Not only are plant-based meats perceived to be physically healthier by consumers with their low saturated fats and high vegetable content—these alternatives also take into account ethical considerations like animal welfare—and are simply better for the planet from a sustainability standpoint than regular meats.
While many motivations exist behind people’s purchase decisions, health, wellness and sustainability aspirations play a growing role. These rising purchasing reasons are something we are calling an “aspirational” compass for shoppers.
The application of insights should be broad, using uncovered consumer truths to power all stakeholders. That means working with product development and research teams, as well as marketing, creative, strategy, and innovation teams.
Earlier this year, InsightsNow got together with Mars Wrigley to look at deprivation challenges, and dug into the behavior behind what makes them work and not work.
Concept scoring allows you to easily decide between product concepts in order to choose what direction to invest in or what aspects to develop for greatest market success.