Page 11 - Cubo - Winning In Plant-Based

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Direct links into health, or perceived
health, is a clear angle around

plant-based (and especially meat

substitutes). We envisage this

being a serious consideration for
consumers – sometimes around

lack of nutritionals (e.g. low protein

for some natural products),
sometimes around ‘understanding’

of ingredients and process Pressure on price points (and margins) will kick in,
shelf space limitations will come in force, the normal

supermarket buying and category management rules
will apply and, as mentioned before, they have the

opportunity to play own-label differently – all of this

points to it becoming a far more challenging place

to operate for the plethora of players that exist at the
moment
Media articles are already appearing around ‘what’s in your
plant burger’. Whilst some of this may be fuelled by the mighty
SCALING FOR EFFICIENCY seems to be top of mind for
PR machines from the traditional meat manufacturers, it will
be very interesting to see how this plays-out with a consumer many manufacturers (unsurprisingly, especially the big
demographic who are increasingly interested in where their food players but also a concern for smaller entrants)

comes from, what’s in it and the amount of ‘processing’ involved…
They may have a higher bar than traditional vegans /

vegetarians, where the fact something was meat-free was the
main factor. This won’t be the case with flexitarian and reducer
audiences (see later) A serious dynamic is yet to play out once the
supermarkets get properly into this category!

Clearly plant based has enjoyed something of a ‘health halo’

up to now, but it’s a sector that might have to start actively At the moment it’s in growth, so things are
managing its PR in future… sure they may be more healthy, but probably as easy as they’re ever going
we’ll need to get better at educating a sceptical audience!
to be for the manufactures

Playing up environmental benefits can be one way to ‘fight back’
This WILL change!
which can resonate with many, but is rarely a defining driver!

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