Winning plant-based product attributes

The vegan supplement and plant-based product market is experiencing substantial growth both in the U.S. and across the globe.

Lindsey Carnett, CEO and President

December 17, 2019

2 Min Read
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Plant-based “meat” is marketed to have the taste and texture of animal-based meat without using animal products. Companies like No Evil Foods produce variety packs and meal ideas to target the eco-friendly consumer who wants to switch to a complete plant-based diet. Even full Thanksgiving meals can be based on meat-free alternatives.

Traceability and organic characteristics

Companies like Garden of Life focus on the quality of their ingredients, only using USDA Organic and non-GMO verified ingredients in their powders. This offers consumers the peace of mind that every ingredient is fully traceable to the seed and farm it was grown on.

Product provenance

Successful brands highlight the provenance of their products to encourage sales. Evoking the cultural origin or the background of ingredients can help to connect customers with a sense of place. Sweet Earth, for example, uses globally inspired names in its products to achieve this.

Environmental credentials

With a greater consumer focus on sustainability and care for the environment, plant-based products and vegan supplement providers are embracing eco-friendly packaging. Reducing carbon footprints, switching to post-consumer recycled plastics and looking for cost-effective sustainable packaging are part of the brand experience, and many plant-based materials are being used to package these natural supplements. Sugarcane is being used in tubes and tubs for skincare, cornstarch for food packaging and plant-based paper for beverages. All can be easily recycled and are compostable, reducing the harmful impact on the environment and boosting a brand’s eco-friendly credentials.

Convenience and personalization

Hot on the heels of the complete meal delivery kits that have exploded in popularity, companies like Plant Made provide consumers with their plant-based supplements direct to their door. Customers can tailor their plan based on their health needs and receive freshly prepared items in portioned supplements. Their health boxes, for example, contain 14 supplement packs focused on antioxidant, energizing, vitality and green boost properties, with the items made from a mix of vegetables, fruit and super foods.

Brands and manufacturers have a lucrative opportunity to shape the market’s future and attract new customers with a wide range of innovative supplements. Online stores and direct-to-consumer selling will continue to shape the industry, with brick-and-mortar institutions investing in the potential that the health conscious, eco-friendly consumer brings.

Read this article and others in full in INSIDER's "Plant-Based Revolution" digital magazine


About the Author(s)

Lindsey Carnett

CEO and President, Marketing Maven

Lindsey Carnett is CEO and President of Marketing Maven, an Inc. 5000 ranked integrated marketing firm recognized nationally in the health space by third-party ranking company O’Dwyer’s PR. She specializes in PR, social media marketing, influencer marketing and reputation management. Lindsey is a 2019 Enterprising Women Honoree, 2017 PR News Top Women in PR, FOLIO Magazine 2015 Top Women in Media Honoree and is noted for helping to launch consumer brands with substantiated ingredients. Lindsey can be reached at [email protected]

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