Beyond Meat Marketing Strategy 2024: A Case Study

Beyond Meat, a leading provider of plant-based meat alternatives, has implemented a comprehensive marketing strategy that has propelled its products to the forefront of the plant-based meat market. The company’s marketing approach encompasses various key elements, including expanding its target market, establishing strategic partnerships, and launching innovative campaigns such as “There’s Goodness Here.” This multi-phase campaign aims to demystify the process of creating Beyond Meat products and highlights the company’s unwavering dedication to sustainability and nutrition.

Key Takeaways:

  • Beyond Meat’s marketing strategy focuses on expanding its target market, establishing strategic partnerships, and launching innovative campaigns like “There’s Goodness Here.”
  • “There’s Goodness Here” campaign showcases the farmers who grow the ingredients for Beyond Meat’s products, emphasizing the connection between food and its producers.
  • The company places great importance on sustainability, featuring sustainable faba beans from a 5th generation farmer in Munich, North Dakota, in their heart-healthy steak.
  • Beyond Meat’s heart-healthy steak is certified by the American Heart Association, meeting rigorous nutrition requirements.
  • Aligned with their commitment to improving human health, Beyond Meat’s plant-based meats have 0 mg of cholesterol per serving.

Plant-Based Meat Market Growth and Trends

The plant-based meat market is experiencing remarkable growth and gaining immense popularity among consumers worldwide. With increasing concerns about sustainable food production and the demand for vegan meat substitutes, plant-based alternatives have emerged as a viable and ethical option for conscious consumers.

According to research, the global plant-based meat market was valued at USD 4.40 billion in 2022 and is projected to grow at a compound annual growth rate (CAGR) of 24.9% from 2023 to 2030. This exponential growth can be attributed to various factors, including rising environmental awareness, animal welfare considerations, and health-conscious dietary choices.



The market segment for soy-based meat products accounted for 48.55% of the global revenue in 2022. However, pea-based meat products are expected to witness the highest growth rate of 26.3% over the forecast period, indicating a shift towards diversification in plant-based alternatives.

Plant-based burgers currently dominate the market, accounting for a significant 28.15% share of the global revenue in 2022. Additionally, the plant-based chicken segment holds a leading position, capturing a 33.57% share of the global revenue in the same year.

Tapping Into New Markets

The hotel/restaurant/café (HORECA) segment is a crucial player in the plant-based meat market, representing a remarkable 58.59% share of the global revenue in 2022. This indicates the increasing adoption of plant-based alternatives by the foodservice industry and the rising demand for sustainable menu options.

The frozen plant-based meat product segment is also significant, accounting for a substantial 56.48% share of the global revenue in 2022. However, the refrigerated plant-based meat products segment is projected to grow at a CAGR of 20.2% from 2023 to 2030, reflecting the growing demand for chilled and fresh plant-based options.

Geographically, the North America region held the largest market share of 36.82% in 2022, demonstrating its dominance in the plant-based meat market. Factors such as increasing consumer awareness, a strong presence of plant-based meat companies, and changing dietary patterns contribute to North America’s market leadership.

Overall, the plant-based meat market is driven by the growing demand for sustainable food production, ethical consumption choices, and the desire for vegan meat substitutes that provide a comparable taste and texture to animal-based meats. As consumers continue to prioritize sustainability and health-conscious living, the plant-based meat market is poised for significant growth and transformative change.

Market Segment Share of Global Revenue (2022)
Soy-based meat products 48.55%
Pea-based meat products 26.3% (Projected Growth Rate)
Plant-based burgers 28.15%
Plant-based chicken 33.57%

“There’s Goodness Here” Campaign

Beyond Meat’s “There’s Goodness Here” campaign is a testament to their commitment to sustainability and their mission to provide nutritious plant-based meat alternatives.

This comprehensive campaign encompasses various elements of modern marketing, including environmental branding, influencer marketing, and social media campaigns. By leveraging the power of these strategies, Beyond Meat aims to reach a wider audience and inspire consumers to make conscious choices about the protein they consume.

The campaign’s environmental branding focuses on highlighting the positive impact of choosing plant-based alternatives over traditional animal-based meats. Through visually appealing and informative advertisements, Beyond Meat emphasizes their dedication to reducing the carbon footprint associated with meat production and promoting a more sustainable future.

Additionally, the campaign incorporates influencer marketing by collaborating with popular figures across various industries. These influencers share their personal experiences with Beyond Meat’s products, showcasing the delicious taste and texture that rival traditional meat options. Such collaborations allow Beyond Meat to tap into the influencers’ loyal followers, who may be inspired to explore plant-based alternatives.

To create further awareness and engagement, the campaign utilizes social media campaigns to connect with consumers on popular platforms like Meta (formerly Facebook) and TikTok. Through compelling videos, engaging storytelling, and interactive content, Beyond Meat builds a community of individuals interested in sustainable food choices. Social media offers a platform for Beyond Meat to educate, entertain, and inspire people to make informed decisions for themselves and the environment.

By combining environmental branding, influencer marketing, and social media campaigns, Beyond Meat’s “There’s Goodness Here” campaign has effectively conveyed their message of sustainability and nutrition to a global audience. Through these strategic initiatives, Beyond Meat continues to solidify its position as a leader in the plant-based meat industry and make a positive impact on the future of food.

Product Innovation and Differentiation

Beyond Meat’s success in the plant-based meat market can be attributed to its commitment to constant product innovation and differentiation. Through extensive research and development, the company strives to create plant-based meat products that closely mimic the taste, texture, and sensory attributes of animal-based meats. By focusing on product innovation, Beyond Meat ensures that its offerings appeal to a wide range of consumers, including those who may be hesitant to try plant-based options.

One of Beyond Meat’s notable achievements in product innovation was the creation of its flagship product, the Beyond Burger. This burger, introduced in 2016, was the first plant-based option to be sold alongside traditional meat burgers in the meat section of U.S. grocery stores. By creating burgers that “bleed” like traditional meat, using beet juice as a natural coloring, Beyond Meat was able to provide a unique and familiar experience to consumers.

Moreover, the company actively seeks partnerships and collaborations with industry leaders to further drive product innovation and reach a wider audience. Beyond Meat has partnered with major brands such as McDonald’s, KFC, Pizza Hut, and PepsiCo. Their strategic collaboration with PepsiCo aims to develop snacks and beverages using plant-based protein, demonstrating their commitment to expanding the availability and accessibility of plant-based options in various food categories.

Expanding distribution channels is another crucial aspect of Beyond Meat’s marketing strategy. The company recognizes the importance of making its products easily accessible to consumers. By partnering with large brands and establishing relationships with retail and foodservice outlets, Beyond Meat has made its products available in approximately 122,000 locations across 80 countries. This wide distribution network ensures that consumers can find Beyond Meat products conveniently, further promoting and solidifying the brand’s presence in the market.

Product Innovation and Differentiation Table

Innovation Initiatives Impact
Continuous research and development Creation of plant-based meat products that closely mimic the taste and texture of animal-based meats.
Inclusion of Beyond Burger in the meat section Increased exposure and consumer acceptance of plant-based options.
Partnerships with major brands Collaborative efforts to develop innovative plant-based snacks and beverages.
Expanding distribution channels Increased accessibility and availability of Beyond Meat products.

Overall, Beyond Meat’s dedication to product innovation and differentiation has not only allowed them to stand out in the plant-based meat market but also expand their reach and appeal to a broader consumer base. By continually pushing boundaries and creating high-quality products, Beyond Meat showcases its commitment to providing delicious, sustainable, and healthier alternatives to traditional meat products.

Target Audience Segmentation

Beyond Meat recognizes the importance of target audience segmentation in reaching a wide range of consumers who are seeking healthier and more sustainable meat alternatives. Rather than solely targeting niche vegan consumers, Beyond Meat aims to capture the attention of mainstream individuals who are looking to make positive changes in their dietary choices.

By strategically avoiding explicit vegan labeling and focusing on the quality protein derived from plants, Beyond Meat challenges traditional notions of the best source of protein and appeals to a diverse range of individuals, including millennials, Gen Z, and older consumers.

One of the key factors that sets Beyond Meat apart is their ability to offer products at various price points, making them accessible and generally comparable in price to traditional meat products. This creates an opportunity for a broader demographic to consider plant-based alternatives without compromising their budgets.

Evidence of target audience appeal:

Furthermore, Beyond Meat’s marketing efforts focus on positioning their products based on quality, taste, health, and environmental concerns. By emphasizing the high protein content, absence of cholesterol, and reduced saturated fat levels in their products, Beyond Meat successfully caters to health-conscious consumers who are conscious of their dietary choices.

In addition to health-conscious consumers, Beyond Meat appeals to eco-conscious individuals by showcasing the lower carbon emissions, water usage, and land requirements associated with its production processes. This resonates with consumers who prioritize sustainability and are eager to support brands that contribute to a more environmentally-friendly future.

Another segment that Beyond Meat successfully targets is consumers concerned about animal welfare. By offering cruelty-free options, Beyond Meat provides an alternative for individuals who want to enjoy meat-like products without supporting the conventional meat industry.

Lastly, Beyond Meat effectively caters to flexitarians, who aim to reduce their meat consumption without eliminating it entirely from their diets. By offering plant-based alternatives that closely mimic the taste and texture of traditional meat, Beyond Meat makes it easier for flexitarians to transition to a more sustainable diet.

By employing a differentiated marketing strategy that appeals to these various target segments, Beyond Meat has positioned itself as a leader in the plant-based meat market. Their benefit segmentation strategy emphasizes the nutritional benefits and environmental advantages of their products, making them a compelling choice for a diverse range of consumers.

Sustainability and Transparency

Beyond Meat’s commitment to sustainability and transparency is at the core of their brand promise. They strive to create plant-based meats that not only deliver the same taste and texture as animal-based meats but also have a significantly lower environmental impact. According to a 2018 report from the University of Michigan’s School for Environment and Sustainability, Beyond Meat’s burger uses 99% less water, 93% less land, generates 90% fewer greenhouse gas emissions, and requires 46% less energy than a typical beef burger. This data underscores the company’s dedication to sustainability throughout their production processes.

Moreover, Beyond Meat places a strong emphasis on using simple, clean ingredients. They believe in being transparent about what goes into their products, ensuring that consumers can make informed choices. By prioritizing clean ingredients, Beyond Meat not only provides healthier alternatives but also encourages sustainable food production practices.

However, it is important to note that experts have struggled to replicate the findings of life-cycle assessments (LCAs) conducted by both Beyond Meat and Impossible Foods. This has led to concerns regarding the accuracy and validity of certain sustainability claims made by these companies. The lack of sourcing traceability within the LCAs also means that potential environmental and social impacts of the products cannot be fully accounted for.

In the pursuit of sustainability, Beyond Meat and Impossible Foods have not publicly released plans to partner with major food companies or sourcing initiatives to expand their tracing efforts for high-risk ingredients in tropical countries. This raises questions about the company’s ability to fully trace their supply chain and validate the sustainability of their ingredients.

Addressing these concerns, Alexi Ernstoff from Quantis emphasizes the importance of building LCA communication and marketing on scientific evidence and interpreting evidence in a credible way. This highlights the need for transparency and rigorous scientific evaluation in order to accurately convey the sustainability of plant-based products.

Consumer demand for sustainability and transparency is high, with growing skepticism towards brand messaging. Beyond Meat recognizes this and is actively working towards further enhancing their transparency efforts to meet consumer expectations and build trust in their products.

Beyond Meat Key Statistics

Statistic Value
Water usage reduction compared to beef 99%
Land usage reduction compared to beef 93%
Greenhouse gas emissions reduction compared to beef 90%
Energy usage reduction compared to beef 46%
Retail and foodservice outlets availability Approximately 122,000
Flexitarian consumers 56%
Consumers looking to reduce meat consumption 80%
Heart-Check Food Certification for Beyond Steak Received
Good Housekeeping’s seal of approval for nutrition for Beyond Steak Received

The statistics above highlight the significant impact Beyond Meat has made in terms of sustainability and environmental conservation. These figures demonstrate their dedication to reducing the ecological footprint of the food industry while providing delicious and nutritious plant-based alternatives. Consumers can trust that when they choose Beyond Meat, they are making a sustainable choice that supports a healthier planet.

Health Benefits and Certifications

Beyond Meat’s commitment to providing nutritious and sustainable plant-based alternatives extends to their heart-healthy steak. This delectable offering has been certified by the American Heart Association, validating its adherence to strict nutrition requirements that promote cardiovascular health.

What sets Beyond Meat’s heart-healthy steak apart is its cholesterol-free composition. By utilizing sustainably grown faba beans and omitting cholesterol, this plant-based option offers a heart-healthy alternative to traditional animal-based steaks.

In addition to being cholesterol-free, Beyond Meat’s plant-based meat products are free from added antibiotics and hormones. They strive to provide wholesome and clean ingredients that align with their goal of improving human health and well-being.

Furthermore, Beyond Meat’s heart-healthy steak boasts less saturated fat than its animal counterparts, making it an excellent choice for individuals focused on maintaining a heart-healthy diet.

These health benefits have been further reinforced by clinical studies conducted at Stanford University, published in The American Journal of Clinical Nutrition. The findings showed that replacing animal-based meat with Beyond Meat’s plant-based alternatives led to significant improvements in key health metrics over an 8-week period.

By prioritizing nutrition and innovation, Beyond Meat has successfully obtained certifications and recognition from reputable institutions like the American Heart Association. This commitment to quality ensures that consumers can make informed choices and enjoy delicious meals without compromising their health.

Heart-Healthy Steak by Beyond Meat Nutritional Benefits
Certifications American Heart Association
Cholesterol Content Cholesterol-free
Fat Content Less saturated fat than animal counterparts
Additional Benefits No added antibiotics and hormones
Protein Content 21g per serving

Valuable Partnerships and Research Collaborations

Beyond Meat’s success in the plant-based meat market is not only attributed to its innovative products but also its valuable partnerships and research collaborations. By leveraging strategic alliances, Beyond Meat has been able to enhance its marketing efforts and strengthen its position in the industry.

One of the key aspects of Beyond Meat’s strategy is forming strategic partnerships with major players in the food industry. These partnerships provide Beyond Meat with credibility and help them reach a wider audience. With approximately 122,000 retail and foodservice outlets across 80 countries, Beyond Meat has established a widespread market presence, making their products easily accessible to consumers worldwide.

In addition to partnerships with industry players, Beyond Meat recognizes the importance of research collaborations to advance their understanding of plant-based meat and its potential benefits. They have collaborated with esteemed institutions such as Stanford University and the American Cancer Society to conduct research on plant-based meat and its impact on human health and disease prevention.

These research collaborations not only contribute to Beyond Meat’s knowledge and innovation but also enhance their brand reputation. By aligning themselves with prestigious institutions and dedicating resources to research, Beyond Meat demonstrates its commitment to scientific excellence and continuous improvement.

Through its strategic partnerships and research collaborations, Beyond Meat is able to stay at the forefront of the plant-based meat industry. By combining market insights, scientific research, and product differentiation, Beyond Meat continues to drive innovation and deliver high-quality plant-based meat alternatives that cater to consumer preferences for meat-like texture and taste.

Statistics Insights
Over the past decade, $16 billion has been invested in the plant-based meat, egg, and dairy industry, with $13 million of that investment occurring in 2017 and 2018. The significant investment in the plant-based industry reflects the growing market potential and financial confidence in its future.
Beyond Meat has experienced a 600% surge in value since its initial public offering, now valued at approximately $9 billion. The rapid increase in Beyond Meat’s value showcases investor confidence and the positive outlook for the plant-based meat market.
Beyond Meat’s focus on accountability and a culture supporting collaborative, creative problem-solving has driven its success in disruptive market segments. A culture of accountability and collaboration fosters innovation and enables Beyond Meat to adapt to changing market dynamics.
Beyond Meat has successfully positioned itself as a sustainable and responsible choice, resonating with consumers who prioritize eco-friendly options. The emphasis on sustainability appeals to eco-conscious consumers and sets Beyond Meat apart from its competitors.

Challenging Stereotypes and Redefining Masculinity

Beyond Meat is not just revolutionizing the plant-based meat market; they are also challenging long-held stereotypes around masculinity and dietary choices. Traditionally, men have gravitated towards gender-normative meals that feature large portions of meat, associating it with strength and vitality. However, Beyond Meat is disrupting this narrative by appealing to a broader audience and redefining masculinity through their innovative plant-based protein offerings.

By creating plant-based burgers that closely resemble meat burgers in appearance and texture, Beyond Meat aims to attract meat-loving consumers, especially men. They understand that the association between meat consumption and masculinity runs deep in our culture and societal norms. As a result, Beyond Meat’s strategic partnerships with athletes and their focus on the performance benefits of plant-based protein help to break down these barriers and capture the attention of men who prioritize strength and power.

Through their marketing efforts, Beyond Meat challenges the notion that consuming meat is a prerequisite for masculinity. They emphasize that masculinity is multifaceted and should not be confined to one’s dietary choices. By showcasing the strength and vitality that can be achieved through plant-based protein, Beyond Meat is empowering men to make informed decisions about their eating preferences, regardless of societal expectations.

It is important to note that the reinforcement of manliness through meat consumption messages can limit consumers’ ability to explore alternative dietary choices. By associating masculinity overwhelmingly with meat consumption, individuals, especially men, are often restricted from making independent and informed decisions about their diet. Beyond Meat’s approach aims to break down these barriers and provide a broader range of options that align with sustainability, health, and ethics.

Despite the influence of the meat industry and associated lobby groups on the hegemonic meat culture in the West, recent studies have shown that women are more open to lighter, vegetarian, and plant-based food options. However, men continue to face more resistance and skepticism when considering dietary shifts away from traditional gender norms. This highlights the importance of companies like Beyond Meat challenging stereotypes and creating inclusive marketing campaigns that resonate with a diverse audience.

To further support their commitment to transparency and scientific backing, Beyond Meat conducts research partnerships with reputable institutions such as Stanford University. These collaborations allow them to gain valuable insights into the health impact of their plant-based products, providing further evidence of the viability and benefits of alternative dietary choices.

Conclusion

Beyond Meat’s marketing strategy has propelled the company to the forefront of the plant-based meat market. With campaigns like “There’s Goodness Here,” they have effectively communicated their commitment to sustainability and transparency. Through product innovation, partnerships, and a focus on reaching a wider audience, Beyond Meat has successfully redefined their target market and captured mainstream consumers.

Their products, including Beyond Breakfast Sausage, Beyond Burger, and Beyond Beef, offer a delicious and nutritious alternative to traditional meat. Not only do these products produce 90% less greenhouse gas emissions, but they also require significantly less land, water, and energy in their production.

While facing competition from companies like Impossible Foods, Purple Carrot, and Sunfed Meats, Beyond Meat’s dedication to providing high-quality plant-based alternatives has set them apart in the market. Their stock had a remarkable increase on the day of its IPO, indicating investor confidence in their growth potential.

As Beyond Meat continues to expand their offerings and partnerships, their comprehensive marketing strategy positions them as a leader in the movement towards a more ethical and sustainable food industry. By providing accessible, delicious, and sustainable plant-based alternatives, Beyond Meat is empowering consumers to make choices that benefit both their health and the planet.

FAQ

What is Beyond Meat’s marketing strategy?

Beyond Meat’s marketing strategy includes expanding their target market, establishing strategic partnerships, launching innovative campaigns like “There’s Goodness Here,” constant product innovation, and expanding distribution channels.

What is the "There’s Goodness Here" campaign?

The “There’s Goodness Here” campaign is a multi-phase campaign that focuses on demystifying the production process of Beyond Meat’s plant-based meat products and highlighting their commitment to sustainability and nutrition. It includes environmental branding, influencer marketing, and impactful social media campaigns.

How does Beyond Meat differentiate their products in the market?

Beyond Meat invests in constant product innovation to create plant-based meat products that closely mimic the taste and texture of animal-based meats. They also prioritize expanding their distribution channels, including partnerships with major food industry players.

What is Beyond Meat’s target audience?

Beyond Meat has redefined its target market to extend beyond niche vegan consumers. They aim to capture mainstream consumers who are seeking healthier and more sustainable meat alternatives.

What is Beyond Meat’s commitment to sustainability and transparency?

Beyond Meat’s brand promise revolves around sustainability and transparency. They prioritize using simple, clean ingredients and being open and honest about their production processes. They also address global issues like climate change, natural resource constraints, and animal welfare.

Are Beyond Meat’s products certified or recognized?

Yes, Beyond Meat’s plant-based meats have received certifications and recognitions, including a heart-healthy certification from the American Heart Association. Their products, like the heart-healthy steak, are made with sustainably grown faba beans, cholesterol-free, and promote better cardiovascular health.

What partnerships and research collaborations has Beyond Meat established?

Beyond Meat has partnered with major food industry players to gain credibility and reach a wider audience. They also collaborate with esteemed institutions like Stanford University and the American Cancer Society to advance the understanding of plant-based meat and its potential benefits in preventing diseases.

How does Beyond Meat challenge stereotypes and redefine masculinity?

Beyond Meat challenges stereotypes around masculinity and dietary choices by creating plant-based burgers that closely resemble meat burgers in appearance and texture. They aim to appeal to meat-loving consumers, particularly men who associate meat with strength and power. They also partner with athletes and emphasize the performance benefits of plant-based protein.
About the author

Nina Sheridan is a seasoned author at Latterly.org, a blog renowned for its insightful exploration of the increasingly interconnected worlds of business, technology, and lifestyle. With a keen eye for the dynamic interplay between these sectors, Nina brings a wealth of knowledge and experience to her writing. Her expertise lies in dissecting complex topics and presenting them in an accessible, engaging manner that resonates with a diverse audience.