Despite impressive growth in the plant-based sector, many consumers still hesitate to try – or stick with – plant-based foods. What’s behind this resistance?

At ProVeg International’s New Food Hub, they’ve taken a closer look at the five biggest misconceptions that continue to shape consumer attitudes – and how businesses can overcome them.

One major sticking point? Taste. Some consumers still associate plant-based foods with bland textures and unappealing flavours – a perception partly left over from early product iterations. But as ProVeg explores in its article, brands today have an arsenal of tools, from R&D improvements to influencer-led marketing, to turn this perception around.  Taste is the most crucial factor for flexitarians when choosing plant-based foods, so make sure that your products can impress discerning consumers.

Nutrition is another concern. While some consumers believe plant-based products lack protein, iron, or vitamin B12, research shows otherwise. In fact, a recent ProVeg study found that plant-based meats generally have a more beneficial nutritional profile than animal-based meats and often outperform their animal-based counterparts in fibre content and saturated fat. These wins can be communicated to consumers more clearly through on-pack claims, in-store materials, and digital content.

Other misconceptions include fears around ultra-processing, concerns about price, and the idea that plant-based food is ‘only for vegans.’ These barriers are keeping omnivores and those looking to reduce their meat and dairy from engaging with the category. However, businesses can shift perceptions by leaning into whole food ingredients, perfecting plant-based products (in terms of taste and texture), transparent sourcing, inclusive language, and competitive pricing strategies.

Here’s a quick preview of what your business can do:

• Highlight taste in your marketing and make sampling a priority.
• Use science-backed nutritional messaging and fortification.
• Opt for familiar, natural ingredients where possible to build trust.
• Promote cost savings and work toward price parity.
• Communicate with flexitarians on products and in marketing campaigns using welcoming, non-restrictive language.

Want to dive deeper into the solutions?  Read ProVeg’s full article and get in touch with corporate@proveg.org for more support.  MORE >>