PLANT-BASED BOOM! (explosion emoji)
#NOTTHEALTERNATIVE
Sometimes it’s a fun place to be, being the alternative. You can shake things up a bit.
Take on the establishment. Be the disruptor. And as Veganuary is a wrap for another year -
we ask, can plant-based food still really be considered the alternative?
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WHEN IS THE ALTERNATIVE, NO LONGER THE ALTERNATIVE?
Check this. Over the past decade, plant-based foods have seen incredible growth. By 2031, the plant-based food market will be worth +$166 billion. Up from $33.2 billion in 2021*. That’s an increase of 400%!
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PLANT-BASED BOOM! 💥
Total Global Plant-Based Retail Market Size
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*Source: Bloomberg Intelligence, OECD FAO Agricultural Outlook 2021-2031, GFI State of the Industry Report
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Consumer behaviour is being well and truly ‘nudged’ by global restaurant chains, plant-based market leaders and the much-debated health and sustainability benefits.
More of us are making conscious choices about our own personal health, animal welfare and the environment. Reports suggest that healthy plant-based diets are associated with better environmental health. But it is quite nuanced.
Pioneers and disruptors like Beyond Meat, Impossible Foods and Oatley have challenged deep-rooted perceptions around taste and what people expect or even experience from a plant-based brand.
Despite their considerable growth, meat and dairy ‘alternatives’ could be 5-10% of their respective global food market shares in the next decade. Animal and dairy protein demand is poised to reach $1.2 trillion by then. But plant-based is still a sizeable and rapidly growing market.
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CAN PLANT-BASED FOOD STILL BE CONSIDERED THE ALTERNATIVE?
And yet the promised land may feel like a long way off for many plant-based brands right now.
The fact is, it’s not easy being the alternative.
There are many challenges to consider at present…
the cost of living crisis ✅
energy costs ✅ cost of quality ingredients ✅ inflation ✅
exporting overseas (thanks Brexit!) ✅ confusing labelling and red tape ✅
✅ getting listed ✅ standing out during Veganuary ✅
Who would be crazy enough to take this all on?
You. The plant-based pioneers.
The challengers and the changemakers.
Disrupting the status quo ✅
Being the alternative ❌
It’s time to move from the margins to the mainstream 🚀
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YOU REAP WHAT YOU SOW
HOW DO YOU MAKE YOUR BRAND
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#NotTheAlternative
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Your brand’s soul - what you stand for, the story only you can tell and your distinctive identity -
all combine to play a vital part in re-shaping the future.
Here are half a dozen steps your brand can take to not be 'just' the alternative.
To unbox more steps and exclusive interviews, download the free bonus report below.
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Facts alone are not enough.
Jargon is a turn off.
Help people feel something - to believe.
Be playful, be positive, even use humour.
And avoid being apologetic about it.
Start the conversation.
BREAK DOWN STIGMAS
Let's talk
Prompt people to change by using small, simple cues they may already be familiar with. These nudges may not be unique to your brand (yet). But they will help people recognise it,
understand what it’s for and give it a try.
NUDGE BY DESIGN
Familiarity breeds curiosity
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People like human stories.
And the provenance behind your brand.
Especially stories that help them believe
in the change you’re making.
Invest time uncovering yours.
Check out The Sea We Swim In
WHAT'S THE STORY?
Telling tales
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High motivation + ease of doing something
= behaviour change*
Try it. It really works.
*Check out BJ Fogg’s Tiny Habits
SMALL STEPS TO BIG CHANGE
Make it easy for me
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People don’t like feeling they’re making a trade-off or having to compromise.
That all the good stuff’s getting taken out.
It’s time to move from beige to balls-out,
through vibrancy of design and tone of voice.
FULL OF. NOT FREE FROM.
No compromises
PLANT BASED.
PACKED WITH TASTE.
Flavour. Flavour. Flavour.
“I think the only way to change people’s attitudes and help the environment is by coming up with great products. Because I don’t think the majority of people are going to change behaviour without having the impetus of something which is just as good and accessible.”
Mike Moore, Founder of Honestly Tasty
Too true.
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Don’t just take our word for it! Hear the opinions of those who really matter:
founders, brand owners, customers, influencers, retailers, investors and designers...
Mike Moore - Founder & CEO of Honestly Tasty
Sarah - @farmgirlgoesvegan - Influencer
Richard Fox - Founder of Jampa's
Silvia - Customer
Beth Moore - Co-Founder of Honestly Tasty
Karry - Owner of Karry's Deli
To discover more tips, interviews and opinions download the report here: