Reaching the flexitarian majority

In my previous column, I shared insights from ProVeg’s innovative Smart Protein consumer survey, which found that more Europeans are moving towards plant-forward diets, particularly flexitarianism.

Now, I might be preaching to an already converted crowd here, but flexitarians are the chief target consumer group for plant-based foods – not vegans or vegetarians. Why? Because flexitarians represent almost half of consumers in many countries and account for most plant-based purchases.

Consequently, if you’re a plant-based brand or producer, shifting your focus from the niche vegan market (less than 4% of consumers) to flexitarians can open up a market over 10 times larger!

With this in mind, let’s look at useful strategies for reaching this growing audience, starting with product formulation.

Optimize taste and texture: The taste and texture of your plant-based meat and dairy products are pivotal to their success. Notably, 73% of plant-based products are purchased by omnivores and flexitarians whose primary motivation for purchasing and consuming plant-based foods is taste. So, the ingredients you select are vital – they must allow for the same juiciness, creaminess, flavor, and bite as the food you want to replicate. Continued product reformulation and development are paramount
to this.

Account for comfort and familiarity: To ensure broad appeal, focus on plant-based products that replicate consumer favorites of animal-based products (like scrambled tofu instead of eggs, or ‘chick’n’ pieces instead of chicken). Almost two-thirds of consumers prefer products similar to foods they already know – at the same time, many consumers are looking to reduce their meat intake. This creates a natural opportunity for plant-based alternatives to satisfy consumers’ traditional taste and texture requirements while meeting flexitarian preferences for healthier and more sustainable foods.

Marketing plays a crucial role in consumer acceptance, so, to reach flexitarian consumers, it’s wiser to promote a vegetarian product as tasty instead of highlighting that it is veggie

Look to legumes: The recent Smart Protein consumer survey found that 53% of European consumers intend to increase their consumption of legumes. Utilize this insight by using more legumes in your formulations and develop delicious products that align with flexitarians’ intentions.

What about marketing? Emphasise taste, above all else: Plant-based brands must win over consumers’ taste buds before winning over their wallets. Marketing plays a crucial role in consumer acceptance, so, to reach flexitarian consumers, it’s wiser to promote a vegetarian product as tasty instead of highlighting that it is veggie. Remember, you’re battling flexitarian fears of missing out – it’s important to counter this with positive messaging about the taste benefits of plant-based food, so focus on indulgence.

Collaborate with food-service venues and chefs: By partnering with a food-service venue or a chef, you allow flexitarians to see and sample your product(s) –professionally prepared. This alleviates consumer uncertainty regarding product utility and taste, allowing them to sample it at its best.

Your packaging design is almost as important as your product itself. Don’t use negative descriptors on packaging: Research shows that terms like ‘meatless’ or ‘meat-free’ tend to put off mixed-eaters looking for something that properly replicates meat. One study in a leading UK supermarket found that sales of two dishes increased 76% when ‘meat-free’ was removed from the dishes’ names and replaced with a more appealing one.

On the other hand, use language that vividly describes the product’s flavor, look, feel, and provenance: Remember, you’re selling a sensory experience, and consumers make purchases primarily based on their perceived taste. Make it sound appealing! For example, in a market test, Panera Bread switched the name of its ‘Low Fat Vegetarian Black Bean Soup’ to ‘Cuban Black Bean Soup.’ This easy swap resulted in a 13% increase in sales of the black bean soup in trial locations.

Don’t say vegan: ProVeg recommends avoiding the word ‘vegan’ on the front of product packaging. By using this word, you appeal to less than 4% of the population. In contrast, ‘100% plant protein’ has been touted as a label with chief appeal. It subtly conveys the plant-based message, while stimulating consumer associations with health and satisfaction through its focus on protein. Use a V-Label on the back of product packaging – this is perceived as a stamp of quality and conveys a product’s plant-based nature subtly but effectively.

Use packaging that includes a serving suggestion and hints at traditional values: Remove consumer uncertainty by giving serving suggestions and linking these to traditional values. Provide recipes that appeal to flexitarians (emphasising ease) on the packaging or via a QR code.

Attracting flexitarian consumers to plant-based foods requires a multifaceted approach. By implementing these recommendations, you can effectively attract flexitarian consumers to plant-based foods. For more support on your alternative protein strategy, head to ProVeg’s New Food Hub, and read my next article for more flexitarian insights!

Gemma Tadman is ProVeg International’s B2B Communications Manager. In her role, she works to engage and support businesses in the transition to sustainable food and drink production, and accelerate the growth of the alternative protein industry.This article is republished from the Q3 2024 edition of Protein Production Technology International, the industry's leading resource for alternative proteins. To subscribe to all future editions, please click here