Ingredient statements, brand trust and past trial impact product choice for Clean Label Enthusiasts

Clean Label Report from InsightsNow explores impact of ingredient statements, brand trust and past trial on product choice 

Using plant-based burger category for context, this study delves into Behavioral Key Performance Indicators (KPIs) to determine factors influencing consumer decision making. 

6 November 2019 – Chicago, IL – InsightsNow, a behavioral research firm, has released their October Clean Label behavioral Report that further reviews the plant-based burger category. This study looked into the choices among Clean Label Enthusiasts™ (CLE), a primary shopping group identified to be driving the clean label movement and growth in plant-based food choices.  

 The research examined CLE shopper consideration of the front label (with product brand and claims) and back label (with product ingredient statements) among 14 plant-based burgers, and the impact of these aspects on choice. These SKUs included recent additions to the category, such as The Beyond Burger® and Impossible™ Burger. 

 Nine different Behavioral Key Performance Indicators (KPIs) that marketers and/or product developers can utilize to help improve share of this expanding category were researched. Consumer choices, along with these Behavioral KPIs, were built into a predictive model that was used to generate a Behavioral Scorecarding tool for strategic decision making. 

 “Behavioral Scorecards based on Behavioral KPIs are changing the way companies make decisions about product development and innovation.” said Dave Lundahl, Founder and CEO of InsightsNow. “This methodology allows product developers and marketers to quickly make strategic product decisions, in areas such as chosen ingredient statements, ingredient inclusion or exclusion, and brand awareness and trust. And these decisions directly impact purchasing behavior in their target markets.” 

Results show a category undergoing great change in response to the introductions of new plant-based burger choices.    

• Amy’s All American Veggie Burger ranked highest in choice—chosen 36% more frequently over either The Beyond Burger® or Impossible™ Burger.   
• Brand awareness—and an implicit measure of brand trust—were found to be important Behavioral KPIs driving choice decisions.  

• For example, only 41% of CLE shoppers polled were aware of either The Beyond Burger® or the Impossible™ Burger—suggesting their choice positions can be increased through promotions.  

• Also, those aware of the brand scored the Impossible™ Burger low in implicit trust, possibly in response to recent media coverage that its colorant is not GMO-Free. 

• The category overall was found to be fairly fragmented with past trial, giving most SKUs a significant lift in ranked choice. 

Clean Label Subscription Research Reports

This subscription-based monthly report from InsightsNow provides insights on consumer-driven demand for natural and plant-based foods, as well as for the incorporation of ingredients that consumers perceive to contribute to a clean label. It compiles behavioral data collected from the company’s proprietary research community of Clean Label Enthusiasts™—primary shoppers with a specific set of behaviors around the clean living movement that influence their buying decisions.  

 To learn more about the report and enquire about upcoming research topics, reach out to InsightsNow at michelle.andre@insightsnow.com  

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Media contact: Michelle Andre, 415-577-8634, michelle.andre@insightsnow.com