The market for plant-based food continued to grow in the United States in 2022, with sales increasing by 7% over 2021 to reach a total value of $8 billion, according to the Good Food Institute.
More and more consumers demand options free of animal products at restaurants and groceries. The adverse health effects of a meat-centric diet, the cruelty of industrial-scale animal agriculture and the impact of animal farming on the environment are all driving this transformation. Increasingly, consumers are looking for plant-based alternatives in the personal care aisle, too, with the popularity of cruelty-free cosmetics, soap, and hair and skin products also rising.
Experts predict plant-based food and personal products will continue to become more and more popular in the U.S. and around the world in coming years. That makes it a great time for manufacturers of plant-based and cruelty-free products to level up their brands, taking them from niche markets to the mainstream.
Partnering with an experienced agency that specializes in plant-based public relations is a great way for vegan and cruelty-free brands to distinguish themselves in a crowded marketplace. Plant-based PR can help in many ways, including:
- Reaching a broader audience: Products that respect animals aren’t a niche market anymore. With a good public relations strategy, your brand can turn its commitment to animal welfare into broad mainstream awareness.
- Establishing credibility: With earned media coverage, press releases, strategic content and speaking opportunities, a PR team can position your company as a compassionate, innovative alternative to strictly bottom-line businesses that treat animals as widgets.
- Increasing awareness: Consumers are ready to hear the message about animal welfare. They want to know more about the damage that animal agriculture and scientific testing cause, and they’re eager for brands that respect animals as sentient creatures with interior lives, individual personalities and deep emotional bonds. A PR team that’s experienced in animal welfare public relations can help you connect your message with the people who want to hear it.
Your company is part of the solution. Orange Orchard is an experienced global firm that specializes in animal welfare and eco-friendly public relations. Contact Orange Orchard today to find out how we can help you share your message with consumers, industry leaders and the media.