Plant-based prevails over promises to be vegan and meatless.
LONDON: According to GlobalData, transparency and emphasising the use of plant-based ingredients are more likely to win over customers than boasts of being vegan or meatless.
Comparing plant-based claims to meat-free and vegan claims, 71% of worldwide consumers found them to be somewhat or extremely appealing, according to the data and analytics company.
The correlation between plant-based claims and aspects of health and wellness could be the cause.
Carmen Bryan, a consumer analyst at GlobalData, stated that there is “a clear disconnect in consumers’ minds between what these claims mean and the connotations attached to the definitions.” This has its roots in culture and tradition. There are some who equate being “meat-free” or “vegan” with giving up meat, while the term “plant-based” is linked with a much more positive outlook that includes eating fruits and vegetables.
She also mentioned that about 40% of customers connect the term “natural” with components derived from plants.
Plant-based claims table
A large portion of the FMCG business is driven by health and wellness trends, which have only grown more apparent in the wake of the COVID-19 epidemic, which is causing consumer shifts their meals to include more items that strengthen the immune system,” Ms. Bryan stated. “Drinking a vitamin-rich plant-based smoothie is a convenient and delicious way for many people to meet their daily nutritional needs.”
Plant-based claims have favourable implications for flexitarians and low-meat dieters who may seek healthier, more ethically-conscious diets without completely giving up meat, even if vegans make only a small part of the world population.
According to Ms. Bryan, “plant-based as a marketing message has wider appeal and capitalises on the trending popularity of these diets.” “Associations with naturalness, another popular assertion, only strengthens this.”