How do we get consumers engaged in plant-based food purchases and put them on their weekly grocery list?

Plant-based meats, such as burgers, have had a big impact on lifestyle meals, and plant milk in our homes and cafes. Now the product range has increased, and we are seeing some clever innovations in cheese, eggs and seafood in food service and the home market. The challenge now is how do we retail plant-based foods when growth trends are still building? We must come up with clever ideas on how to develop sales strategy and accelerate consumer adoption. One of the major catchphrases the industry is using in selling plant bases foods is Taste, Texture and Price. If it’s a substitution product it has to be similar in these areas to what is being replicated, it has to taste as good, and the mouthfeel texture needs to be the same. We have proved this with the introduction of Barista Oat milks to the market which has taken a big percentage of dairy sales in cafe because of the taste, mouthfeel and frothing ability.

1)      Understand the market demand: Conduct thorough market research to identify the demand for plant-based food and beverages in retail and food service channels. Analyze consumer preferences, trends, and purchasing patterns to determine the potential market size and target audience. Research should be global and look at larger markets that have already adopted plant-based food concepts in retail and food service.

2)      Develop a compelling brand story: Create a unique brand story that highlights the benefits of plant-based products, such as health, sustainability, and ethical considerations. Communicate the brand's values and mission effectively to resonate with consumers and differentiate from competitors. Try and not get caught up in shock marketing, this is turning off the mainstream consumers who are likely dabbling in a flexitarian diet.

3)      Build a diverse product portfolio: Be prepared to offer a staged range of plant-based food and beverage products to cater to different consumer preferences and dietary needs. Develop innovative and high-quality options that mimic traditional flavours and textures to attract a wider customer base.

4)      Establish strategic partnerships: Collaborate with influential individuals, organisations, or other businesses that align with your brand's values. These partnerships can help enhance brand visibility, reach new customers, and build credibility within the industry. Join industry associations that are relevant to your market and network with industry mentors.

5)      Target retail and food service channels: Identify the most relevant retail and food service channels for your plant-based products. This could include grocery stores, restaurants, cafes, food trucks, and online platforms. Tailor your marketing and distribution strategies to align with the specific requirements of each channel.

6)      Engage in effective marketing and branding: Develop a comprehensive marketing and branding strategy that encompasses both traditional and digital channels. Leverage social media platforms, influencer marketing, content creation, and experiential marketing to generate awareness and engage with the target audience.

7)      Provide product education and sampling opportunities: Educate consumers about the benefits and versatility of plant-based products. Offer product sampling at various retail and food service locations to allow potential customers to experience the taste and quality firsthand. This can help overcome any preconceived notions and encourage trial purchases.

8)      Collaborate with chefs and foodservice professionals: Partner with chefs and foodservice professionals to incorporate your plant-based products onto their menus. Offer recipe ideas, cooking demonstrations, and training sessions to showcase the versatility of your products and inspire creative culinary applications. Pricing is super important in hospitality so plant-based protein can be easily incorporated to replace expensive meat options. I believe the foodservice route to market is far more viable when launching a plant-based meal, as retail still has lots of hurdles with the home consumer budgets.

9)      Implement competitive pricing strategies: Price your plant-based products competitively without compromising on quality. Consider the pricing strategies of your competitors and find a balance that provides value for customers while ensuring profitability for your business. This is probably the biggest obstacle to date, getting the pricing down to compete with other meat proteins. Once the economy of scale is reached pricing should start to lower as more consumers adopt plant-based diets into their weekly routines.

10)   Continuously innovate and improve: Stay up to date with industry trends, consumer preferences, and emerging technologies. Continuously innovate your product offerings, packaging, and production processes to stay ahead of the competition. Seek feedback from customers, analyze sales data, and adapt your strategies accordingly to optimize sales performance.