Insights in what drives consumers in the plant-based food market

Food and protein markets will evolve massively in the coming years. The demand for protein remains high. In Western worlds 'high' protein is hot. The consumer awareness of the benefits of plant-based foods is growing, prices for dairy protein are soaring again, new proteins and technologies arise.

Debates on the availability of proteins and the impact on food security, economy and geo-politics, as well as the impact of protein production on the climate will intensify. Global transition is imminent in the food, petfood and feed industries.

Motivaction researched consumer drives in the plant-based food market and customer awareness and the protein understanding.


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