What is the Open Omnivore Opportunity?

The Open Omnivore Opportunity refers to a group of consumers who are primarily meat-eaters but are open to trying plant-based alternatives. These individuals are seen as a key target for brands seeking to expand their reach in the plant-based sector. Unlike flexitarians, who are already active buyers of plant-based products, open omnivores are at the beginning of their journey towards incorporating more plant-based options into their diets. By engaging, educating, and converting this group into customers, businesses can tap into their potential and contribute to the mainstreaming of plant-based foods.

To effectively target open omnivores, brands can tailor their messaging, product development, and retail strategies to address barriers such as uncertainty around preparation and pricing of plant-based options. By highlighting taste, convenience, and affordability in marketing efforts, as well as utilizing trusted influencers, businesses can create a seamless path for open omnivores to try and adopt plant-based products. Overall, by appealing to the unique motivations of this group, companies can make healthy and sustainable eating more accessible and appealing to a wider audience.