Linger no longer 

Understanding the plant-based consumer could end up being a life’s work. While the plant-based industry is growing, there are still gaps in consumer acceptance. Research reveals that the biggest opportunity to gain wider acceptance is in improving taste and the sensory experience. Yet before getting more consumers to adopt tastier plant-based foods, we have to entice them with the packaging and, most certainly, with the labelling.

Beyond tastier products, the key is understanding who the plant-based consumer is – and what they want.

Consumers increasingly make shopping decisions that depend on certifications and labels.

ProVeg International has provided insights into the most effective ways to label plant-based products via two reports.

Based on consumer surveys, the reports indicate how the food industry can label their products to ensure clarity about ingredients, draw in target consumers and present their products in the most appealing way.

Given the confusion among consumers, the majority of purchasers would probably prefer products provided with an independent stamp guaranteeing the product is really what it says it is without having to read all of the ingredients list or spending time comparing and looking for alternatives.

At their core, the two reports sum up how we shop. With way too many options, we’ll tend to the simple.

The plant-based market is held up as one for considerable sales growth. One way that can happen is if consumers can identify healthy, plant-based foods at a glance, without second-guessing their quality or taking time to consider what’s in a packet.

We don’t want to linger unnecessarily. The research should help brands target consumers better and understand the best terminology to use; after all, labels should be doing part of the shopping work, saving us both time and energy.


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