Is Plant-Based still a trend?

While many trends come to the market quickly and disappear just as fast, plant-based foods continue to grow in popularity, and it doesn’t show any signs of slowing down.??

In the latest consumer insights report from Shopkick by Trax (linked below), more than 16,000 users weigh in on their thoughts about plant-based products and why they have continued to purchase plant-based alternatives rather than meat and dairy products.??

Whether you’re vegetarian, health-conscious, environmentally focused, flexitarian (a new term we recently discovered) simply love the taste of more natural products or any of the numerous adjectives for eating more plant-based… you’re not alone. Though many trends come to the market quickly and disappear just as fast, plant-based foods are growing in popularity, and it doesn’t show any signs of slowing down.???

We've seen our users' interest in plant-based alternatives grow with partners such as Daring. and Beyond Meat . And to be specific, we are describing plant-based products as those products consisting largely or solely of vegetables, grains, pulses, or other food derived from plants, rather than animal products.??

From our recent study, we found there is no shortage of consumers buying plant-based products, with 49% of shoppers buying every few grocery trips and almost 100% of them buying in-store vs. online. This presents a significant opportunity to educate and engage shoppers at home through the Shopkick app to encourage consideration – especially since almost 40% of users are learning about plant-based products from the Shopkick by Trax app – Shopkick has the unique opportunity to then drive users in-store to boost sales. And to make it even more appealing, our hypothesis was that consumers would consider buying more expensive plant-based more expensive products, the reality, however, is that less than 15% actually think plant-based products are too expensive, while the majority of Shopkick users perceive plant-based products as being a couple of dollars more, if any.??

With more choices than ever, how do plant-based products stand out in a crowded market? We found that an astounding 80% of users buy plant-based products for general health benefits, so use this to your advantage. Here are a few quick thoughts that can help your brands shine.??

• Use stats and facts on the packaging and in your marketing about the health benefits of your products?
• Create a gamified experience like a quiz to showcase how your product can support your customer’s needs (this is a huge area that we see success within the Shopkick app – users love to take a quick quiz that gives them fun insight into their behaviors)?
• Utilize interactive content like videos and e-books to create a spin on education?
• Partner with health-related influencers to maximize exposure. Just make sure to partner with relevant influences that fit your audience… and on the right platform for your personas?

As a future-forward and innovative market, the food industry truly is ahead of its times in thinking about what’s next for consumption… and right now, we’re convinced it’s plant-based. But, understanding what consumers want is just the first step. The plant-based market is growing 29% year-over-year, nearly twice the rate of the overall food and beverage market – yet again, another massive advantage for this industry to capitalize on. In today’s increasingly competitive world, experience offerings are where brands must compete when it comes to engaging consumers… and winning them at the shelf.??

Shopkick by Trax has redefined what a shopping rewards app is by creating an interactive and gamified experience rather than relying on discounts alone. This helps CPG brands differentiate their products in a way that creates long-lasting loyalty from consumers, as well as captures real-time data, increases store visits, and in turn increases conversion.

If you’re interested in learning more about what Shopkick by Trax can do for your brand, reach out to us. Or, if you want to survey our users with your most pressing questions about your brand/products, shoot us a note, we’d love to discuss.??

Download our plant-based infographic here: https://partners.shopkick.com/plant-based-infographic

In this infographic you’ll learn:?

• What consumers use to learn about new plant-based products?
• Where they’re purchasing plant-based products??
• How often do consumers purchase plant-based products?
• Why do consumers continually purchase plant-based products??