FOOD FORWARD
conventional counterparts, and it’s clear that the price gap remains a substantial barrier. The research indicates that, to create sustained growth, plant-based products will need to meet or exceed mainstream consumers’ expectations around the three key drivers of price, taste, and convenience - plus offer a compelling switching proposition to seal the deal for the long term . And who doubts the market in the USA will see more and more brands scaling up investment, innovation, and creativity in communication to find themselves top of the list? After all, you make it there, you make it anywhere, as the song says.
SOURCES: INSIGHT AND RESEARCH RELEASED BY THE GOOD FOOD INSTITUTE (GFI), THE PLANT BASED FOODS ASSOCIATION (PBFA), THE U.S. DEPARTMENT OF AGRICULTURE (USDA) AND MINTEL GROUP.
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