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 awarenessand an implicit measure of brand trustwere 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™ Burgersuggesting 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. 
Burger KPI profile
Ingredient Scores plant based burger

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  

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 

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

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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 

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

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