wide audience.

As the session concluded, Kateman noted that the plant-based industry still has enormous growth potential and is “in its infancy” when it comes to research and development. By prioritizing taste, addressing health misconceptions, and appealing to diverse consumer motivations, the panelists agreed that the industry has ample room to evolve and reach new audiences.

With these insights, attendees left with a clearer picture of how targeted marketing, cultural education, and product innovation can work together to drive plant-based food adoption for a wider audience. Learn more about NECTAR’s mission here.