Question: Could a bold, widespread campaign help more people rethink their food choices and create a sustained shift toward alternative protein products?
I enjoyed Doug Eatwell's article and wanted to expand on it while offering my perspective. However, after writing the draft, I realized it wouldn’t fit in length (on LinkedIn) as a response, so I decided to write a full article in the following form. Doug’s original article can be found at the following link: https://www.linkedin.com/pulse/strength-unity-what-alt-protein-must-do-beat-animal-ag-doug-eatwell-s2w4c/
First, I want to say that I really appreciate this article. As a former ad strategist, I understand firsthand the difficulty of driving behavioral change. And yes, when an industry invests billions in shaping consumer behavior, what can an industry with only a fraction of that budget really achieve? Especially when it’s fragmented, with hundreds of companies and brands scattered across the market—it’s simply inefficient. The "alternative protein industry" is not operating at peak efficiency; in fact, it’s quite the opposite. Now, I can address many of the challenges related to that (such as the industry’s real production capacity), but perhaps another time. For now, let me share the following:
While the idea of a bold, widespread campaign to shift consumer food choices is appealing, the truth is, it won’t be enough to break through and significantly move the market. Here’s why:
The alternative protein sector faces significant challenges in matching the reach, influence, and resources of the animal protein industries. These industries have years of government support, massive marketing budgets, and well-established consumer trust. Even when a cohesive strategy, such as unifying industry players and leveraging government support, is employed, the market remains tough to crack. Yes, lobbying for better government support and promotional campaigns are essential, but they won't be sufficient if the underlying issues aren't addressed.
The Main Challenge of the Alternative Protein Industry:
The real issue isn't just about building a national trade association, receiving more subsidies, or fighting misinformation campaigns. The core challenge lies in the consumer’s deeply ingrained habits and emotional connections to meat. Despite the compelling data supporting the environmental and health benefits of alternative proteins, meat consumption goes beyond being just a choice—it’s an identity, a cultural staple, and a deeply rooted tradition.
For centuries, entire nations have made meat consumption a cornerstone of their culture. It’s more than just food; it’s a symbol of supreme happiness, a cherished ritual, and a profound cultural experience that brings immense pleasure and fuels a true passion for eating. This tradition holds such significance that it transcends the technicalities of cultured meat or the health benefits of plant-based proteins. While these innovations are undeniably crucial, they simply don’t resonate with how people emotionally connect to their food.
Given this, health, taste, and texture may be fundamental purchase drivers, but they are often secondary to the emotional bond people have with meat. The alternative protein industry’s early focus on promoting sustainability, climate change, and animal rights, while important, inadvertently alienates the majority of consumers who aren’t already concerned with these issues.
What Can Help Break Through the Glass Ceiling? Here are some strategies that can break through the glass ceiling and help move the alternative protein market:
Redefining the Product Experience:
It’s crucial to focus on taste and texture first, without compromising. The early setbacks of plant-based products failing to deliver on flavor and experience cannot be repeated. To win over mainstream consumers, alternative proteins need to compete on an equal footing with animal proteins in terms of taste, texture, and cooking experience. No amount of marketing or lobbying will overcome poor product performance. People can't eat what looks like a used car tire.
Building Emotional Connections and Identity Shifts:
The most successful consumer goods don't just sell a product—they sell a lifestyle. A more emotional connection to plant-based diets needs to be cultivated. Instead of selling alternative proteins as the "better" or "moral" choice, the industry needs to position these products as the aspirational, cool, and desirable choice. Think beyond the health-conscious or environmentally-minded consumers. The message must reach everyone and be linked with a sense of empowerment and inclusivity. Such an identity can be built independently, without the need to shame or alienate consumers who have different tastes. In fact, these "different" consumers are not always distinct; in many cases, they are the very same individuals who are simply diversifying their choices.
Strategic Partnerships and Ecosystem Building:
Instead of focusing on marketing alone, there needs to be a shift toward ecosystem thinking. Strategic partnerships with big food companies, retailers, and even celebrity endorsements could move the needle significantly. Industry collaboration rather than individual competition, especially between smaller alternative protein companies, can create more impactful scale and consumer trust. Larger companies bring valuable resources—financial support, supply chain infrastructure, and consumer reach—that smaller entities alone cannot match.
Changing the Narrative on Health Benefits:
The health narrative is crucial for market adoption. While ethical concerns and sustainability can drive some consumers, health benefits remain the most powerful and universal motivator. Products like Beyond Meat have already moved toward this direction, but future success will depend on promoting alternative protein as a superior, healthier option rather than just a substitute for meat. This shift needs to address long-term wellness, the absence of antibiotics, hormones, and the low saturated fat content that appeals to mainstream consumers.
Strategic Government Lobbying:
It’s clear that government subsidies and policy support are heavily tilted in favor of the animal agribusiness. This imbalance must be addressed to level the playing field. The real power lies in persistent, collective lobbying to push for more equitable subsidies for plant-based and alternative protein producers, as well as a tax system that supports sustainable production practices. There’s much more to discuss on this topic, especially since producing sustainable food at scale isn’t necessarily a healthier process for the environment.
In Conclusion:
Yes, a bold campaign can help shift food choices in the right direction—if executed correctly—but it is not the sole solution. The key lies in transforming the deeply ingrained consumer identity around food, especially "new food." This requires a focus on product excellence, building strategic partnerships, and crafting a narrative that resonates with a broad audience—not just the eco-conscious or health-focused. Real change demands a combination of outstanding products, a deep emotional connection, industry-wide collaboration, and substantial government support. Without these elements, no matter how loud the campaign, the market will not move significantly. The true breakthrough for the industry will occur when alternative proteins are no longer seen as "alternatives," but as mainstream choices that consumers embrace because they taste great, support their health, and align with their values.
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