Consumer behavior trends and your brand: responding to the alternative protein movement

It’s a funny thing. The animal protein industry spent half a century perfecting food safety and efficiency. It made a science out of meeting protein needs at a price point that equated to accessibility for all. And yet, after accomplishing such a feat, it looked down from its place at the top of the mountain (so to speak) and realized safety, price and accessibility aren’t the only things that matter.

Alright, so maybe it’s not so funny after all – especially if you’re part of the industry that helped push these accomplishments uphill.

Change like this doesn’t happen overnight. And yet, here we are, an industry trying to figure out what to do with a growing trend in the “slow food” movement, alternative proteins and sustainably grown – however you define that last one.

It’s tempting to treat it like a fleeting trend. After all, the vast majority of people – nearly 75% – still eat meat. And only 5% of Americans consider themselves vegetarians, a rate that’s remained pretty much the same for the last 20 years.

So no, animal protein consumption is not going to go away, but that doesn’t mean you can ignore this fluttering of change, either. A recent CFI 360 Report explains why:

• Investors are increasingly interested in providing capital where climate change can be addressed.
• Alternative proteins – especially dairy – are growing.
• Generational cohorts like Gen Z and millennials are looking at product attributes beyond price.
• Throw a global pandemic in the mix, and all of a sudden there’s heightened awareness of shortcomings in our supply chain.

So, what’s a brand to do? We’ve got some ideas.

Lead with the head AND the heart.

Why are people embracing alternative proteins? Because its makers are connecting on facts and feelings. Your response should do the same by connecting on shared values and trustworthy information.

We did this with Illinois Beef. They recognized that consumers perceived plant-based alternatives as more nutritional. These alternatives have also come a long way in taste, using lots of ingredients to try and match the unbeatable flavor of beef. So, leveraging social media and some really powerful visuals, we demonstrate two undeniable facts; With just one ingredient, nothing beats the flavor of beef. See how we did that here.

Don’t just tout sustainability. Use your brand to define it.

Research tells us that sustainability matters to consumers. Brands have made hay plastering it on labels and throwing it in campaigns, but it’s time to evolve beyond the buzzword. Luckily for the agriculture industry and the brands supporting it, you have a great sustainability story to tell. It’s easy to just sneak that word into a social media post or web page, but we dare you to go a step further. Make your sustainability story an integral part of your brand. Bring to light the purpose, and depth, and actual meaning of why sustainability is important, and what you’re doing about it. So when a consumer thinks about sustainability, they think of your brand, and the steps you’re taking to not only meet their needs but fulfill their desire for a bigger purpose. Speaking of, we have a great piece on the importance of brand purpose.

Embrace the ambassador.

So you have the facts and shared values down. You’ve also got a rock-solid brand purpose. Your SEO strategy is on point, and you’ve created a slew of omni-channel touch points. But, if you really want to build trust and long-term loyalty, you need to leverage the power of peer to peer. Other than experts, it’s who we typically turn to for reliable information. Tap into this micro-level influence to help elevate your brand in the eye of your customer.

Bottom line, there will always be a new trend. Some more impactful than others. Ensure your brand’s positioning by putting some fundamentals in place. As for other ways to move your brand forward? Let’s talk.