Plant-Based Meat Missteps: Focusing on Flexitarians Could Be Key to Growth

Plant-based meat companies have missed the mark by concentrating too much on vegetarians and vegans rather than tapping into the flexitarian market. Flexitarians—those who primarily eat plant-based foods but still enjoy animal meat—represent a crucial yet overlooked consumer base.

At the Ag Allies Conference in Raleigh, North Carolina, Butterball CEO Jay Jandrain and Smithfield CEO Shane Smith discussed how plant-based brands have gone wrong with their “all or nothing” approach.

Smith pointed out how plant-based products lingered on shelves during the pandemic when other foods sold out.

“Their approach was wrong from the start,” he remarked, suggesting that targeting flexitarians, who balance both plant and animal proteins, would have been a smarter strategy.

Jandrain echoed this sentiment, emphasizing that plant-based meat isn’t a threat to animal agriculture. “I’m all for choice,” he said, highlighting the importance of giving consumers the freedom to decide what they want to eat, whether plant-based or animal protein.

Both leaders agree that plant-based meat has a future, but it won’t replace the traditional meat industry. Instead, it will carve out a niche alongside animal products, particularly as taste and variety improve to appeal more to flexitarians.

Ultimately, the consumer holds the power, and despite the growth of plant-based options, the majority still favor a burger from a cow over one from a plant.

As plant-based companies rethink their strategies, they’ll need to focus more on appealing to those who straddle the line between vegetarian and carnivore, giving them the flexibility they crave.

For insights on plant-based industry trends and strategies, visit our homepage for the latest updates.