Why Brand Salience Matters in the Plant-Based Market

From vegconomist.com

Brand salience is crucial for success in today’s competitive plant-based food market. But what does this term mean and how can we build it?

Understanding brand salience

In essence, brand salience is about how noticeable or prominent a brand is in the minds of consumers. According to marketing expert Byron Sharp, author of How Brands Grow, brand salience is a key driver of consumer choice. While brand awareness indicates familiarity, salience takes it a step further, ensuring that your brand is the one consumers think of first when making a buying decision.

Why salience matters in the plant-based market

The plant-based market is expanding rapidly, with more brands and products entering the space every day. To stay competitive, plant-based brands must go beyond simple awareness and strive to be memorable. Consumers are often overwhelmed by the number of choices available, and the brands that come to mind first are usually the ones that win.

                                                                                                                 Image: Unsplash/Shalom Ejiofor.

Sharp’s research underscores this, showing that brands with higher salience have a greater probability of being chosen. When a consumer walks through a supermarket aisle or shops online, they are more likely to pick a brand they remember. For plant-based companies, this means focusing on strategies that increase salience can lead directly to higher sales.

Building brand salience

With the right branding strategies, you can ensure that your plant-based brand or product becomes top-of-mind for your target consumers. In its latest New Food Hub article, ProVeg International explores brand salience and shares the strategies you need for building and maintaining brand salience in the plant-based market. Read the full article to learn how to make your brand memorable and become a consumer’s first choice.

For support on your alternative protein strategy get in touch with ProVeg at corporate@proveg.org.

https://vegconomist.com/marketing-and-media/brand-salience-plant-based-market/