Annamari Jukkola, co-founder and CEO of Finnish dairy-free company Mö Foods, argues that the plant-based movement must evolve past the 'vegan' label in order to achieve broader adoption. While 'vegan' once signalled moral and environmental consciousness, it has now become associated with expensive, less satisfying, and inconsistent products. Consumer behaviour is shifting due to economic pressures, leading to a decline in sales of plant-based meat in various markets.

Jukkola believes that the future of plant-based foods lies in normalizing them as everyday staples rather than niche alternatives. By focusing on taste, functionality, affordability, and transparency, the plant-based industry can appeal to a wider audience beyond vegetarians and vegans. Moving away from an oppositional stance against meat and dairy, and instead offering familiar and reliable options, can lead to a shift towards plant-based choices becoming habitual rather than ideological.