Consumer Drivers in the Plant Based Foods Market

1. Consumer drivers in the
plant-based food market
Pieter Paul Verheggen
p.verheggen@motivaction.nl

2. 2
Shoppers differ in attitudes towards food

3. 3
16% considers protein as an important ingredient
70%
68%
28%
25%
24%
Vitamins/minerals
Fibers
Carbohydrates
Calcium
Omega 3
21%
21%
16%
16%
6%
Cholesterol reducers
Organic ingredients
Antioxidants
protein
Muscle strenghteners
Q. Welke drie van de onderstaande ingrediënten in voedsel zijn voor jou het belangrijkste om gezond te leven? (top 3) (n=516)

4. 4
Targetgroup 1: impulsive comfort shoppers

5. Impulsive comfort shoppers (15%)

6. 6
Target group 2: value conscious shoppers

7. 7
Value conscious shoppers (31%)

8. 8
Targetgroup 1: impulsive comfort shoppers

9. 9
Impulsive comfort shoppers healthy lifestyle
14%
Working out > 3 times a week
12%
Lifestyle change for healthier life
26% 29%
Q. Kun je bij alle onderstaande uitspraken aangeven in hoeverre ze van toepassing zijn op jouw situatie? Ik voel mij alleen goed als ik minstens 3 keer in de week heb gesport (getraind)
(% van toepassing + helemaal van toepassing) (n=516)
Q. Heb je de afgelopen 12 maanden iets aan jouw dagelijkse levensstijl veranderd om gezonder te gaan leven? (% ja heel veel veranderd) (n=516)

10. 10
Impulsive comfort shoppers are interested in snacks with
protein
9%
4%
Healthy snacks
(protein enriched)
Food enriched with protein, carbohydrates,
etc.
18%
9%

11. 11
Targetgroup 2: value conscious shoppers

12. 12
35%
38% - did already
27% - not my cup of tea
Eating less meat and more plant-based
Advice:
Eet less meat and more plant-based. Eat more fish, nuts,
eggs and vegetarian.
48%
Q. Hoe waarschijnlijk is het dat je dit advies gaat toepassen? (n=1.191)
36%

13. 13
Value conscious shoppers do choose plant-based protein
instead of meat
Q. Stel je wilt minder rood vlees en met name bewerkt vlees gaan eten, wat zijn voor jou dan geschikte vervangers? (n=1.191)
Replacement:
Mushrooms 36%
Leguminous vegetables 28%
Nuts 28%
Tahoe, tempé or sojaproduct 14%
Ready made meat substitues 12%
42%
38%
38%
24%
18%Ready
made

14. 14
Value conscious shoppers favor plant-based products over
meat products
39%
favors plantbased products
over meat products
52%
Q. In hoeverre ben je het eens met de volgende stellingen? (n=1.142)
31%

15. 15
51%
Value conscious shoppers expect to consume more plant-based
products
Q. In hoeverre ben je het eens met de volgende stellingen? (n=1.142)
37%
expects to consume
more plant based products
26%

16. 16
Value conscious shoppers (31%)

17. 17
Living in big cities
Value conscious shoppers:
Higher educated
Higher income
Tolerance
Accepting different life styles.
Environment conscious
Authenticity
Favor ‘honest’ products and want to know
story behind the product

18. 18
Communication tools:
• informative
• non commercial: intrinsic motivated (discounts less positive perceived)
• the story behind the product (where does it come from)
• what is the contribution to the earth
How to get their attention:
• deliver content
• be critical: give pro’s and con’s
• involve them, trigger what they can do as an individual
• be rationalistic, inspire them with facts
• no humor (food is serious business)
Value conscious shoppers:

19. Impulsive comfort shoppers (15%)

20. 20
Impulsive comfort shoppers:
Young
Career minded
Single
Achievements
Goal oriented
Raw hedonism
Tension , sensation
and kicks, living life to the max!

21. 21
Communication tools:
• Living to the max, luxury and status important
• External oriented (less intrinsic), looks/design is important
• Social pressure and peer pressure
• Personal communication style (social media).
• What’s in it for me?
How to get their attention:
• Communicate what’s in it for them
• Make them feel important: status
• Special and personal offer: VIP treatments
• Luxury and designer presentation
• Enthusiastic and positive approach
• Teasing and provocative
Impulsive comfort shoppers:

22. 3RD
THE GLOCALITIES RESEARCH PROGRAMME
IS DRIVEN BY ONE OF THE LARGEST VALUES
BASED CONSUMER SURVEYS IN THE
WORLD:
104,000
80%
62%
CONSUMERS
SURVEYED ACROSS
THE WORLD
COUNTRIES
INCLUDED IN THE STUDY
OF THE WORLD
ECONOMY
REPRESENTED
OF THE WORLD
POPULATION
REPRESENTED
WAVE LAUNCHING
SOON IN Q4 2017
COUNTRIES INCLUDED: AUSTRALIA, AUSTRIA, BELGIUM,
BRAZIL, CANADA, CHINA, FRANCE, GERMANY, INDIA,
INDONESIA, ITALY, JAPAN, MEXICO, NETHERLANDS,
POLAND, ROMANIA, RUSSIA, SPAIN, SOUTH AFRICA, SOUTH
KOREA, SWEDEN, TURKEY, UNITED KINGDOM, UNITED STATES
24
www.glocalities.com

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