At the Protein Forward Summit hosted by Planteneers and Food Harbour on April 3, 2025 in Hamburg, communication around alternative proteins was one of the topics discussed on stage and in individual discussions. The consensus was unanimous: The industry needs to communicate much more than it does now and focus on the benefits of alternative proteins, such as health and environmental benefits and of course: animal welfare aspects. The efforts and investments made so far would not be enough to trigger a change in diet towards more plant-based proteins on a broad front in the foreseeable future.
On the one hand, industry communication with politicians and other stakeholders must be intensified. The aim should be to anchor the need for social change towards the use of alternative proteins in Germany and Europe – in all areas of politics: health, environment, economy, work, social affairs, nutrition, agriculture and families.
On the other hand, communication with consumers must be strengthened. Companies and organizations should devote significantly more resources to this at all levels.
Leading traditional FMCG manufacturers invest tens or even hundreds of millions every year to launch or continuously advertise products. Apart from a few exceptions, such as Rügenwalder Mühle, communication budgets in the millions or even six figures are practically non-existent among manufacturers of alt-protein consumer products. But what use is the best and tastiest product with the most sustainable properties if it cannot actually reach the target group due to a lack of budget?
More creativity required!
The industry needs to become more creative, according to another appeal in Hamburg. Creative products, packaging and campaigns are an efficient way of compensating for the lack of large budgets.
However, caution is required here, as industry pioneer Godo Röben recently warned in an interview with vegconomist: “The brand should be independent and recognizable, but not pander too much to Berlin-Mitte shoppers, because the aim is to reach the masses. We won’t advance the market or the brand if we only target the young, urban, well-educated target groups.”
One thing is clear: effective communication for alternative proteins is a Herculean task and, in addition to effective creativity, also requires significantly more investment.
