Consumers find plant-based claims more appealing than meat-free or vegan

How appealing do you find the following food and drink product concepts/claims? Credit: GlobalData.

According to the GlobalData’s 2019 Q3 consumer survey, 71% of global respondents find plant-based claims to be somewhat or very appealing, as opposed to meat-free or vegan, which only garnered 42% and 39% of the responses, respectively (GlobalData’s 2019 Q3 consumer survey – global, very/somewhat responses combined).

There are a number of reasons for this, the least of which is the positive health connotations that the term ‘plant-based’ has earned over the past decade; while the latter two claims offer little information on the product other than what ingredients are excluded, plant-based plays into transparency trends by highlighting the inclusion of plant ingredients, making it more accessible to the wider consumer base.

Health and wellness trends are also imperative to this claims success, and that has only become more evident amidst the coronavirus pandemic, which is seeing consumers change their diets to incorporate more immune-boosting products; for many, the option to have a plant-based snack packed full of vitamin goodness is an easy and tasty way to get their health fix. What’s more, fitness and lifestyle influencers on social media have popularised a number of plant-based diets. Combine that with its perceived naturalness, and marketing teams are in for an easy win.

The term’s versatility is another major draw, as it can incorporate both food and beverages, unlike meat-free claims. As it is focused on inclusion rather than exclusion, products with plant-based claims are more likely to appeal to the growing base of consumers with flexitarian and low-meat diets, who, while not abstaining from meat altogether, are looking for healthier- and often more ethically-perceived alternatives. This is evident as major players in the alternative-foods market continue their expansion plans and new product launches despite the harsh environments of COVID-19. Beyond Meat for instance, has set its sights on China, while Burger King plans to launch its first ‘Vegan Sausage Breakfast Sandwich’.

Plant-based as a marketing message is able to capitalise on the trending popularity of these diets and has wider appeal. Associations with naturalness, another trending claim, only adds to this further.

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