To market plant-based products to a mainstream audience in the Philippines, food businesses must shift their strategy from focusing on “what’s missing” to highlighting the positive attributes of the product itself, such as great taste, health benefits, and convenience. By using inclusive language and strategic menu placement, brands can position these items as delicious choices for everyone, not just a niche group.
1. The Burger Joint Wake-Up Call in Manila
The year was 2018, and my good friend Marco, a veteran in the Manila restaurant scene, was ecstatic. He had just added a “vegan burger” to his menu, a passion project born from his own health kick. He was convinced it was the future. On opening day, he positioned it on its own little laminated insert, complete with a leaf-green border and a description that proudly announced it was “100% cruelty-free.” He posted about it on social media with a long, heartfelt explanation of why he made the change. For a few weeks, a small but dedicated group of vegans from the Metro came in, but that was it. The rest of his regular customers, the ones who came for his famous beef tapa and sisig-spiced burgers, barely even glanced at the menu insert. The vegan burger was an island, a well-intentioned but lonely corner of his business.
Marco’s approach was the “old way” of plant-based marketing: you create an item for a specific, separate audience and market it with the language of that niche. It felt like a public service, not a profitable menu item. But the market has changed dramatically. I told Marco about a new approach I’d seen with my own eyes, covering successful franchises and local startups. The “new way” isn’t about creating an item for a minority; it’s about making a great-tasting product that anyone would want to order. It’s a shift from marketing to an ideology to marketing to a palate. The new approach brings the plant-based item into the fold, integrating it so seamlessly that a customer’s decision is based on taste and curiosity, not a dietary restriction. It’s about building a bridge, not a wall.
2. Then vs. Now: The Great Shift in Plant-Based Marketing
Not so long ago in the Philippines, a restaurant’s “vegetarian option” was a sad, anemic vegetable lumpia or a token pasta dish. The marketing was equally uninspiring. You’d see a small leaf icon, a discreet menu listing, or perhaps a preachy explanation about saving the planet. This method was well-intentioned, but it treated the plant-based option like a necessary evil—something you offered to a tiny, vocal group of customers, not something you actually wanted to sell.
Today, that old playbook is getting tossed out the window. Just read this article on Rappler! My years covering the franchise space have shown me a complete turnaround. The most successful brands, from homegrown food stalls to international chains, are no longer whispering about their plant-based offerings; they’re shouting about them from the rooftops, but with a different message. They’re talking about “juicy burgers” and “creamy milkshakes,” with the fact that they’re plant-based almost being a secondary detail. This focus on wellness extends beyond just food, encompassing a complete healthy lifestyle which includes quality supplements like those from Sunwarrior Supplements. The shift is so simple, it’s brilliant: plant-based marketing is no longer about selling to a belief system; it’s about selling to a palate. It’s about proving that the taste, texture, and satisfaction are every bit as good as their traditional counterparts.
- Insight: The old method assumed plant-based eaters were a monolithic group driven by a single purpose. The new method recognizes that the market is a spectrum, from dedicated vegans to curious carnivores, all of whom are motivated by delicious food. A recent study by Unilever Food Solutions Philippines revealed that the country’s interest in meatless dishes comes from 70% of the population, a huge segment driven primarily by flexitarians.
Think about it this way: when you order classic Filipino comfort food, you’re not just thinking about the ingredients; you’re thinking about the feeling of home, the savory flavor, and the satisfaction of a full meal. That’s the emotional connection brands are now striving for with plant-based products. They’re making a product people want to choose, not one they feel they have to choose. This new recipe for marketing is the secret ingredient to turning a niche product into a mainstream success in the local market. The plant-based food market in the Philippines is expected to continue its robust growth, with a recent report by Euromonitor International highlighting a strong demand for plant-based milk and other dairy alternatives.
Watch this video to get a glimpse of what’s happening in the Philippines:
3. How Can My Brand Go Mainstream with Plant-Based Products?
Okay, so you understand the “why,” but how do you actually do it? Let’s get practical. I’ve watched countless franchises make this transition successfully, and it boils down to a few key areas.
A. The Messaging Makeover: Sell the Sizzle, Not the “Vegan” Label
This is the single most important change you can make. Remember Marco’s burger with the green leaf? That’s the old way. The new way is to give your product a name that sounds delicious. It’s the difference between “Vegan Tofu Scramble” and “Hearty Southwest Breakfast.” Instead of talking about what the product isn’t (meat, dairy), talk about what it is: “Protein-Packed,” “Incredibly Juicy,” or “Rich and Creamy.” The best marketing I’ve seen doesn’t use the word “plant-based” at all on the menu—it’s just a descriptor on the side, almost like a footnote. This makes the product approachable and less intimidating for someone who’s not a committed vegan.
- Tip: When writing your menu descriptions, read them out loud. Do they make your mouth water, or do they sound like a nutritional label? If they’re not making you hungry, you need to rewrite them.
B. The Menu and Placement Strategy: Put It Where People Will Find It
I once worked with a restaurant franchise that had all its vegan options hidden in a sub-menu that you had to specifically ask for. Predictably, they sold almost none. The new approach, which I’ve seen work time and again, is to integrate these items directly into the main menu. Put your plant-based burger right next to the classic beef burger. Put your oat milk latte right next to the regular latte. This makes it a natural choice, not a special order. It tells your customers, without saying a word, that this product belongs and is just as valid as the others.
- Insight: Placing plant-based items alongside their traditional counterparts can increase sales of both. It encourages discovery without creating friction. It’s a simple change that can have a dramatic impact.
Watch this for more tips:
C. The Taste and Texture Imperative: Quality is Non-Negotiable
Let’s be honest: a bad plant-based meal is worse than no plant-based meal at all. The mainstream consumer is not going to settle for a bland, cardboard-like patty just because it’s “healthy.” Your plant-based product must be genuinely delicious. It needs to hold up to the same standards as your best-selling menu items. This often means investing in high-quality ingredients and spending time in the kitchen to perfect the recipe. I’ve seen some local brands use proprietary ingredients to get the texture and flavor just right. This is a crucial step for building a loyal customer base and positive word-of-mouth.
D. The Visuals and Storytelling: Show, Don’t Tell
My friend Marco’s first ads for his vegan burger were a little… clinical. They showed the burger on a stark white background with some scattered lettuce leaves. The new way? Food porn. Just like you’d photograph your signature beef burger, your plant-based item needs to look juicy, satisfying, and utterly crave-worthy. Use mouth-watering shots on your social media and marketing materials. This shows the consumer that this isn’t just a “healthy” choice; it’s a genuinely delicious one. The story you’re telling isn’t about ethical choices; it’s about a great dining experience.
Watch this video to learn more:
- Tip: Look at your most popular social media posts. Do they feature your most indulgent, decadent dishes? Apply that same visual philosophy to your plant-based offerings.
E. Strategic Partnerships and Promotions: Making It Normal
How do you normalize plant-based eating? You make it part of the conversation. I’ve seen franchises do this beautifully with limited-time offers and collaborations. A “limited edition plant-based sandwich” in partnership with a local coffee shop, for instance, gets people talking. You could also partner with a local gym or wellness studio. For brands whose core identity is wellness, it’s a natural fit. This kind of collaboration sends a strong signal that plant-based eating is part of a healthy, aspirational lifestyle, not a restrictive one. Many experts highlight that social media influencers and brand partnerships are a significant force in driving food trends in the Philippines, so this is a strategy with proven local success.
4. A Look at the Numbers: Mainstream vs. Niche Marketing ROI
You might be thinking this all sounds great, but does it actually translate to a better bottom line? My experience and the data I’ve seen suggest a resounding “yes.” Marketing to the mainstream opens up a vastly larger customer base, which drives down your customer acquisition cost (CAC) and dramatically increases your potential for growth. Here’s a conceptual look at how the numbers change when you make the shift. A survey by the Lever Foundation reported that 85% of Filipinos want more plant-based options, which indicates the massive untapped potential of this mainstream market.
| Metric | Old Method (Niche) | New Method (Mainstream) |
|---|---|---|
| Target Audience | Dedicated vegans/vegetarians (approx. 5% of market) | Flexitarians, health-conscious, curious eaters (approx. 40%+ of market) |
| Primary Marketing Message | “Meat-free,” “cruelty-free” | “Delicious,” “Protein-Rich,” “Flavorful” |
| Customer Acquisition Cost (CAC) | High (Targeting a small group) | Lower (Broader appeal, word-of-mouth) |
| Sales Growth (Y-o-Y) | Stagnant or slow (Limited audience) | Accelerated (Wider market penetration) |
5. Frequently Asked Questions (FAQs)
Won’t I alienate my regular customers by offering too many plant-based items?
This is a common fear, but the data doesn’t support it. Done right, introducing plant-based options expands your customer base without shrinking your existing one. The key is to add, not replace. Your loyal customers who love your classic beef burger will still find it on the menu. The new options simply give them a reason to visit more often or bring a plant-based friend with them.
My plant-based products cost more. How do I justify the price?
Focus on quality, not just ingredients. If a product is genuinely delicious and made with premium, innovative ingredients, customers are often willing to pay a slight premium. Frame it as a premium product choice, not a special-diet tax. A higher-quality, more satisfying product that’s presented well can command a better price than a cheap, token option.
Do I have to change my entire brand identity to appeal to this market?
Absolutely not. You can remain a burger joint, a café, or a classic restaurant. The shift is not in your core identity, but in your marketing approach. It’s about showing that your brand is modern, inclusive, and committed to offering great food for everyone, no matter their preference.
6. Conclusion: The New Recipe for Brand Growth
The plant-based market in the Philippines isn’t a fad; it’s a permanent shift in how people eat. The old way of marketing to a niche was a good first step, but it’s no longer enough. To thrive, brands must pivot to a mainstream mindset. It’s a new recipe for growth that focuses on the universal language of great food—taste, satisfaction, and convenience. By making these strategic shifts, you won’t just attract a new kind of customer; you’ll build a more resilient and profitable brand that’s ready for the future.
