The alt protein industry is experiencing a shift in marketing strategies as brands adapt to meet consumer demands. According to Peter Lee, VP of marketing for Believer Meats, taste is a crucial factor for consumers, followed by a price point and familiarity with the product. As brands take a step back to refocus their mission and message, they are going back to classical marketing strategies to better understand their target consumer and segment the market for product development.
Some brands lost sight of their marketing message during the pandemic due to the amplified focus on the category. However, Lee suggests that brands are now returning to classical marketing strategies to retain loyal customers while attracting new ones. Lucia Caamano, director of marketing and innovation for Quorn Foods, emphasizes that brands can drive awareness through promotions, such as offering a free or BOGO product as a high-value offer to consumers.
As the industry looks to attract flexitarian and health-conscious consumers, it is important to recognize that growth comes from both vegans and vegetarians as well as flexitarians. While it is crucial not to alienate loyal vegan and vegetarian consumers, brands must strive to cast a wider net to invite those who still eat animal-based meat. Additionally, brands must acknowledge that consumers have an emotional connection to meat, and they are not necessarily trying to replace it with alternative options. Instead, the focus should be on presenting plant-based and alt protein products as another viable option on the table.
Overall, it is evident that the alt protein industry is in the midst of a significant shift in marketing strategies. By understanding the target consumer and speaking more directly to them, brands can attract a wider audience and grow the category for years to come.
