The essential guide for brands launching plant-based products: insights from a marketing Dietitian
In recent years, the world has witnessed a significant rise in the popularity of plant-based products. With an increasing number of consumers embracing plant-based diets, brands are recognising the need to cater to this growing demand.
However, launching a successful plant-based product requires careful consideration and strategic planning. As a Registered Dietitian working in marketing, I’m here to shed light on the top things brands need to know when launching a plant-based product - especially as it’s National Vegetarian Week this week!
1. Understand Your Target Audience
All great brands start by solving a problem that their target customer has. To create a plant-based product that meets consumer need, it is crucial to have a deep understanding of your target audience. Brands should conduct thorough market research to identify the demographics, preferences, and motivations of plant-based consumers. This knowledge will guide product development, marketing strategies, and messaging, to ensure the product and related content effectively resonates with your target market.
2. Prioritise Nutrition
While plant-based products may be generally perceived by the public as healthier, it is essential to get the nutritional balance right to ensure the product meets expectations. Consider whether your product provides a source of protein and the types of fats it contains. In addition, assess fibre content, as well as provision of vitamins and minerals. You may wish to collaborate with dietitians and nutritionists to create well-balanced formulations that meet the nutritional needs of consumers. If wanting to use health claims that relate to heart health or weight management for example, be sure to check in with food and drink regulatory experts at the start. This is because accurate labelling and nutritional information is essential for building trust with your audience.
3. Emphasise Taste and Texture
One common misconception about plant-based products is that they compromise on taste and texture. To overcome this, invest in research and development to create products that not only meet nutritional requirements but also deliver exceptional taste and texture. Engage professional chefs or food scientists to fine-tune the flavours, ensuring that your plant-based product is delicious. Consider usage too. For example, if you are creating a plant-based milk, have you thought about how your target consumer will use this day to day? Will they add it to their coffee or tea? Or are they more likely to use it in breakfast cereal? Lastly, leverage positive taste reviews in all communications and conduct taste tests to build consumer confidence.
4. Craft a Compelling Brand Story
A captivating brand story helps connect emotionally with your target audience. Share the inspiration behind your plant-based product and highlight the values that drive your brand. Authenticity and transparency are key in building trust and loyalty. Be authentic and communicate the positive impact your product has on the environment, animal welfare, or health, and align your messaging with the values of plant-based consumers.
5. Champion sustainability
Today's consumers are increasingly concerned about the environmental impact of their choices. Plant-based products can be more sustainable than animal-based counterparts. Therefore, highlight the eco-friendly aspects of your product, such as reduced greenhouse gas emissions, lower water usage, and conservation of land resources. Clearly communicate your commitment to sustainability through your brand messaging and packaging to resonate with conscious consumers. However, be sure to have the evidence and proof to back up any claims and avoid greenwashing.
6. Leverage Influencers and Brand Ambassadors
Influencer marketing can be a powerful tool when launching a plant-based product. Partner with influential individuals who have a strong presence in the plant-based community and ask them to create engaging content, recipes, and tutorials featuring your product. These influencers can authentically promote your product and help generate buzz and awareness. Additionally, consider engaging registered dietitians or nutritionists as brand ambassadors to provide expert insights and lend credibility to your product. However, be aware of the legislation surrounding featuring healthcare professionals in external communications and marketing.
7. Educate and Engage with Consumers
Plant-based diets can be overwhelming for some consumers, especially those who are new to this dietary approach. Be the role of an educator by providing reliable information and resources about plant-based nutrition. You could also provide suggestions on recipes and creative ways to incorporate your product into everyday meals. Utilise social media, blog posts, newsletters, and other channels to engage with your audience and answer their questions. By becoming a trusted source of information, you can establish yourself as an authority in the plant-based space.
8. Foster Community and Feedback
Creating a sense of community around your brand is crucial. Facilitate conversations among plant-based consumers by establishing online communities, hosting events, or partnering with relevant organizations. Encourage feedback from your customers and use it to improve your products and services continually. This feedback loop will not only enhance customer satisfaction but also foster brand loyalty.
In summary – how can you grow a plant-based product?
Launching a plant-based product requires a thoughtful approach that considers the needs and preferences of consumers. By understanding your target audience, prioritising nutrition, ensuring transparent labelling, considering sustainability from concept to launch, focusing on taste and texture, building a community and crafting a compelling brand story, your brand can grow a powerful plant-based product.