Happy Monday, fellow nerds! 👋🏻 This week’s news roundup is a bit different — we’re taking a look at how the shift toward more plant-based eating affects content marketing.
Whether you’re promoting a brand, creating novel proteins or just like to eat a lot of tasty plant foods, the way people think about meat and dairy alternatives has an impact on the content you create and consume. 📱💻
Health Plays a Key Role in Consumers’ Food Choices
Consumers were already starting to focus more on health in recent years, but the COVID-19 pandemic has accelerated changes in shopping and eating habits.🛒🍴 About 54% of consumers now cite “healthfulness” as having an impact on their food choices, and 58% think more about overall health when selecting foods now than they did in 2010. However, taste and price still dominate, which can be a challenge for plant-based brands trying to compete with traditional options.
Marketing Takeaway: Brands need to show consumers their products tick all three boxes — great taste, affordable price and beneficial health outcomes. ✅🥗
Plant-Based Meats: Not Just for Vegans
Despite the buzz erupting in the vegan community every time a new plant-based option appears on menus or store shelves, dietary preferences seem to have little to do with most people’s decisions to try meat alternatives. Instead, they’re turning to plant-based options as a way to replace meat with something healthier and/or more sustainable. 🌿
Marketing Takeaway: Vegan companies should think outside the box when creating content to ensure marketing messages don’t unintentionally alienate omnivores/flexitarians.
When it Comes to Beans, Consumers Experience a Disconnect
A recent poll shows consumers are up for eating more vegetables and plant-based meat products to increase their intake of plant-based foods at home but aren’t so enthusiastic about bumping up bean intake. And yet, the same group views beans, lentils and chickpeas as some of the “beast sources” of plant-based protein. This suggests a fundamental disconnect between perception and choice that could have significant implications for brands developing legume-based alternative protein products.
Marketing Takeaway: Taking the mystery out of beans — and cleaning up their reputation as an ahem “musical” food — should be a key focus area for brands relying on increased consumption to drive revenue.
Feelings & Outcomes May Be Underestimated Driving Factors for Dietary Preferences
A significant percentage of consumers may go for plant-based alternatives simply because they like the way these foods make them feel. Perceived and actual physical benefits come into play when people choose what to eat, and emotions further complicate the equation. 😋🤤 Products holding the promise of better health outcomes may not win out over less healthy options boasting better taste experiences, easier preparation or more favorable environmental claims.
Marketing Takeaway: Tapping into the experience of eating food could be a game-changer for plant-based brands seeking to get more eyes on their products.
Video is Life, Say Millennials & Gen Z
Fifty percent of people in the Millennial and Gen Z demographics claim they literally can’t live without video. (Seriously? 🤣) What in the world are they watching that’s so life-altering? Three main video categories stand out: education, entertainment and — believe it or not — marketing content. That’s right; potential customers in the same generations that have a growing interest in plant-based food also want to spend time glued to their phones, watching product demos, reviews and tutorials from brands.
Marketing Takeaway: Brands that aren’t doing video…should do video. Particularly with a focus on educating their audiences, but also with a little fun thrown in.
And those are your content marketing insights for the week. 💡 Which one was the most surprising to you? Share your “a-ha” moment (before you go off to watch another explainer video)! 👇🏻👇🏻