Turning a New Leaf for Plant-Based Brands

By Caroline Zerilli, Product Marketing Manager at Chicory

The plant-based boom may be leveling out, but there’s an opportunity for brands that play smart to meet the evolving needs of today’s shopper.

After years of rapid growth, the category has entered a new era. Meat alternatives are facing scrutiny, but dairy alternatives and plant-based snacks are seeing growth. As consumers shift their focus to high protein and better health outcomes, they’ve raised their expectations for how plant-based products perform. 

In turn, brands need to meet consumers with better value, clearer claims, and smarter placement. That’s where contextual commerce media can help. 

At Chicory, we help brands connect with high-intent shoppers in the moments they’re actively planning meals and discovering new products. As the plant-based category faces a crossroads, a contextual strategy can help inspire usage and drive results.

The Future Is Flexible

The next wave of plant-based growth won’t be led by older generations or strict vegans and vegetarians. Flexitarians (i.e., those who eat primarily plant-based but occasionally consume meat or fish) and Gen Z consumers that prioritize flavor will be need-to-win audiences. 

Unlike older generations, Gen Z consumers grew up with oat milk in the fridge. They’re not just open to plant-based, they expect it. Only 35% of Gen Z and Millennial consumers haven’t tried plant-based meat, compared to nearly 60% of Baby Boomers who haven’t tried it.   

This disparity in trials underscores the importance of meeting younger shoppers in high-intent planning moments. When it comes to groceries, they’re using digital recipes as a planning tool: 95.7% of Millennials and 87.2% of Gen Z consumers report using online recipes regularly.

And recipe content reaches consumers with various diets and lifestyles. As consumers prioritize health more, they’re becoming increasingly flexitarian. In fact, 96% of households that bought plant-based meat in 2024 also purchased animal-based meat—highlighting how plant-based brands must appeal to this growing group. 

Unlocking Opportunity for Key Sub-Categories

As the category regains its footing, there are several plant-based subcategories primed for re-education and continued growth:

Alternative Dairy 

With plant-based milks making up nearly 15% of total fluid milk sales and creamers growing 10% YoY, the subcategory has staying power. Gen Z is a key driver behind the change, with 85% reporting using creamers and flavorings in their coffee. Non-dairy brands that tap into this growing behavior shift and meet consumers planning caffeinated treats and healthy smoothies will cement themselves in daily routines. 

Plant-Based Meats

After years of trial, plant-based meat remains under pressure to prove its place at the table. Taste, price, and nutrition skepticism have slowed growth, but the new era of high-protein focus presents an opportunity. Brands that lean into this growing priority stand to build strong associations between plant-based and high-protein habits. Impossible is already after this, having recently launched their “meatiest” plant-based innovation yet.

Plant-Based Snacks

Snacking is one of the few occasions consumers aren’t willing to cut. With 20% YoY growth in plant-based snacks, brands have an opportunity to show up in moments like lunch packing, late-night cravings, and mindful indulgence. Considering the back half of the year, back-to-school is a key moment to capture snacking attention, as nearly 50% of parents pack daily school lunches with snacks.

Promote Plant-Based Where It Counts

As the plant-based category continues to evolve, success will hinge on showing up during active moments of planning and consideration. 91% of consumers use digital recipes to support their meal planning efforts and 80% have been inspired by a recipe to purchase a new product. This is the power of reaching shoppers in the right context and mindset. 

The early excitement around plant-based may have cooled, but the appetite is still there. Brands that meet shoppers in the right context are poised to spark the next wave of plant-based growth. 

Ready to reignite your plant-based brand? Let’s talk.