No To 'Vegan' And Yes To '100% Plant-Based:' Why Food Companies Are Adopting Peculiar Marketing Strategy

Food manufacturers are increasingly introducing new “plant-based” products, while often avoiding the term “vegan,” which can be seen as off-putting to some consumers, Axios reports.

• While “vegan” refers to a lifestyle and diet that avoids all animal products, “plant-based” is often seen as having broader appeal and more positive health implications. This distinction is crucial for marketers as demand for animal-free food products continues to grow.
• At the recent Summer Fancy Food Show in New York City, many entrepreneurs behind new plant-based products consciously avoided the “vegan” label. They believe that highlighting the vegan aspect of their products might deter more customers than it attracts.
• Some food startup investors are also avoiding the “vegan” descriptor as the average consumer leans more towards a “reducetarian” diet, aiming to reduce but not eliminate animal products.
• There has also been a concerted effort to improve the taste of plant-based foods. Marie Wright of food processing giant ADM, who leads a team developing plant-based foods and flavors, emphasizes that if a product doesn’t taste good, consumers won’t return unless they’re purists.

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