Consumer motivations and desired product attributes for 2.0 plant-based products: a conceptual model of consumer insight for market-oriented product development and marketing

The plant-based product (PBP) market sector is rapidly growing, but there is a noted lack of qualitative data examining consumers’ perceptions of these products. This study aimed to examine consumers perceptions and usage of plant-based products and brands to further refine and extend our understanding of the different layers of contemporary plant-based consumption. Online consumer focus groups (n = 6) were used to gather qualitative data from consumers (n = 20) in Ireland and the United Kingdom. Qualitative analysis was conducted using NVivo v.26 where a content analysis procedure was used to reduce data into categories and sub-categories, after which data within categories was analysed to identify themes. Six overarching themes were identified: (1) Pro-social and moral motivations as most prominent in influencing PBP consumption; (2) Personal and sociocultural reasons as emerging motivators on PBP consumption; (3) Brand, ingredients, flavour and price as key attributes; (4) Natural, unprocessed PBPs as most appealing; (5) Replicating functional and nutritional properties of animal protein as more important than replicating sensory properties; and (6) Locally produced products and brands as preferred. A conceptual model of consumer insights required for market-oriented PBP development and marketing is produced. This model is consumer led, and confirms and extends/refines knowledge on motivations for consumption, evaluation of product attributes, and market gaps and improvements for a new generation of PBPs.