Five ways to reach new consumers with taste marketing – vegconomist
Research has shown that taste is the biggest motivator for plant-based food purchases, and the good news is that foods produced by many plant-based brands is super tasty! But many consumers don’t know that yet. So how do you get a consumer to taste your product before buying it?
ProVeg International recently published a white paper that details the most effective ways to leverage taste marketing to attract new customers. These strategies include working with:
- fast trade
- Influencer Gifts
- Cooks and food services
- food trucks
- In-store discounts
Catering as a marketing strategy based on taste
Catering in particular is a great taste-centric marketing strategy. Consumers are more likely to experience new flavors when dining out than when ordering food for delivery, and more than half of millennials believe a new and unique dining experience is an important consideration when choosing of a restaurant. Together, these factors create a huge opportunity for plant-based brands to reach new consumers.
Additionally, having a foodservice presence is a great way to build brand awareness. This demonstrable consumer base will help you introduce your product to new retailers and build retail sales. As Nestlé’s management team explains: “The least risky way to try a new plant-based product is [to sample it] in a restaurant or canteen. If you like it in one setting, you’re more likely to like it in the other. That’s why Nestlé ensures that its Garden Gourmet range is available to both retail customers and catering professionals.
If you want to learn more about how to effectively partner with chefs and foodservice to market your product, or if you want to learn more about the other four taste marketing strategies, click here to read the full article.
For an in-depth dive into these and other topics, check out ProVeg International’s comprehensive catalog of items on the ProVeg New Food Hub.