So, How Much Is Vegan Truly Converting Consumers? In our latest study, we sought to test how much emerging concepts hitting the mainstream are likely to translate into trial, purchase intent and commercial success. Vegan is a trend that has fast been adopted by restaurateurs, food manufacturers and retailers across the UK. It’s perceived to be a highly-lucrative area for new product development. However, aside from the noise being made in the FMCG sector and trade press, how ready are mainstream UK consumers to adopt it into their everyday lives and how differentiating and value-adding is Vegan to product ranges? Our latest research suggests that simply introducing or reformulating a product as Vegan doesn’t necessarily mean you’re going to be onto a commercial winner and VYPR is helping brands to identify the pitfalls to avoid.
According to leading scientists, the world will run out of food by 2050, thanks to a population boom, which has producers across the planet looking at new ways to keep us all fed in the decades to come. According to recent reports (including the BBC’s Today programme this week), that means it may soon become legal in the UK to use insects as a food source for chickens that will ultimately end up on British plates. In the latest of our series on food waste innovation, we sought to find out just how accepting consumers are to the change and what this means – most importantly – for purchase intent.