6 ways small plant-based companies can compete with big food brands

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how to compete with big food brands — Source: Pexels/Gustavo Fring.

Simple strategies to turn conscious consumers into lifelong brand advocates

As more and more plant-based businesses emerge, they face the double challenge of competing with meat and dairy brands and overcoming persistent consumer scepticism about plant-based products.

However, small, purpose-driven startups hold unique advantages that can inspire deep trust and lasting loyalty from consumers, when leveraged effectively. Here’s how smaller plant-based brands can stand out and win hearts (and baskets).

1. Consistency is key

Brand consistency is a crucial factor in building trust. Consumers want to feel confident that a product will consistently deliver the same quality and experience. For plant-based products, this can range from taste and texture to visual identity and messaging. When your brand is cohesive across all your platforms, packaging, and tone of voice, this creates a sense of familiarity and reliability within consumers. Brands that lack consistency risk confusing or alienating their audience, whereas those with a consistent presence enjoy stronger brand recall and loyalty. Think of Apple, which has made its products easily recognisable due, in part, to its consistency from packaging to advertising campaigns.¹

2. Transparency in ingredients and sourcing builds trust

Consumers are becoming increasingly aware of the environmental and ethical impacts of their purchasing decisions. Transparency around ingredient sourcing and supply chain practices signals honesty and integrity. This is particularly important for plant-based brands, which can set themselves apart from their meat and dairy counterparts by sharing detailed sourcing information, ethical farming partnerships, and environmental footprint. Consider Oatly, for example, whose marketing tactics include providing the carbon emissions savings of their products. Clear labelling, sourcing transparency, and third-party certifications such as the V-Label can reinforce that commitment and help consumers feel confident about their choices.²

3. Tell a story – storytelling creates an emotional connection

Small businesses often have powerful origin stories rooted in purpose, whether it’s animal welfare, environmental concerns, or personal health journeys. Use compelling stories to cast the consumer in the role of the founders, emphasising shared values. Brands can build loyalty by framing their mission as one that consumers can actively support. Connecting with your audience emotionally is more likely to result in brand affinity and patronage. Think about Heura Foods, which promotes food activism and casts its consumers as ‘food changers’, building a more sustainable and ethical food system. Heura Foods’ marketing tactics often emphasise food independence, creating a connection with their consumers built on purpose and environmental sustainability.

Who isn’t on social media these days? Social media platforms offer a (mostly) free, dynamic way to foster two-way relationships with your audience, and many consumers seek community and engagement with their favourite brands. This is particularly more valuable for smaller plant-based businesses, which can afford to be more personal, responsive, and community-oriented. Hosting live Q&As and webinars, sharing behind-the-scenes content, and interacting with user-generated posts are all powerful and relatable ways to humanise your brand and can foster a sense of belonging and advocacy with your audience. Don’t underestimate the power of in-person engagement at markets, fairs, or pop-ups, which can offer opportunities to create memorable experiences and word-of-mouth promotion.

5. Loyalty programmes and subscriptions that encourage repeat behaviour

Turning a first-time buyer into a loyal customer often requires consistency and incentives. Online brands like Omni, a plant-based pet food company, offer subscription models that guarantee convenience while encouraging ongoing engagement. And by creating subscription programmes that also reward consumers for repeat purchases, plant-based brands can acquire a loyal customer base. Loyalty schemes, such as point systems or members-only perks, can further deepen consumer relationships by rewarding consistent support. Rewards could also include discounts, exclusive content, or even donations to their chosen environmental causes or organisations. Think about supermarkets you visit where this happens – consumers earn points with every purchase, which can later be redeemed for discounts or vouchers.

6. Champion sustainability practices

Sustainability is often central to plant-based branding, but simply claiming your products to be ‘eco-friendly’ is not enough. Promoting sustainable practices in your production – from the supply chain to distribution – resonates with environmentally conscious consumers. To build long-lasting loyalty, demonstrate real environmental action. This includes measurable outcomes, such as carbon reductions, water savings, or sustainable packaging initiatives. Utilise your business’s annual report to communicate your sustainability goals and progress, even when imperfect. Quorn’s focus on carbon footprint reduction and Impossible Foods‘ commitment to eliminating animal-derived ingredients by 2035 are strong examples.³

Final thoughts

Trust and loyalty are not built overnight. For plant-based brands, they stem from everyday actions, transparent communication and a deep alignment of values and business practices.

By showing up consistently for your consumers, telling compelling stories, creating meaningful engagement and delivering on promises, smaller plant-based brands can compete with bigger, more established brands (meat and dairy, or plant-based alike) and even create a strong, loyal community ready to be ambassadors of your products. In this fast-growing space, purpose-driven brands that build authentic relationships will thrive much longer.