The plant-based industry once dazzled the world with record-breaking growth, attracting billions in investment and taking over supermarket shelves. But in recent years, the momentum appears to have stalled. This article is the third installment in our four-part series on how the plant-based foods sector can regain its footing and chart a path to long-term, sustainable success.
Slowing Growth: A Wake-Up Call for the Industry
In the U.S., retail sales of plant-based meat alternatives declined by 12% in volume in 2023, following a 1% drop in 2022, according to the Good Food Institute and SPINS. While plant-based dairy, particularly oat and almond milk, continues to perform well, the initial excitement around plant-based meat has cooled.
What’s behind the slowdown? Several factors:
- Taste and texture issues that haven’t met consumer expectations
- Higher prices compared to traditional animal products
- Overcomplicated messaging that often confuses rather than convinces
- A backlash from traditional meat industry lobbying
- Economic inflation pressuring household food budgets
In Europe, similar challenges exist, compounded by recent government moves in countries like France to restrict plant-based meat labeling terms. Globally, growth persists—especially in parts of Asia and Latin America—but not at the pace once predicted.
Why Plant-Based Still Matters
Despite these hurdles, the plant-based sector remains crucial in the global effort to combat climate change and animal cruelty. Producing plant-based meat requires up to 99% less water, 93% less land, and emits 90% fewer greenhouse gases than conventional beef, according to research by the University of Oxford.
Additionally, reducing demand for animal agriculture directly benefits global biodiversity and animal welfare—two issues rising in importance for consumers and policymakers alike.
Rebranding for Real Impact
Industry experts agree: better branding is no longer optional—it’s essential. Bruce Friedrich of The Good Food Institute emphasizes that “taste, price, and convenience” must be paired with clear, relatable messaging.
Recent surveys show that terms like “plant-based” resonate more with health-conscious and environmentally-aware consumers, while “vegan” is still polarizing for some mainstream audiences. However, younger generations, particularly Gen Z, are embracing labels that emphasize ethics, climate, and inclusivity.
According to Plant Based World Pulse, successful brands are now shifting from niche identity to lifestyle alignment, integrating plant-based eating into values like wellness, innovation, and sustainability.
How CEOs and Decision-Makers Can Lead the Way
To reboot the plant-based sector’s image and regain traction, decision-makers of vegan restaurants and plant-based brands should consider these actionable steps:
- Reframe the narrative: Focus on flavor, experience, and values—not restriction.
- Use smart language: Terms like “powered by plants” or “climate-smart food” may outperform “vegan” or “meatless.”
- Highlight benefits for all: Position your product as a solution for taste lovers, health seekers, and eco-conscious consumers alike.
- Collaborate with influencers in health, fitness, and environmental sectors who authentically embrace plant-based living.
- Invest in local storytelling that connects with community values, especially in the US Midwest and South, where plant-based adoption lags.
A Call for Real Change
Branding isn’t just a marketing issue—it’s the bridge between innovation and consumer trust. With the right strategy, the plant-based industry can move past its current plateau and reignite global excitement. As leaders, now’s the time to rethink, rebrand, and re-engage the public.
Stay tuned for Part 4 of our series.
Stratik Group International’s Commitment to the Plant-Based Food Sector
As the former managing director for the Spanish language version of vegconomist- the vegan business magazine, creator of this article, and cofounder of Stratik Group International, I would like to highlight that the latter (a top-level digital marketing agency with over 15 years in the business of branding, digital marketing strategies, website development and optimization, and much more) is committed to helping the plant-based sector reach its full potential by offering special perks and discounts for vegan brands, organizations and establishments, using our expertise to deliver that extra push towards a plant-forward world.
If you want to bring your vegan brand, establishment, or organization to a new level, contact me at rob.guerrra@stratik.us
We’ll get you where you need to be! Let’s have a chat.
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