On Trend: The Plant-Based Food Wave

Better-for-you items are gaining popularity and activating in various ways at retail.

6/6/2023

If it seems like a new plant-based food item is popping up during every shopping trip, that’s because it’s not far from the truth.

The U.S. plant-based market grew 54% between 2018 through 2021 to $7.4 billion, according to Spins market research. What consumers like the most about the most about plant-based foods are the health benefits, according to 84.51’s 2023 Unmet Needs Discovery Survey. No animal cruelty ranked as the second-highest benefit in the survey.

Consumers were clear in the survey that taste and healthy ingredients were crucial for consumers to trial new products, with reviews, samples and promotion being helpful to encourage that effort.

The Hershey Co. this spring began a nationwide launch of Hershey’s and Reese’s plant-based items. The company ran an earned media campaign sending press releases to traditional syndication networks and relevant food and diet publications to announce the launch to vegan- and plant-based-curious consumers, says Andrew Taggart, Hershey’s senior associate brand manager for Better For You baking.

Consumers were clear in the survey that taste and healthy ingredients were crucial for consumers to trial new products, with reviews, samples and promotion being helpful to encourage that effort.

Sample product and media kits were distributed to select publications and influencers who focus on vegan and plant-based content. The effort resulted in more than 7 billion impressions, more than 6,000 placements and 99% positive/neutral sentiment, he says. A digital-forward campaign began this June allowing Hershey to reach core plant-based consumers through interest and purchase behavior targeting.

“With new products and niche categories, it’s important to be mindful about distribution,” Taggart says. “So our efforts are focused on key geographies where our product will be available to avid consumers. Retailers are key to our success, so we incorporate strategic partners for these launches as well.”

Planet Based Foods this year expanded distribution to Kroger banners Fred Meyer, Mariano’s, Ralphs, Smith’s and other retailers. The company collaborated with college athletes throughout the western U.S. to promote its taquitos and burgers as part of a plant-based diet. The brand encouraged the athletes to showcase the products through buying the product in-store, cooking and eating alone or with friends. The marketing campaign primarily utilized Instagram, incorporating both paid and organic content to reach new audiences.

“Paid and organic social media has been our main driver for digital marketing thus far on the consumer side,” says Braelyn Davis, CEO and co-founder of Planet Based Foods. “Couponing and discounting is a marketing strategy we are also working on. [It’s a] great way to incentivize our customers even further.”

Saputo USA expanded distribution of its Vitalite plant-based cheese to 5,000 U.S. retailers so far this year, including Albertsons Cos.’ Acme and Safeway as well as Kroger’s Harris Teeter. The vegan-certified, dairy-free product line launched in 2022 and already was available at other retailers such as Giant Eagle, Key Foods and ShopRite.

Support for the ongoing retail expansion included robust integrated marketing with digital video and display, paid search and streaming audio buys within regional markets, says David Cherrie, vice president, marketing and innovation, at Saputo USA. Paid and organic social content, along with earned media and celebrity spokesperson support, brought added brand awareness.

Shopper marketing efforts with nearly a dozen targeted retailers included coupons, in-store shelf advertising, print and digital circular ads, e-newsletter placements and retail-focused influencer partner content on social, Cherrie says.