Clean Label Research shows plant-based burgers bringing new users to the category

Plant burger anticipation

Products such as Impossible Burger and Beyond Beef are gaining in awareness, but still reaching to compete in delivering a clean label addressing consumer health concerns. 

9 October 2019 – Chicago, IL  –  InsightsNow, a behavioral research firm, has released their September report on the Clean Label movement exploring perceptions of ingredients, claims, and brands in the plant-based meat patty category. This release of the “Clean Label Research Community Behavior Report​” specifically uncovered key ingredients to include and avoid in formulations for plant-based burgers.

“Interest in plant-based foods is creating a tectonic shift in clean eating among many shopper audiences.” said Dave Lundahl, Founder and CEO of InsightsNow. “We are closely watching this category in anticipation of how plant-based foods will impact other categories.”

This subscription-based monthly report from InsightsNow provides insights on consumer-driven demand for elimination of allergens and other ingredients from food and non-food products. It compiles behavioral data collected from the company’s proprietary research community of Clean Label Enthusiasts™ (CLE)—primary shoppers with a specific set of behaviors around the clean living movement that influence their buying decisions. The research uses a Clean Label Scoring system based on implicit behavioral science techniques to gauge avoidance or acceptance reactions to ingredients.

The report uncovers that: 

  • In head-to-head competition among the key brands within the plant-based burgers category, Amy’s All American Veggie Burger and Dr. Praeger’s® All American Veggie Burger ranked the highest in choice and scored the most clean.
  • Only 42% of CLE shoppers are aware of relative newcomers Beyond Beef® and Impossible Burger. Both products show high lift in choice from awareness among CLE consumers, suggesting these brands have the greatest capacity to grow through marketing to boost awareness.
  • Products were ranked higher in choice when the average ingredient Clean Label Score™ was high (positive), the ingredient statement was simple, and the low scoring ingredients appeared near the bottom of the list.
  • Beyond Beef and Impossible Burger were also found to be delivering on taste needs of the audience.

These aspects of awareness and taste are helping to bring new users into the plant-based burger category. However, the research shows brands still must work to deliver a clean label product that addresses the health concerns of Clean Label Enthusiasts™.

To learn more about the report and enquire about upcoming research topics, reach out to InsightsNow at michelle.andre@insightsnow.com. For more on the research surrounding plant-based burgers, join InsightsNow for a short 30-minute webinar on this topic Thursday, October 10: https://www.insightsnow.com/wbnr-plant-burger-behav-kpis/.    

About InsightsNow 
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. www.insightsnow.com 

### 

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

Please follow and like us:
error

Beyond Impossible – Behavioral KPIs to Win the Plant-based Burger Wars

Plant burger anticipation

Original Presentation Date:   Thursday, October 10

Presenters
:  
Dave Lundahl, CEO InsightsNow Inc

How do you pivot as a consumer product company in rapidly changing categories? 

 For example, the Plant-Based revolution is dramatically shaking up the burger category – creating new winners and losers.  The Impossible Burger and Beyond Beef Burger introductions are aligning with new consumer desires for plant-based healthy and environmentally conscious alternatives that taste authentic.

This webinar will focus on using behavioral KPIs to effectively pivot to win in rapidly changing categories. 

Using the plant-based burger category as a case to study, InsightsNow will introduce a new innovation strategy based on behavioral KPIs to model changes in consumer choice.

Please follow and like us:
error

Webinar- Plant-Based Burgers – Making Your Product Competitive through Clean Label Design

Date:   Thursday, September 12     2 pm ET (11am PT)

Presenters
:  
Dave Lundahl, CEO InsightsNow Inc. and Webb GirardDirector of Technology, CuliNex, LLC.

Are you challenged to keep up with the synergy of today's key product trends - supplying consumers with products that are both plant-based and Clean Label?  Designing these plant-based products for a Clean Label is like fitting a new set of puzzle pieces so they cover the same expected shape.  

Consumers want many of these products to be analogs of existing favorites but without offending animal-based or  non-Clean Label ingredients. Innovation teams can achieve market success here with a combination of technical expertise in all the properties of possible ingredients with insights of consumer expectations of their product and product category.  

This webinar looks at the complexity of redesigning clean label products and introduces the consumer voice through a category appraisal technique using product scorecards.

We hope you can join us for the discussion first hand on Thursday. However, if you register and can’t attend, you will receive access to the video afterwards.

Please follow and like us:
error

InsightsNow’s New Wave of Clean Label Research Uncovers Consumer Misperceptions about Functional Ingredients

Consumers reading ingredient labels

Latest release of syndicated report focuses on ingredients that claim health-promoting benefits 

 

29 August 2019 – Chicago, IL –InsightsNow, a behavioral research firm, has released their latest report on the Clean Label movement (consumer-driven demand for elimination of allergens and other ingredients from food and non-food products). The August issue of their “Clean Label Research ​Community Behavior Report​” has identified consumer misperceptions around food, beverage and supplement ingredient claims regarding health-promoting benefits.  

 “This long-term research initiative at InsightsNow applies behavioral science to generate insights for more informed Clean Label product decisions for our clients,” said Dave Lundahl, Founder and CEO of InsightsNow, and recent recipient of the NGMR award for “Industry Change Agent of the Year” based on the company’s work with Clean Label research. “One identified trend is concern around and attention to functional ingredients in products, so this past wave of the study looked at attitudes and lifestyle behaviors driving consumer choice in this area.”  

 The report compiles data collected from the InsightsNow proprietary research community of Clean Label Enthusiasts (CLE), and this issue looks at attitudes surrounding functional ingredients. CLE are primary shoppers with a specific set of behaviors around clean living movement that influence their buying decisions. In this latest report, InsightsNow used an Implicit/Explicit association testing technique to collect data on consumer associations regarding functional ingredients claiming benefits such as: heart health, bone and joint health, digestive health, anti-inflammatory ingredients, immune support and other health topics.  

 This research showed consumers may be well-informed around the functional benefits of ingredients, but hold misperceptions and misunderstandings regarding some ingredients. For example: 

  • Respondents held misperceptions about olive oil and coconut oil, indicating belief that both ingredients promote heart health—although scientifically neither of those ingredients can be linked that benefit. 
  • The study found the respondents believed that Omega 6 increases energy, even though it actually does not have that effect in proven scientific studies. 

 This subscription-based report is released monthly on a variety of consumer-driven clean label topics and trends. To learn more about the report and enquire about upcoming research topics, reach out to InsightsNow at michelle.andre@insightsnow.com  

 

About InsightsNow
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. www.insightsnow.com 

### 

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

Please follow and like us:
error

Webinar- Consumer Perceptions of Functional Ingredients in Food & Beverages

Consumers, Functional Foods, and Health Claims

Date:   Thursday, August 8     2 pm ET

Presenter
:  
Dave Lundahl, CEO

Health claims have exploded recently for wide categories of foods & beverages.  These claims are often tied to specific food ingredients and address specific health benefits, such as for digestive, heart, bone, joint, or immune function.   With such a range, companies want to know where to focus for product innovation and labeling amid the maze of consumer demands.  Which health areas and claims are most important to consumers and affect their purchase decisions?

In this webinar we’ll explore how Clean Label Enthusiasts and general consumers view various health claims and differences between the groups.

You’ll find:

    • Which health claims are important for both Clean Label Enthusiasts and general consumers? We'll look at these claims:
      1. Promotes digestive health​
      2. Promotes heart health​
      3. Promotes bone/joint health​
      4. Increases energy​
      5. Has anti-inflammatory properties​
      6. Provides Immune Support​
    • How do these claims influence purchase decisions?
    • Which kitchen food ingredients do consumers “know” or believe provide those benefits?

We hope you can join us for the discussion first hand on Thursday. However, if you register and can’t attend, you’ll still receive access to the video afterwards.

Please register using the button above.

Join us to learn !                                 

Please follow and like us:
error

Webinar- The Future of Packaging in the New Trust Economy

Date:   Thursday, July 11     2 pm ET

Presenter
:  
Dave Lundahl, CEO

What do consumers want and expect in product packaging now?  Besides protecting the integrity, safety, and sensory qualities of a product from production to use, what more is important to a consumer's purchase decision?

To help guide companies toward success, we recently surveyed consumers to learn their current perceptions, priorities, and desires for food packaging.

Some of these questions are:

    • What functions of food packaging are most important to you before product use?  prevent breakage or contamination, protect sensory properties (flavor, color, aroma, texture), weight, ease of opening & handling, provide long shelf-life, attractive shape, ease of storage.
    • What functions of food packaging are most important to you after product use? reducing waste for disposal, bio-degradation.
    • What types of packaging materials are most accepted, least accepted,
    • Which sources of information do these consumers trust?

This webinar shares behavioral insights uncovered from answers to these questions recently posed to consumers of their Clean Label Enthusiasts community and of the general population.

Join us to learn !                                 

Please follow and like us:
error

IFT19 Feed The Future!

IFT19 Feed the Future

IFT19 Annual Meeting & Food Expo

June 1 - 5, 2019

Join us in New Orleans to feed your curiosity, your business and your creativity!

Every year, we look forward to digging deeper into the science of food and consumer behavior surrounding food. We hope you can make it to IFT19 with us to collaborate, share, learn, and network—especially at our presentations listed below:

Overcoming Clean Label Challenges in the New Trust Economy


Monday, June 3; 4:15 – 5:00 PM on the IFTNEXT Stage

This interactive, TED talk style session will offer six recommendations for product developers and marketers to thrive in the new trust economy—where perception is reality and likes on social media signal trust more than marketing claims or scientific "facts" from academia or the government. 

Presenter: David Lundahl, CEO, InsightsNow

What Does Clean Mean? Overcoming GMOs & Ingredient Avoidances

Tuesday, June 4; 10:30 – 12 PM in the Convention Center 391-392

This scientific session will help product developers, sensory and consumer scientists, and food marketers gain new insights into how consumers are defining products as clean, what are the tradeoffs they will make in context of different use moments—and how trust and transparency factor into the brands they will consider. 

Presenters: David Lundahl & Greg Stucky (InsightsNowwith Mimi Sherlock (International Flavors & Fragrances), Menexia Tsoubeli (Campbells Fresh), Webb Girard (CuliNex), and Rachel Cheatham (Foodscape Group).

Building Behavioral KPIs into Food Product Decision Making


Wednesday, June 5; 1:15 – 2:45 PM in the Convention Center 260-262

This overview of behavior tools and methods will include a discussion of the impact of implicit, explicit and prospective thinking on food product choices and how consumers internalize food product experiences. 

Presenters: David Lundahl & Greg Stucky (InsightsNow) with Christopher T. Simons (Ohio State University) and Paul Connor (Emotive Analytics).

We hope to connect with innovation teams and help smooth paths of development through insights into product cues and consumer behavior overcome clean label challenges.

Please follow and like us:
error

Webinar- The Alternative Protein Mindset: Cultivating Consumer Trust

Consumer attitudes to alternative proteins

Date:   Thursday, May 9,  2 pm ET

Presenter
:  
Dave Lundahl, CEO

What's going on with consumers and alternative protein products?

Besides vegans and vegetarians, Clean Label Enthusiasts and many general population omnivores are also opting more often for alternative proteins at meals instead of meats.  They could be motivated by health, sustainability, economic interests or a combination of these influences.  With this increasingly broad range of customers using alternative proteins, the need grows to understand their expectations, concerns, and desires from this category.

Food companies are answering the market interest with a host of new non-meat options, but have many questions about this new market. Some of these questions are:

    • What is the depth of acceptance for alternative proteins among the general population and among Clean Label Enthusiasts?
    • Which sources of information do these consumers trust?
    • Which alternative proteins are most and least accepted? How do perceptions of alternative proteins compare to perceptions of animal proteins?
    • What are the main reasons that individuals accept or avoid alternative proteins? Do consumers care most about health, taste, sustainability, affordability, or something else?
    • Which alternative protein best fits MY product category?

Snack bar with alternative proteinsInsightsNow posed these questions to their CLE community, as well as the general population, and uncovered behavioral insights to share at this webinar.

Join us to learn what we uncovered!                                 

Please follow and like us:
error

Webinar- Clean Label and the new Trust Economy

Transparency key to embracing the Clean Label challenge.

Speed innovation and strengthen claims using behavioral measures from the Clean Label community.

Date:   Thursday, April 4,  2 pm ET

Presenter
:  
Dave Lundahl, CEO

Trust. Influence. Reputation. Accountability.

Consumers are demanding more transparency in every aspect of their lives—especially in what they and their families eat, put in their mouths, place on their skin, and breath or come into contact from within their home environments.  Join us to dive into this free-from movement where 1 in 4 consumers demand a clean label in over half of the products they buy.

Learn why perception is reality, driven by the new trust economy where likes on social media signal trust more than marketing content from large corporations or scientific “facts” from academia or the government.

Backed by 19,000 responses from US primary shoppers and a database of hundreds of thousands of behavioral measures from a community of “Clean Label Enthusiasts™,” we will offer six recommendations for how to overcome the clean label challenge for market success.

Hear case studies from industry leaders who are accelerating their learning cycles through access to behavioral measures from Clean Label Enthusiasts.  They’re confidently making ingredient and claim decisions for brands they support from KPIs generated about consumer clean label perceptions.

Please join us for 30 minutes and bring your questions.  Imagine where you can apply this research to your innovation and marketing challenges.

We hope to see you there,
The Team at InsightsNow                                           

Please follow and like us:
error

Clean Label – for Pets, too!

Pet Foods - A Clean Label Deep Dive

Headlines tell the story.   “Human food trends driving pet food product innovation”   PETFOOD INDUSTRY.COM

Who are these Clean Label pet owners?   How does the industry understand and deliver specifically what they want?

We asked pet owners in our Clean Label Enthusiast Community about their attitudes, habits, and priorities for providing their pets with "Clean" foods and treats.  We found many insights to share regarding what they regard as safe, natural, and high quality.

Find the Case Study here

Download (PDF, Unknown)

Also, view the webinar where you’ll learn:

    • Thoughts and beliefs of Clean Label pet owners
    • Attributes that are most important in products and Clean Labels
    • Why they trust and mistrust products/brands
    • Ingredients seen as Clean or Not Clean
    • Claims that resonate well or are suspect to buyers
    • Trends to watch in the future
Please follow and like us:
error