Supermarket Perimeter - August 2021 - 11

T
he target consumer for plant-based
products has evolved over the last few
years, leading to an explosion of plantGreat
taste in packaging
based and blended products in all corners of the
supermarket perimeter.
" One of the key distinctions of today's alternative
protein market is the target consumer has
changed, " said Emma Ignaszewski, corporate
engagement project manager for Washington DCbased
The Good Food Institute (GFI). " Vegans and
vegetarians make up a very small percentage of the
population here in the US - about 5% - and instead
of targeting only those consumers companies are
targeting a larger group of omnivore consumers. "
GFI's 2021 State of the Industry Report | PlantBased
Meat, Eggs and Dairy, shows that plantbased
foods are going mainstream as they appeal
to a broader swath of consumers. According to
a 2020 Gallup poll, there has been a significant
increase in the number of consumers who have
eaten or are aware of plant-based products:
* Half of US consumers are familiar with plantbased
meat products.
* Forty-one percent of US consumers have tried
plant-based meat.
* Of Americans who have tried plant-based
meats, 60% are very or somewhat likely to
continue eating them. Additionally, a 2020
Mintel study found that of US consumers who
eat plant-based meat, almost 50% eat more
plant-based meat than they did in 2019.
According to a Matson survey conducted in
June 2020:
* While only 5% of consumers are vegan or
vegetarian, 32% identified as " mostly vegetarian "
or stated they were trying to reduce their intake
of animal products.
* Nearly 60% of consumers believe plant-based
diets are a fundamental change in how people
eat and will continue for a long time.
* Another 25% of consumers feel that plantbased
diets are a fundamental shift that will
continue forever.
Shifting consumer behaviors
lead to plant-based
The shifting key motivators driving shoppers to
plant-based products is a significant contributing
factor to the growth of the category.
" The overall message is that there is shifting
consumer behavior in an accelerated way that
that will drive future growth, " said Julie Emmett,
the senior director of retail partnerships of the San
Francisco-based Plant Based Foods Association.
supermarketperimeter.com
Packaging can also make a huge difference and
is often the most effective way to generate
positive taste perceptions. GFI's 2019 Mindlab
study examined what aspects of plant-based
product packaging appealed most to consumers
and found:
Who is the
plant-based
consumer?
Data reveals that
purchasers of these
products over-index on
several demographics:
18-54 age bracket
Income > $50,000
College or graduate
degrees
People of color
(notably high
engagement
among Asians)
Households
with children
Good Food Institute 2021
Plant-Based Meat, Eggs, and Dairy
VIVID IMAGERY: using a professionally shot
image with vivid colors that look tempting to
the customer dramatically increased positive
taste associations for both plant-based meat
and plant-based dairy products. It also increased
general product appeal.
FAMILIARITY IS KEY: Imagery will only be
effective if it is familiar to omnivore consumers
in some way. Vivid imagery of food that looks
unusual in some way, such as a green burger
or shredded veggie pork, drove negative taste
connotations.
CONTRASTING COLORS: To increase both
appeal and positive taste associations, images
should stand out on a light or dark background,
and colors should be bright and saturated.
BOXES AND POUCHES: Generate the most
positive associations, and cause products to
be seen as more appealing than any other
packaging type.
SHOWING THE PRODUCT: Products in shrink
wrap were seen as comfort food and as artisan
and fresh, but only if the product visible through
the packaging looked like its conventional
counterpart.
DARK COLORS POSITIVE: Dark or brown
packages were the most effective. They ranked
highest of all for the attributes delicious and
tasty-two of the most desirable. They also
ranked as the most healthy and nutritious.
GREEN COLORING NEUTRAL: Green packaging
is effective at increasing appeal and makes a
product appear more indulgent and exciting.
However, it was also seen as more disgusting,
strange, and bland than other packaging colors.
AVOID RED: Red packaging was not well liked
and was less often seen as comfort food or as
appealing.
AUGUST 2021 - 11

Supermarket Perimeter - August 2021

Table of Contents for the Digital Edition of Supermarket Perimeter - August 2021

Supermarket Perimeter - August 2021 - Intro
Supermarket Perimeter - August 2021 - 1
Supermarket Perimeter - August 2021 - 2
Supermarket Perimeter - August 2021 - 3
Supermarket Perimeter - August 2021 - 4
Supermarket Perimeter - August 2021 - 5
Supermarket Perimeter - August 2021 - 6
Supermarket Perimeter - August 2021 - 7
Supermarket Perimeter - August 2021 - 8
Supermarket Perimeter - August 2021 - 9
Supermarket Perimeter - August 2021 - 10
Supermarket Perimeter - August 2021 - 11
Supermarket Perimeter - August 2021 - 12
Supermarket Perimeter - August 2021 - 13
Supermarket Perimeter - August 2021 - 14
Supermarket Perimeter - August 2021 - 15
Supermarket Perimeter - August 2021 - 16
Supermarket Perimeter - August 2021 - 17
Supermarket Perimeter - August 2021 - 18
Supermarket Perimeter - August 2021 - 19
Supermarket Perimeter - August 2021 - 20
Supermarket Perimeter - August 2021 - 21
Supermarket Perimeter - August 2021 - 22
Supermarket Perimeter - August 2021 - 23
Supermarket Perimeter - August 2021 - 24
Supermarket Perimeter - August 2021 - 25
Supermarket Perimeter - August 2021 - 26
Supermarket Perimeter - August 2021 - 27
Supermarket Perimeter - August 2021 - 28
Supermarket Perimeter - August 2021 - 29
Supermarket Perimeter - August 2021 - 30
Supermarket Perimeter - August 2021 - 31
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Supermarket Perimeter - August 2021 - 34
Supermarket Perimeter - August 2021 - 35
Supermarket Perimeter - August 2021 - 36
Supermarket Perimeter - August 2021 - 37
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