Industry Beat: Room for Everyone at the Plant-Based Table
By Benjamin Davis, Content Chair, Plant Based World
The plant-based industry stands at a fascinating crossroads, driven by two distinct but equally important areas of consumer demand. On one hand, we have the “health-first” crowd—consumers who want plant-based products made from whole foods with simple, clean labels. They crave plants that look and taste like plants, prioritizing nutrition and wellness. On the other hand, there’s the “meat-first” crowd—those seeking plant-based alternatives that mimic the taste, texture, and experience of meat. These products appeal to meat eaters making incremental shifts toward plant-based eating for health, ethical, or environmental reasons.
These two fronts represent massive opportunities for growth, but they also highlight a critical challenge: they often seem contradictory. While one group embraces simplicity and natural ingredients, the other champions innovation to create meat-like experiences. So, how can the plant-based movement thrive without alienating either side?
For Brands: Pick and Stick
As a plant-based brand, the key to success is clarity. Who is your customer? Are they looking for a whole-food health experience, or are they seeking a convincing meat alternative? Trying to appeal to both groups with one product often leads to disappointing everyone.
If your target is the health-first consumer, lean into clean labels and ingredient transparency. Create products that highlight the natural goodness of plants—think lentil-based patties, vegetable-forward entrees, or snacks with minimal processing. These products should tell a story of simplicity and wellness, meeting the demand for food that nourishes without compromise.
If your focus is on the meat-first consumer, invest in taste and texture innovation. Use advanced food technologies to create products that wow meat eaters and deliver on the promise of familiarity. The competition in this space is fierce, but the rewards are immense if you can provide a truly satisfying experience. Organizations like NECTAR’s Tasty Awards can help validate whether your product meets the standard for meat lovers.
The bottom line: Choose a side, stick to it, and perfect your offering for your target customer. By being clear about your mission, you can build a loyal customer base and stand out in a crowded marketplace.
For Buyers: Balance
Retailers and restaurants have a different challenge—they need to cater to both groups. The key here is balance: stocking and showcasing products that meet the needs of both health-focused consumers and those looking for meat-like alternatives.
- For the meat-first crowd: Carry the best meat alternatives, even if they are processed. Focus on products that deliver on taste and texture, leveraging resources like NECTAR’s findings to ensure you’re choosing items that resonate with meat eaters.
- For the health-first crowd: Vet ingredient labels carefully and curate a selection of truly clean-label, whole-food products. Highlight these items in a dedicated section of your shelf or menu to make them easily identifiable.
This dual approach ensures that everyone who walks through your doors—whether they’re committed vegans, curious flexitarians, or skeptical meat eaters—can find something that delights them.
Room for Everyone, as Long as Quality Wins
Ultimately, the plant-based movement doesn’t need to pit these two fronts against each other. There’s room for both health-centric and meat-like products to thrive, as long as the focus remains on quality, taste, and winning repeat customers.
At Plant Based World Expo 2025, you’ll see this spectrum on full display. From brands showcasing whole-food solutions to those pushing the boundaries of meat alternatives, this year’s show will highlight the innovation, creativity, and diversity that define the plant-based industry.
Whether you’re a brand or a buyer, now is the time to level up. Pick your lane, balance your assortment, and join us in shaping the future of food.