Plant-based alternatives. Forever food or fading fad? Every year, there are a bunch of articles in January about Veganuary and the growth of plant-based foods, or not, as it were.

Plant-based food looks like it’s here to stay. With Lidl poised to triple the number of plant-based products in its own-brand range, after seeing a 12% increase in demand last year.

There’s also evidence from organisations, including the Food Standards Agency pointing to plant-based foods being part of a small but reasonably widespread change in the UK’s shopping habits – with 27% of adults now saying they purchase plant-based meat once a month.

But it isn't just vegans filling their baskets - YouGov found that just 2-3% of British adults are vegans, meaning people with a range of dietary preferences – such as flexitarians and omnivores – are buying these options. 

So what’s holding back the growth is the way many of those products are being marketed? Plant-based brands too often fall into the challenger brand archetype, taking aim at big meat and dairy as their enemy, using humour and an anti-advertising, low-fi approach to create campaigns that punch above their budgetary weight. But it's been done to death.

Additionally, promoting an ‘us vs. them’ attitude isn’t particularly helpful in converting plant-based sceptics into consumers. It can sometimes feel a bit like if you’re not in on the joke, you’re a part of the punchline. If only 3% of the population identify as vegan, don’t alienate the other 97%. If you want the market to grow, your brand/product needs to feel accessible, and not a source of judgement if you dare to have cow’s milk in your latte. You’re asking people to fundamentally change the way they eat or drink - even if it’s just once, so you don’t need to be a dick about it.

Many independent plant-based brands need to take the step from rebellious teenager to something more mature and self-assured. A grow-up rather than a glow-up. It’s time to act more like a food brand and less like a plant-based food brand. Delivering on an authentic brand mission in a compelling way, without the desperate need to create whacky comms designed to get likes on Linkedin.

For the longest time, plant-based food was an unattractive prospect, so out of necessity, it had to develop a personality. There’s an assumption that food that’s both good for you and the environment is going to lack taste, but plant-based food is the best it’s ever been, so it’s probably time to talk more about how delicious your product is, rather than trying to make out like it’s one of the lads. I don’t want to be friends with a vegan sausage.

As consumers, we’re all more aware than ever of what we should and shouldn’t be shovelling into our mouths, as well as the effect our consumption habits have on the environment. The brands that are nailing it, are those that deliver delicious and innovative products, that just so happen to be vegan. If the only thing that makes your brand interesting or novel is the fact that it’s vegan, you’re going to get left behind.