Clean Label Report fromĀ InsightsNowĀ explores impact of ingredient statements, brand trust and past trial on product choiceĀ 

Using plant-based burger category for context,Ā thisĀ study delves intoĀ Behavioral Key Performance IndicatorsĀ (KPIs)Ā to determine factors influencingĀ consumer decision making.Ā 

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 studyĀ looked intoĀ the choices among Clean Label Enthusiastsā„¢ (CLE), aĀ primary shopping groupĀ identified to be driving the clean label movement and growth in plant-based food choices.Ā Ā 

Ā The research examined CLE shopperĀ consideration ofĀ the front label (with productĀ brandĀ andĀ claims) and back label (with productĀ ingredient statements) amongĀ 14Ā plant-based burgers, and the impact of these aspects on choice. These SKUs included recent additions to the category, such asĀ The BeyondĀ Burger® and Impossible™ Burger.Ā 

Ā 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,Ā along with these Behavioral KPIs,Ā were built into a predictive model that was used to generate a BehavioralĀ ScorecardingĀ tool for strategic decision making.Ā 

Ā ā€œBehavioral Scorecards based onĀ Behavioral KPIs are changing the way companies make decisionsĀ about product development and innovation.ā€ said Dave Lundahl, Founder and CEO ofĀ InsightsNow. ā€œThis methodology allowsĀ product developers and marketers toĀ quickly make strategicĀ productĀ decisions, in areas such asĀ chosenĀ ingredient statements, ingredient inclusion or exclusion, and brand awareness and trust.Ā And these decisions directly impact purchasing behavior in their target markets.ā€Ā 

Results show a category undergoing great change in response to the introductions ofĀ new plant-based burger choices.Ā Ā Ā Ā 
  • Amy’s All American Veggie Burger ranked highest in choice—chosen 36% more frequently over either The Beyond Burger® orĀ Impossibleā„¢ Burger.Ā Ā Ā 
  • BrandĀ awareness—andĀ an implicit measure of brandĀ trust—were found to beĀ importantĀ Behavioral KPIs driving choice decisions.Ā Ā 
  • For example, only 41% of CLE shoppersĀ polledĀ were aware of eitherĀ The Beyond Burger® or theĀ Impossibleā„¢ Burger—suggesting their choice positionsĀ canĀ be increasedĀ through promotions.Ā Ā 
  • Also, those aware of the brand scored the Impossibleā„¢ Burger low in implicit trust, possibly in response to recent media coverage thatĀ its colorant is not GMO-Free.Ā 
  • The category overall was found to beĀ fairly fragmentedĀ with past trial,Ā giving most SKUs a significant lift in ranked choice.Ā 
Burger KPI profile Ingredient Scores plant based burger

Clean Label Subscription Research Reports

This subscription-based monthly report fromĀ InsightsNowĀ 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 theĀ clean livingĀ movement that influence their buying decisions.Ā Ā 

Ā To learn more about the reportĀ and enquire about upcoming research topics, reach out toĀ InsightsNowĀ at michelle.andre@insightsnow.comĀ Ā 

About InsightsNowĀ 
InsightsNow, an agile behavioral research firm, partners with clients across a wide array of industry verticals to grow marketing, branding and product development through custom, cutting-edge research technologies and innovative techniques. The company specializes in finding answers faster, improving speed-to and success-in market, and changing the way we all look at humans and human behavior. InsightsNow was named one of the most innovative market research firms in the world by Greenbook’s 2018 Grit Report.Ā www.insightsnow.comĀ 

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