Goodbye ‘mainstream consumer’. We’re seeing other segments now

The potential market for plant-based meat is vast. In pitch decks and press releases, plant-based meat companies refer to this large potential market by a variety of names, from ‘mainstream consumers’ and ‘omnivores’ to the slightly narrower groups of ‘flexitarians’ and ‘early adopters’.

But these groupings are so large as to render them practically useless. First, does it make sense for companies to target all of these consumers today? Second, can we really expect the same strategies to resonate with every ‘omnivore’?

Recently published consumer segmentation research from the Good Food Institute (GFI) answers these questions: No.

No, it doesn’t make sense for companies to target all of these consumers today, as not every consumer is currently open to eating plant-based meat.

No, the same messages won’t resonate with everyone, even current or potential plant-based meat consumers.

Does that mean the potential market for plant-based meat is small and niche? Is there so much confusion and misinformation that trying to reach target consumers is fruitless? At the risk of repeating myself, no.

According to GFI’s research (free to download from gfi.org), nearly three-quarters of US consumers aged 18-59 say they are at least somewhat likely to eat plant-based meat and/or plant-based dairy in the future.

There is no archetypal mainstream consumer. To succeed, brands must meet people where they are – by communicating the benefits that matter to them

So, while not every US consumer is open to plant-based meat, most fall within plant-based meat’s current ‘addressable market’. That’s a massive, untapped opportunity for plant-based meat brands, and it doesn’t require converting a single consumer who currently rejects the category.

That brings us to the question of reaching these target consumers. The first step is understanding who they are. Rather than group them as ‘omnivores’ or ‘mainstream consumers’, the research identified six unique consumer segments. They include Ethical Alternative Seekers, Health-Conscious Compromisers, Nutrition-Focused Integrators, Protein Maximizers, Carefree Considerers, and Value-Driven Skeptics.

Even nominally separating these consumers into six distinct groups underscores how unlikely it would be for a single message to resonate equally across each group. Each segment is motivated by a unique combination of needs and identifies a different set of benefits they want plant-based meat to deliver, suggesting that
different plant-based meat products need to offer different value propositions.

Take, for example, one of the hottest topics in the alternative protein sector and broader food space right now: health. Health is a common element across segments,
but different aspects of health are more relevant to different groups.

Health-Conscious Compromisers see plant-based meat as a healthy, high-protein, and low-fat/low-cholesterol option that can help them avoid chronic disease. Nutrition-Focused Integrators see plant-based meat as a nutritious package that provides protein, vitamins, and minerals with less fat than conventional meat. Protein Maximizers see plant-based meat as a lean protein option that gives them energy, comparable to some conventional meat. Ethical Alternative Seekers, Carefree Considerers, and Value-Driven Skeptics all recognize some health benefits of plant-based meat but are less motivated by health overall.

In other words, a message for everyone is a message for no one. There is no archetypal mainstream consumer. When it comes to health, brands need to know who they’re talking to, whether they care about health, and which health benefits resonate with which consumer groups.

So, yes, the current addressable market for plant-based meat is vast, and brands can unlock this market by crafting unique messages that resonate with different consumer groups. Doing so requires a nuanced understanding of both the target market and how a brand’s products address the needs of that market.

For most brands, success depends not on reaching everyone, but on reaching the right people with the right message. The first step toward achieving that goal? Meeting consumers where they are by communicating the benefits that matter to them.

Daniel Gertner is the Lead Economic & Industry Analyst at The Good Food Institute, where he analyzes the alternative protein industry landscape and identifies gaps and opportunities in the sector. This article is republished from the Q2 2025 edition of Protein Production Technology International, the industry's leading resource for alternative proteins. To subscribe to all future editions, please click here