Framing health as a growth driver, not a turn-off, in plant-based food
Health is the main reason many consumers start shifting away from meat. In a 2023 survey of over 7,500 people across ten European countries, 47% said they were cutting back on meat for health reasons – ahead of animal welfare (29%) and environmental concerns (26%).1
The appeal of foods lower in saturated fat, free from cholesterol, and supportive of weight management continues to draw interest in plant-based alternatives. But health alone doesn’t secure product or brand loyalty. To turn initial interest into long-term engagement, plant-based brands need to communicate health benefits without making products sound bland or purely functional.
Health may drive the first purchase for some consumers, but it’s taste that brings people back.2 Messaging about fiber, cholesterol, or heart health means little if the product doesn’t satisfy in flavor or mouthfeel. The challenge for plant-based brands is to lead with health without triggering skepticism about taste, indulgence, or enjoyment.
Health sells – but only when it feels real
Many consumers are suspicious of health claims, especially when they’re vague, overhyped, or unsupported by recognizable ingredients. ‘High in protein’ is only persuasive if the protein source is clear. ‘Good for your gut’ needs to mean something beyond marketing fluff. Consumers today expect transparency and are quick to challenge brands that overpromise.
There’s also a psychological tension. Research shows that framing a product as ‘healthy’ can make it sound boring or less enjoyable, whereas framing something as more indulgent can increase the propensity to purchase.3 So brands need to signal health benefits clearly, but without stripping the product of its appeal and enjoyment factors. Maintain a balance between healthy and tasty at all times.
What the evidence says about health
Health-focused messaging is grounded in solid science. Plant-based diets have been associated with multiple health benefits, including:
- Cardiovascular health – Diets rich in plants are linked with lower blood pressure, improved lipid profiles, and reduced risk of heart disease4
- Weight management – Individuals following a vegan diet have been shown to experience greater reductions in body weight and BMI compared to those on an omnivorous diet5
- Lower inflammation – Diets high in fiber and low in fat can reduce markers of chronic inflammation6
- Cognitive support – Flavonoids found in many plant foods are associated with improved cognitive function and reduced dementia risk7
These claims carry real weight, but only if brands link them to recognizable ingredients and communicate them clearly through packaging and messaging.
Case studies: how brands are using health to win trust
Oatly
Oatly doesn’t lead with health claims, but it builds trust through transparency, tone, and a focus on what matters to consumers. The brand highlights on packaging what the product doesn’t contain: ‘No dairy. No nuts. No gluten.’, trusting shoppers to interpret these absences as health positives without over-explaining. It also highlights added calcium and vitamins (like D, B2, and B12) in a straightforward, unforced way. Combined with a consistent, self-aware tone, this approach avoids overclaiming on health while reinforcing Oatly as a sensible, trustworthy choice.
Heura Foods
This Spanish plant-based meat brand leads with nutrition. Heura’s products are high in protein and low in saturated fat, and the brand openly publishes nutritional comparisons with animal-based equivalents. Its educational content explains how the products are made, what oils are used, and why they matter for health. This transparency builds trust while reinforcing taste and versatility.
Alpro
One of the plant-based category’s longest-standing players, Alpro balances health and taste through product segmentation. Its unsweetened lines highlight ‘no added sugar’ and ‘low in saturated fat,’ while indulgent ranges like Alpro Greek Style or desserts focus on texture and flavor. All their products maintain strong health credentials, but the messaging adapts to usage occasions.
WhatIF Foods
This Singaporean brand goes further, marketing itself around the regenerative and nutritional properties of the Bambara groundnut. WhatIF makes its nutritional claims feel modern and purposeful, linking nutrient density to both human and planetary health. While its messaging is science-informed, the brand uses energetic design and accessible storytelling (describing itself as ‘planet-based’ rather than ‘plant-based’) to avoid sounding clinical.
Strong Roots
Strong Roots focuses on simple, recognizable ingredients. Their packaging highlights the absence of additives and the presence of vegetables, legumes, and seeds, reinforcing the idea of ‘real food.’ Products like their beetroot burgers or mixed root vegetable chips are positioned as both nutritious and satisfying, targeting health-aware but taste-led consumers.
Practical health-message strategies for brands
ProVeg International makes the following recommendations:
- Connect claims to real ingredients: Link health claims directly to ingredients consumers can identify, like oats, lentils, or chickpeas. Avoid abstract or overly scientific wording unless it’s explained clearly.
- Be specific, not vague: ‘High in fiber’ or ‘source of protein’ means little without context. Give benchmarks where possible, such as ‘10g plant protein per serving’ or ‘40% less saturated fat than standard cheese.’
- Use packaging wisely: Front-of-pack cues matter. Consider icons, traffic light labels, or short health highlights. Use the back of the pack or website (via a QR code on the pack) for deeper explanation, including how the product is made.
- Maintain taste leadership
Avoid making the product sound medicinal, joyless, or bland. Pair health claims with flavor descriptions, imaginative product names, and chef endorsements, or suggested pairings to reinforce enjoyment. - Educate without preaching
Use blog content, in-store activations, or social media to explain the nutritional value of your ingredients. Lead with curiosity and useful information, and avoid using guilt or fear. - Segment your range
Some consumers want maximum nutrition and health benefits. Others want indulgence with a side order of reassurance. Develop product lines that meet both needs without diluting your brand message.
Remember, health and taste must go hand in hand
Research demonstrates that health is a powerful entry point for shoppers going plant-based, but it’s unlikely to be the reason someone becomes loyal to a product type or to your brand. To win in plant-based today, brands must treat health not as a slogan, but as a substantiated, integrated benefit, always tied to the experience of taste, satisfaction, and trust.
For more support with your alternative protein strategy, get in touch with our experts at [email protected] and subscribe to our newsletter and podcast.
Simon Middleton
Senior Writer
References
- Smart Protein Project (2023). An in-depth look at European attitudes towards plant-based eating. Available at: https://smartproteinproject.eu/wp-content/uploads/Smart-Protein-European-Consumer-Survey_2023.pdf
- FMI – The Food Industry Association (2023). Power of Plant-Based Alternative Foods and Beverages 2023. Available at: https://www.supermarketnews.com/meat/plant-based-alternatives-show-promise-but-repeat-purchases-lag
- Turnwald BP, Boles DZ, Crum AJ. Association Between Indulgent Descriptions and Vegetable Consumption: Twisted Carrots and Dynamite Beets. JAMA Intern Med. 2017 Aug 1;177(8):1216-1218. doi: 10.1001/jamainternmed.2017.1637. Erratum in: JAMA Intern Med. 2017 Aug 1;177(8):1228. doi: 10.1001/jamainternmed.2017.3703. PMID: 28604924; PMCID: PMC5818791. Available at: https://pmc.ncbi.nlm.nih.gov/articles/PMC5818791/
- Satija, A. et al. (2017). Plant-based diets and the risk of coronary heart disease. Journal of the American College of Cardiology, 70(4), 411–422. Available at: https://www.jacc.org/doi/full/10.1016/j.jacc.2017.05.047
- Landry, M. J., Crimarco, A., Gardner, C. D. (2023). Cardiometabolic effects of omnivorous vs vegan diets in identical twins: a randomised clinical trial. JAMA Network Open, 6(11), e2339093. Available at: https://jamanetwork.com/journals/jamanetworkopen/fullarticle/2812392
- Fritsch, J., Garces, L., Quintero, M. A., et al. (2020). Low-Fat, High-Fiber Diet Reduces Markers of Inflammation and Dysbiosis and Improves Quality of Life in Patients With Ulcerative Colitis. Clinical Gastroenterology and Hepatology, 18(10), 2243–2250.e2. Available at: https://www.gastrojournal.org/article/S0016-5085(21)03810-5/fulltext
- Jennings, A., et al. (2024). Flavonoid-Rich Foods, Dementia Risk, and Interactions With Genetic Risk, Hypertension, and Depression. JAMA Network Open, 7(9), e2339093. Available at: https://jamanetwork.com/journals/jamanetworkopen/fullarticle/2823676
