“The purpose of a business is to create a customer who creates customers.” – Shiv Singh ARTICLE SUMMARY The world’s best companies don’t just have loyal customers; they have addicts, who consume their products at high velocity. In the alternative protein sector, the quintessential example is the consumption of plant-based milk by younger consumers. Millennials and Gen Z are early adopters who consume the product regularly due to their shared values and fresh perspective on what should constitute their diet. There are numerous benefits to targeting them over other consumers or ‘flexitarians’ as they have rising purchasing power and a long consumption runway. As the industry looks to mainstream adoption, the best strategy would be to target younger consumers by creating products, developing messaging, and utilizing sales channels specifically geared to win them. When it comes to gaining a 30%+ share in the animal products market, it’s not just about winning 3 out of 10 consumers; it’s about which 3.