Despite significant growth in the plant-based food sector, many consumers still have reservations about trying or sticking with plant-based foods. The main hurdles include misconceptions about taste, nutrition, ultra-processing, pricing, and the belief that plant-based foods are only for vegans. Businesses can overcome these barriers by focusing on taste in marketing, emphasizing nutritional benefits backed by research, using familiar and natural ingredients, promoting cost savings, and using inclusive language in marketing to appeal to flexitarians and omnivores.

One key strategy is to highlight taste in marketing efforts and prioritize sampling to allow consumers to experience the quality of plant-based products. Additionally, using science-backed nutritional messaging and fortification can dispel misconceptions about plant-based foods lacking important nutrients. By shifting perceptions through transparent sourcing, competitive pricing, and inclusive marketing language, businesses can attract a wider audience to the plant-based food category and encourage more consumers to make the switch.