In a recent State of the Consumer webinar, Suzy did a deep dive on the rapidly evolving plant-based food industry, which has seen an immense surge in recent years due to changing consumer behavior and awareness about health and environmental concerns. Watch it today for insights from Katie Gross, Chief Customer Officer at Suzy, Caitlin Stratton at Upfield, Phoebe Novak at Impossible Foods, and Eric Pierce at New Hope Network.
"The huge benefit of plant-based eating and plant-based products is the impact they have on the environment compared to their animal-based equivalents." - Caitlin Stratton
Check out 5 key takeaways from our Plant-Based SOC:
- Understanding the Plant-Based Consumer: Our research found that 75% majority of plant-based consumers are not vegans but are actually omnivores. They consume plant-based products for various reasons, but primarily for health benefits.
- Misconceptions and Marketing Strategies in Plant-Based Market: There are common misconceptions about plant-based products, so clear labeling is a must. Brands need to focus on quality, performance, and creating a strong brand identity while making their products appealing to varied taste preferences.
- The Role of Sustainability in Plant-Based Eating: To effectively convey the sustainability message of plant-based products to consumers, brands should tailor their products and messaging to different markets and taste preferences.
- Future of Plant-Based Food Industry: Brands need to integrate into traditional meat-centric spaces and convey the message of sustainability effectively. Additionally, brands will need to balance claims on packaging with clear labeling and other plant-based product benefits.
- Innovations and Future Developments in Plant-Based Products: Interesting things are beginning to happen when AI is partnered with food formulators. In a few years, we may even see AI suggesting formulations with food tasters. As inflation continues to impact consumers, the experts hope to see price parity with animal products to reduce barriers to plant-based consumption.
And if they choose to use Suzy’s AI, our clients can turn off their data on the entire contract level, preventing their data from being used at all. You can stop your data from being used in qualitative research or even for one particular project for a particular brand.
For even more takeaways and industry insights, be sure to watch the full webinar today!
