In a competitive market, success in the plant-based industry requires brands to think like their customers. ProVeg International's New Food Hub suggests utilizing Philip Kotler's 'three levels of a product' model to align product development with consumer expectations. This model focuses on the core product (problem-solving), embodied product (tangible experience), and augmented product (emotional connection), emphasizing the importance of delivering genuine value through all layers.

Understanding the type of product being developed is crucial for effective messaging, positioning, and marketing. Brands should also prioritize consumer validation, feedback, and robust portfolio management to ensure sustainable growth. By listening to consumer insights and avoiding assumptions, plant-based brands can create products that resonate with customers and build long-term loyalty.