Major brands have the opportunity to capitalize on the growing demand for meat- and animal-free products if they know the audience they’re actually targeting.
The largest market sector for plant-based products is not people who identify themselves specifically as vegan or vegetarian. It’s the everyday consumers who are looking into reducing meat consumption for health reasons.
Writing in Franchising USA, Orange Orchard CEO Heather Ripley explains:
More importantly, the consumers buying meat-free products aren’t only vegan or vegetarian. The vast majority still eat meat, but they also want to eat better. And in light of recent meat shortages and illnesses linked to animal meat, more Americans are looking for plant-based alternatives for safety reasons. A survey by Rethink Priorities and the Humane Society of the United States in May revealed that 52 per cent of the respondents thought the food industry should focus more on meat-free foods.
Mainstream brands looking to communicate the right messages should consider partnering with Orange Orchard, an experience plant-based public relations agency. Our communications team knows the vegan and plant-based market in-and-out. If you’re a mainstream brand and want insight into the messages that can draw consumers interested in plant-based products, contact Orange Orchard or call us at (865) 977-1973.