Business news: Why Health Alone Won’t Win the Plant-Based Market

From vegconomist.com

Health is a major motivator when consumers first reduce meat. In fact, nearly half of European consumers cite health as their main reason for eating less meat, ahead of sustainability or animal welfare. So, is the secret to growing the plant-based category simply shouting louder about fibre, cholesterol, or heart health?

Not quite.

In the latest New Food Hub article, ProVeg International explores why health may open the door, but taste, transparency, and trust are what keep people coming back.

How to frame health as a growth driver

Many consumers remain sceptical about health claims, especially if they’re vague or overused. ‘High in protein’ only resonates when the source is familiar. ‘Gut-friendly’ messaging needs to feel credible, not like an empty buzzword. And framing food as too healthy can actually reduce its perceived tastiness. Studies show indulgent cues, like flavour or mouthfeel, boost purchase intent more than clinical-sounding claims.

That’s why the most successful plant-based brands strike a delicate balance. Oatly wins trust by being transparent and relatable rather than over-promising. Heura uses clear nutritional comparisons to build credibility. Alpro smartly segments its range to suit both the health-conscious and those seeking comfort food.

Photo: Leon Seibert on Unsplash

Brands find success when they frame health as a benefit, not a burden. WhatIF Foods links nutrient density to sustainability through its hero ingredient, the Bambara groundnut, all while using colourful packaging and upbeat storytelling. Meanwhile, Strong Roots leads with real vegetables and clean ingredients but still uses satiating language to capture the ‘healthy but hearty’ space.

If you’re a brand, this means:

• Connect claims to recognisable ingredients: oats, lentils, chickpeas, or vegetables.
• Be specific: ‘10g plant protein per serving’ is stronger than ‘good source of protein.’
• Anchor health in enjoyment: avoid language that feels joyless or clinical.

Ultimately, health matters, but only when it’s integrated into a broader brand experience that satisfies taste and emotion. Your product should make people feel good, and it should taste great.

Explore the full New Food Hub article, brand case studies, and strategic recommendations here.

https://vegconomist.com/health/why-health-alone-wont-win-plant-based-market/