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Impossible Foods, Beyond Burgers, And Plant-Based Meat

Issues

  1. Plant-based meats and other food products have marked a great success in many regions, but companies that are offering these products are not been so profitable. So, what exactly these companies can offer to their audience to establish trust and confidence despite many cultural barriers?
  2. The plant-based meat industry will automatically replace the traditional meal brands and therefore these brands, to stay competitive in the market, will oppose the marketing campaigns by the plant-based companies. Under such a scenario, how it is possible that the plant-based companies can reach an expanded volume of consumers avoiding government restrictions.

Analysis

It is without any doubt that plant-based meat and milk have been proved to have the same benefits and taste as traditional dairy and food products have. Many consumers have supported this statement which shows the growing consumer market of such brands. But this may be true in one region, the other parts of the world with different ethnic and cultural norms can exhibit great hindrance to the success of these products. For example, in India where a large population considers cow as a sacred entity, and therefore, they never eat meat following their religious traits. So, offering an alternative meat solution under the slogan of clean meat or vegetable meat is not going to be fruitful. This is one of the fundamental concepts in marketing that all the marketing campaigns should be oriented around the regional norms and trends even if they can sometimes go against the international marketing policy of the brands. Because without this, it becomes nearly impossible to compete with the local brands which best represent the cultural values of their people. Also, this is the reason why MacDonald and other food brands have been so successful in many countries of the world.

Similarly, introducing a new product in the market is never easy and when it comes to replacing the whole market, it becomes even more difficult. Unlike technologically innovative products, which consumers find very luxurious and convenient, the food products are not much welcomed because they involve many cultural and consumer behavior restrictions. Also, the competitors make their utmost efforts to defame the new products using different tactics and this has been experienced by the plant-based meats companies that consequently led to many government restrictions. Thus, as much as targeting the right audience is important, targeting them with the most efficient campaigns and value proposition is important as well. And when it comes to targeting the global audience and launch your product in different parts of the world with different political structures, the right marketing strategy is very important. Another similar factor that drives the consumption of a specific product is its price. And since due to a smaller number of sales of plant-based meats, they are relatively expensive which possibly demotivates the people to buy these products. However, with effective marketing and business strategies, these problems can be easily overcome and, in this regard, some recommendation has been stated below.

Recommendations

  1. Plant-based meat products need to break their association with traditional meat as it can badly impact their growth in the markets where people have some cultural or religious associations with animals especially in Asia.
  2. The prices of these products should be lowered down to make them competitive with the meat products. Moreover, to achieve sustainable growth, more diverse products need to be launched that can offer them a kind of novelty in the food industry.
  3. The plant ingredients can also be used in various distinctive ways while improving their functionality and instead of offering the food alternative to milk and meat, they can potentially be used to meet other food needs as well.

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