How do you reach the flexitarian with plant-based innovations?

How do you successfully expand plant-based market share to the flexitarian? Project PLENTY is sharing its initial findings on the buying behavior of this target group. With these results, HAS green academy and Hogeschool Utrecht offer practical tools for product positioning. This helps protein-rich innovations better align with the market to meet the national 50% protein target.

Four consumer types

The two-year project maps out the buying behavior of the potential flexitarian. Researchers conducted 42 in-depth interviews to identify personal drivers and barriers. Based on this research, four distinct consumer types were identified for the sector. Some groups are driven by health and sustainability. Other consumers buy products purely out of curiosity about new flavors.

Power of the story

Students researched six plant-based or hybrid products from practical partners. Taste and price prove to be the baseline prerequisites for market success. Yet, new products often fail to stand out on the shelf. According to the study, naming and packaging design could be improved. However, good storytelling really makes the difference for the consumer. Once the product story was explained, willingness to buy increased immediately.

Practical toolbox on the way

In its second year, the project investigates the gap between intention and actual behavior. The consortium members are bundling this knowledge into a practical toolbox for SMEs. Companies will receive instructions for straightforward and effective research methods into consumer behavior. The practical partners look back positively on the first year: “The quality of the student research was high. We received clear, valuable insights.”

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