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Explore our consumer research focusing on drivers and barriers of plant-based foods

Insights

EU discussions on meat-related terms

February 2026  |  Regulatory Implications 

This deck covers:

  • Background on EU policy changes

  • Implications for UK plant-based brands and retailers

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ComB Category Roadmap

June 2025  |  Workshop

This deck covers:

  • A deeper dive into future behavioural intent 

  • Ranked drivers and barriers to eating more plant-based foods 

  • Link to health goals

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Understanding plant-based category dynamics, motivations and consumers

March 2025  |  Consumer U&A Study

This deck covers:

  • Understanding plant-based and animal-based category consumption - including past and future intended changes 

  • Key barriers and behavioural change levers for plant-based vs animal based meat: capability, opportunity and motivation

  • Key consumer cohorts - profiled according to behavioural change 

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EU Smart protein + PB meat defectors insights

September 2023  |  Consumer Study

This deck covers:

  • Key beliefs driving dietary choice: including differences between Omnivores and Flexitarians

  • Key barriers to eating a plant-based diet

  • Understanding lapsed consumers of plant-based meat    

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