Understanding and reaching emerging consumer demographics is vital for staying competitive in the food and beverage landscape. Enter the open omnivore – a newly identified group bridging the gap between omnivores and flexitarians.
These consumers, while primarily meat-eaters, are open to trying plant-based alternatives but haven’t yet made the leap.
Why does this matter?
In the latest New Food Hub article, ProVeg International deep dives into the open omnivore group and reveals how brands can target these consumers. According to the article, open omnivores represent untapped potential in the plant-based sector, offering a fresh growth avenue for businesses looking to expand their reach. Unlike flexitarians, who are already active buyers in the category, open omnivores are at the starting line of their ‘readiness’ journey – still waiting to be engaged, educated, and converted into customers.
By embracing a varied diet that considers sustainability, open omnivores could subtly push the F&B market towards more eco-friendly options. Inasmuch, this group might also be key to ‘mainstreaming’ plant-based foods and making healthy and sustainable eating accessible for everyone.
Image courtesy of ProVeg International
Data from the EU Smart Protein Project, analysed by ProVeg, suggests that open-omnivores make up roughly 35% of European consumers, with the highest concentrations in Romania, Spain, and Italy.[1]
This group is health-conscious, environmentally curious, and driven by taste and affordability, yet they face barriers like uncertainty around the preparation and pricing of plant-based options.
How can brands tap into the potential?
By tailoring messaging, product development, and retail strategies, businesses can address these barriers and appeal directly to open omnivores’ unique motivations. For example, placing plant-based options in mainstream aisles, highlighting taste and convenience in marketing, and leveraging trusted influencers can create a seamless path to trial and adoption.
On the New Food Hub, ProVeg dives deeper into strategies to capture the attention and loyalty of this group. Learn how to position your products, develop targeted campaigns, and make plant-based eating an easy and attractive choice for open omnivores.
For the full analysis and actionable insights, visit ProVeg’s New Food Hub.
[1]Â Evolving Appetites, (2023). Smart Protein Project and ProVeg International. Available at: https://proveg.org/report/evolving-appetites-an-in-depth-look-at-european-attitudes-towards-plant-based-eating/. Accessed 2024-11-25.
