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1、 2022 Nielsen Consumer LLC.All Rights Reserved.2022 Nielsen Consumer LLC.All Rights Reserved.The plant-based revolution:Fromniche to the future 2022 Nielsen Consumer LLC.All Rights Reserved.2Table of contentsIntroduction3What is Veganuary?4Vegan,plant-based,or flexitarian?7Hellmanns case study9Plant
2、-based goes beyond grocery10An opportunity for growth12What are the challenges?15How to market to vegan shoppers17How can you improve the shopper experience19Case study Birds Eye20Your Veganuary to-do list21 2022 Nielsen Consumer LLC.All Rights Reserved.3IntroductionFeatured Voice Its now a global p
3、henomenon that brands and retailers ignore at their peril.Since its launch in 2014,Veganuary has encouraged millions to adopt a vegan diet for the month of January.The 30-day challenge helps stimulate demand for plant-based products as well as highlights the sectors increasingly significant place in
4、 the FMCG landscape.It also couldnt come at a better time of year.With shoppers shaking off the excess of the festive period and looking to embrace healthier habits for 2023,come January,many are happy to buy into this new dietary lifestyle.But its not just shoppers that are climbing onboard.More an
5、d more brands are also taking the opportunity to release new vegan lines,call out their sustainability and ethical credentials and rebrand existing products that naturally fit within the sector.This makes the annual Veganuary challenge the perfect month for savvy brands and retailers to reassess the
6、ir offering in this sector.So,its time to take a deep dive into whether your products are meeting shopper needs and how you are responding to this trend which looks set to only grow in popularity through 2023 and beyond.Thea Bourianne,MBA,RD,LDN is a licensed and registered dietitian based in Chicag
7、o.Specializing in nutrition,US and international food labeling regulation,and food composition,Thea is a regular thought leader for NielsenIQand their partners.Thea BourianneSr.Manager,Data Strategy&Solutions Label Insight This report looks at the growth in the vegan/plant-based FMCG sector and cons
8、iders who might be choosing this diet and why.It then looks at the opportunities this sector presents for brands and retailers.Veganuary can be a springboard to look at how you can best meet shopper needs in this sector,not least by ensuring products are labeled correctly,presented with enhanced pro
9、duct content,and presented well visually in the digital aisles.In her current role at NielsenIQLabel Insight,Thea manages a team of subject matter experts which supports global retailers,CPG brands,government,technology companies,researchers,and other entities to build data-driven,customer-centric s
10、olutions by applying high order attribution to drive client results.2022 Nielsen Consumer LLC.All Rights Reserved.4Veganuary:What is it and why does it matter?In the beginning,Veganuary was niche and viewed by many as the preserve of hippies,the health-conscious,or even food activists.When it launch
11、ed in 2014,a modest 12,000 people signed up.Now,with a new generation of shoppers focussed on health,wellbeing and sustainability,the challenge has taken off beyond organizers wildest dreams.Veganuary has hit the mainstream.Indeed,this year,the number of people committing to the crowdfunded charity
12、campaign is expected to nudge toward a million.The 2023 challenge will see celebrities and the public posting updates about their plant-based journey on social media.Its a marketing-fest that no brand or retailer should miss out on.This years challenge is officially backed by three ambassadors,inclu
13、ding Hollywood celebrities like Joaquin Phoenix,the Mayor of New York Eric Adams,and Made in Chelsea star Lucy Watson.Meanwhile,most brands and retailers that operate in this sector are rushing to get involved.According to Vegan Food&Living,each year sees more and more brands backing the Veganuary c
14、ampaign and releasing new plant-based products to coincide with the January challenge.The social-media famous Greggs vegan sausage roll,for example,was launched during the 2019 campaign.In previous years,massive chains like KFC and Burger King launched their own vegan menus,with Burger King opening
15、a flagship entirely plant-based location in 2022.Participants join for free online at V and download a starter kit to help them cut out animal products like meat,dairy,fish,and eggs and receive daily support emails that include product directories,meal plans,and recipes.For many shoppers,their vegan
16、 journey starts here.“We have worked with businesses to drive up vegan food provision in shops and restaurants,and have made veganism more visible and accessible through our work with national and international media,”say organisers on the event website V 2022 Nielsen Consumer LLC.All Rights Reserve
17、d.5The vegan/plant-based trend Source:NielsenIQConsumer Insights.Conscious Eaters Study 2021 The popularity of the Veganuary event is part of wider trend in the industry towards increasing consumption,and spending,on plant-based products.Awareness and demand are soaring and looks likely to carry on
18、gaining momentum.This brings with it opportunities for brands and retailers to produce new products or rebrand existing ones that fit the criteria of this ever-expanding market.Now mainstream shoppers,who wouldnt necessarily consider themselves to be vegan,are now buying more plant-based optionseven
19、 if they continue to buy and eat conventional animal-based ones.While going completely vegan might be a step too far for somemost shoppers are keen to add more plant-based items to their shopping cart.A study by NielsenIQ found that on average,suggests that shoppers who are trying to limit or contro
20、l the amount of meat they consume are a good potential target group for vegan/vegetarian market offer,even if they buy it from time to time,for a change.Vegconomist,the vegan business magazine,points out that,While the animal-based food business is barely growing in many product categories,the vegan
21、 food sector is experiencing strong growth across the board.FMCG are pushing innovation in this sector and shoppers are becoming more receptive to products.It is now a long-term trend rather than a diet fad,propelled by growing shopper interest in health,wellbeing,and sustainability.According to The
22、 Vegan Society,a 2021 report by Bloomberg found that the global plant-based alternatives market has the potential to grow to$162 billion over the next decade up from$29.4b in 2020.The idea of eating more plant-based foods isnt just a passing fad,its here to stay.Thea Bourianne,Label Insight byNielse
23、nIQ 2022 Nielsen Consumer LLC.All Rights Reserved.6The growth of veganismSources:https:/ millionAmericans follow a Vegetarian lifestyle with around 2 millionof those following a purely vegan lifestyle5 millionpeople across India follow the plant-based lifestyle1%of the global populationfollow a vega
24、n lifestyle,estimating80 million vegans globallyGoogle vegan searches are on the rise-searches for vegan food near mesurged by 5000%in 202163.5%of Brits had bought vegan food items in the past year50.8%were willing to replace meat with plant-basedalternatives2.7 millionhouseholds in the UK had a veg
25、an or vegetarian living on the premises10.5 millionhouseholds were replacing meat-based meals with vegan or vegetarian alternative,at least once a week 2022 Nielsen Consumer LLC.All Rights Reserved.7Vegan,plant=based,or flexitarian?Source:https:/www.heart.org/en/healthy-living/healthy-eating/eat-sma
26、rt/nutrition-basics/how-does-plant-forward-eating-benefit-your-health,How you label this important trend matters.The term vegan may be searched for online more than plant-basedbut it might be less appealing to some shoppers on marketing collateral,labels,and product information.Both terms mean free
27、from animal-derived ingredients,however,they may appeal to different shoppers.In general plant-based is a gentler,friendlier term that can appeal to everybody,including flexitarian shoppers who want to eat less animal products but may occasionally consume them.It also speaks to peoples increased con
28、cern for health and wellbeing.The term vegan can have connotations of an extreme diet or lifestyle for someperhaps associated with activism.However,it may appeal to shoppers who identify as vegan and for whom no animal-derivatives is an active lifestyle choice.It doesnt have to be an either/or label
29、ing,but its important to be aware of what you are using and ensure it fits your brand identity.You could lead with plant-based but still ensure you have a vegan trademark symbol or suitable for vegans on the product information.A vegan diet excludes any products of animal origin,such as dairy,eggs,a
30、nd meat as well as avoiding animal-derived ingredients such as vitamin D3 or gelatine,if they are derived from an animal source.It may also extend to cutting out animal-derived products completely,such as leather or wool.Plant-based is a diet which prioritises a high-intake foods derived from plants
31、,such as fruits,vegetables,wholegrains,nuts and seeds.It does not necessarily eliminate all animal products,such as eggs or dairy.Following a flexitarian diet just means that somebody aims to mostly follow a plant-based or diet,but part time and without completely cutting out animal products.This di
32、et is often more about adding more plant-based foods into a diet,rather than cutting things out.This category is the biggest group of plant-based shoppers with the most potential for growth in the sector.In the United States the adoption of the term plant forward by retailers and brands has begun to
33、 emerge in 2022.Plant forward is a style of cooking and eating that emphasizes plant-based foods but is not strictly limited to them.Plant forward differs from plant based as the idea of it as meat may be included within a meal but its usually not the main feature of the meal.2022 Nielsen Consumer L
34、LC.All Rights Reserved.8Why do people become vegan?Source:https:/yougov.co.uk/topics/society/articles-reports/2022/01/20/meet-britains-vegans-and-vegetariansIts a radical change of dietso why do people opt to go plant-based?A deeper look at this can tell us more about shoppers needs,wants,and motiva
35、tion when they are searching for products online.Research reveals five key reasons for going veganEnvironmental concernsHalf of vegans say they choose the diet because they were worried about the environment.HealthA quarter of vegans cite health as a key reason.Meanwhile,seven in 10 vegans say their
36、 health has improved as a result of the diet.Just dont want to eat animals70%of vegans say its as simple as that they dont want to eat animals or animal products.Animal welfareThe top reason,with 80%saying this was the original reason for becoming vegan,is thinking that the way animals are farmed an
37、d killed for food is cruel.Family and friends5%of vegans say they were motivated by somebody,such as partner,who wanted them to swap to the diet.5%say they were raised vegan.2022 Nielsen Consumer LLC.All Rights Reserved.9Case study:Hellmanns Source:https:/ brand Hellmans is successfully linking its
38、products with Veganuary to boost awareness and sales in this growing sector.It suggests products that are suitable for Veganuary and offers recipes.The marketing on its own website clearly links with the event with click throughs to supermarkets where it is stocked.Stick with us for Veganuary and it
39、 wont be boring.All you need is a little inspiration and the right ingredients.Theres plenty of ways you can thoroughly enjoy Veganuary,and well show you how,says the website.Recipes for everything from Big Vegan Sandwich to Vegan Pulled Mushroom Buns help shoppers engage with Veganuary and use Hell
40、mans products to prevent limitation.Unilever,Hellmanns parent company,partnered with chefs to create a page of recipes for shoppers to use as inspiration,celebrating the mayonnaise as a way a solution for missing-out on old favourites.The brand still offers a full selection of non-vegan products but
41、 has seen huge success by offering the alternative alongside their mainstay ranges.2022 Nielsen Consumer LLC.All Rights Reserved.10Remember:Plant-based is not just for foodThe market for plant-based FMCG beyond food and drink is taking off with hygiene,cleaning,and health products all proving popula
42、r with shoppers.Shoppers are increasingly searching for planet and animal friendly products to fill their household cupboards beyond the kitchen,with many lines priding themselves on featuring plant-based and cruelty-free ingredients and formulas.A study conducted by the Vegan Society discovered tha
43、t 97%of British shoppers would like to see more vegan verified cosmetics and toiletries,indicating that shoppers are searching for plant-based outside of the grocery aisles.https:/ are seeing plant-based products appear all over the FMCG landscape.Its not just for food and beverage,but were also see
44、ing it on everything from household cleaners and laundry products to nappies and beauty products.Thea Bourianne 2022 Nielsen Consumer LLC.All Rights Reserved.11Case study:The Pink StuffSource:https:/www.thepinkstuff.co.uk/,https:/ Brands best-selling range of household cleaning products,The Pink Stu
45、ff,is a perfect example of the movement of veganism and clear product labeling beyond the grocery aisles.Each product is clearly identified as vegan,and the brand is extremely open about the ingredients used inside their products with a dedicated section on their website that details exactly what sh
46、oppers are using to clean their homes.Furthermore,their ranges are labelled across UK retailers such as Tesco,Sainsburys and Asda to include suitable for vegans and ensure their products return in searches and filters for vegan.A main challenge to vegans across the world is the inspection of product
47、 labels.Without clear product labelingon or off pack-those with vegan or plant-based lifestyles are likely move-on from your product to find those that do.Ensuring that brands are transparent about their vegan/cruelty-free credentials both on and off-line is essential to retain those shoppers who ar
48、e moving towards these lifestyles and prevent products from being left behind.2022 Nielsen Consumer LLC.All Rights Reserved.12A growth opportunity for brands and retailers Source:Growing demand for plant-based proteins.NielsenIQ2021,https:/ recent report from NielsenIQ looked at plant-based protein
49、foods and found they have a strong and growing presence in the grocery aisles.Taken in aggregate,these trends signal that plant-based protein foods remain a prime growth opportunity for retailers and brands,says the report.In a2021 study conducted for the Food Marketing Institute(FMI)by The Hartman
50、Group,29%of shoppers indicated they are moderating their meat intake,compared with 9%of shoppers who indicate they consume no meat products whatsoever.52%of U.S.shoppers are eating more plant-based foods and they believe it makes them feel healthier.Investors have poured more than$16b in U.S.plant-b
51、ased and cell-based meat companies over the past decade.NielsenIQ data suggests there are three key factors driving this trend:shifting shopper behaviour,innovation,in the space and investors.Shoppers are prioritizing health,wellness,and social issues and this results in more conscious purchasingsuc
52、h as buying products that align with healthier diets and environmental values.Meanwhile,manufacturers are innovating and offering new products to tempt shoppers.Taste,quality and variety are improving and have improved exponentially since the early days of veganism.Investors are intensely interested
53、 in the sector and big names are adding plant-based products to their stable.shoppers indicated they are moderating their meat intakeshoppers who indicate they consume no meat products whatsoeverShoppers are moving toward plant-forward eatingvs 2022 Nielsen Consumer LLC.All Rights Reserved.13But wha
54、t about the cost-of-living crisis?Shoppers are seeking out plant-based products and they are willing to pay a premium for them.Convenience Store magazine says that growth in the plant-based sector will continue despite the cost-of-living crisis.Sales will continue to grow,it says.Despite rising pric
55、es being at front of mind across the market,it says it doesnt always mean shoppers are trading down or choosing lowest cost.Demand for health,indulgence,and products with sustainability credentials will remain.It points out that shoppers still want brands that suit their lifestyle and values.When ti
56、mes get tough,they are more careful about where they spend money,but this may mean cutting out items they are ambivalent about so they can keep on buying their favorite brands.As the cost-of-living crisis continues to drive inflation,the prices of meat and dairy products continue to rise,leading som
57、e shoppers to opt for vegan or plant-based alternatives purely out of necessity.Companies can see this as an opportunity to drive sales during this time of inflation,by sourcing lower-cost,plant-based alternatives to suit shopper budgets.Some companies are responding to the increase demand for vegan
58、 products and the challenges of the cost-of-living crisis by introducing low-cost own-line products.For example,UK Grocery Chain Co-op introduced their rebranded plant based GRO line in 2021 with some product prices slashed by 50%to appeal to budget conscious shoppers,and drive sustainability initia
59、tives.Jo Whitfield,Co-op Food CEO,said:“Its an industry-wide standard that plant-based alternatives are usually priced higher than their meat and dairy counterparts.At Co-op,we believe it shouldnt cost you more money to eat plant-based food and that this disparity is unfair to those following vegeta
60、rian,vegan and flexitarian diets.Its Co-ops ambition to make our plant-based range,GRO,even more accessible to our members and customers,helping them make decisions that collectively will have an impact on the world we all share.”Response from the industrySource:https:/naturalnewsdesk.co.uk/2021/05/
61、05/mind-the-plant-based-gap-co-op-cuts-vegan-gro-range-pricing-to-match-meat-equivalents/,https:/vegsoc.org/media-centre/cost-of-living-crisis-could-push-thousands-towards-plant-based-foods/2022 Nielsen Consumer LLC.All Rights Reserved.14Demographics:A youth-led trendSource:https:/ourworldindata.org
62、/vegetarian-vegan All age groups want to eat fewer animal products.However,according to Plant Based News,its young Gen Z shoppers who are driving the plant-based revolutionand most of them prefer to shop online.Globally according to a YouGov report over 8%of those aged 18-24 across the world identif
63、y themselves as vegetarian,with a further 4%indicating that they follow a plant-based diet.Younger shoppers are also more likely to be motivated by ethical reasons and environmental concerns.Theres also a surge in the number of celebrities and health influencers sharing recipes and plant-based tips
64、online.There is a rise across the world in plant-based athletes,with household names like Lewis Hamilton and Venus Williams advocating for and demonstrating healthy and safe vegan diets.Viva.org.uk agrees young adults are more likely to be vegan.It says one in five 18-24-year-olds are flexitarian an
65、d five percent are vegan.This suggests the number of vegans will continue to increase as this generation pass down their diets to their children.14 2022 Nielsen Consumer LLC.All Rights Reserved.15Online challenges for plant-based brands Plant-based products can face particular challenges in the e-co
66、mmerce landscape,not least that they stretch across many categories and aislesand are increasingly found in cleaning,beauty,and other health products as well as food.Another challenge is that shoppers tend to be more risk-averse about trying new things they found online,especially when they dont hav
67、e the physical product to pick up,assess,and be tempted by.But shoppers wont know you are there when they head online to do their FMCG shopping trip unless they stumble on you by chance.When shoppers head online,they arent searching in the traditional aisles,which means vegan products may be harder
68、to find.For example,they are not going down the snack bar aisles when they search for vegan.Brands must assess their product portfolio and ensure it is flagged up as plant-based and vegan.They should also work closely with retailers to ensure products are tagged to appear in shopper searches.Shopper
69、s needs are better revealed by a close look at what kind of Google searches they are making in this sector.According to Thea Bourianne,searches for vegan generally spike between November and January,then taper off through the rest of the year.Top search terms during this period were:Vegan cheese,veg
70、an butter,vegan protein powder,vegan ice cream and vegan mayo.Top categories for vegan searches were:Cheese,health and recovery,vegetarian meats and tofu,butter,ice-cream,mayonnaise,and yogurt.Its worth remembering that when vegan shoppers are searching online,they may not be going down traditional
71、aisles.They are probably not looking in the snack-bar aisles when they search for vegan products in this category.This means that even an item which is obviously vegan,such as a fruit and nut bar or hummus,might still need to be labeled vegan.This means it can be found online.We are finding that bra
72、nds that have a much more complete profile for each individual product,and that are tagged with appropriate tags by the retailer,are seeing increases in sales,says Thea.Helping shoppers search online 2022 Nielsen Consumer LLC.All Rights Reserved.16Huge opportunities for brands and retailers Veganuar
73、y and the plant-based trend represents a market opportunity.Retailers and brands can look to link products to Veganuary or use it as a springboard to launch or rebrand products.A study NielsenIQ(Conscious Eaters Study)described Veganuary as an unstoppable trend with one in seven UK households buying
74、 meat alternatives in January 2022 compared to one in eight the previous year.So,expect an even bigger rise in January 2023.Even if shoppers arent vegan,they appear to want to add more plant-based foods to their shopping trolley.Many familiar brands,such as Birds Eye,Gu and Astonish are adding plant
75、-based rangesand seeing a surge in sales.Veganuary is a springboard for brands,retailers and restaurants to launch new and exciting NPDs or turn existing product into vegan,says NielsenIQ.Its data from the Netherlands shows a high share for plant-based frozen snacks and candy.An area of opportunity
76、for the UK,the report points out.Green CuisineBirds EyeGu Free FormGuAstonish SprayAnti Bacterial SprayValue Change%+112%+23.8%+95.9%+46.3%+77.9%51.5%Source:Nielsen Homescan/Nielsen Scantrack 2022 Nielsen Consumer LLC.All Rights Reserved.17Animal welfare and marketing to vegansAcademic evidenceA 202
77、1 study in the International Journal of Consumer Studies looked in detail at the motives for adopting a vegan diet.The researchers from the University of Portsmouth identified seven motives:economic,ethical,health-related,hedonic,animal empathy,respect for animal rights,and personal accountability.D
78、ata shows three motives were key determinants for becoming vegan.These are animal empathy,accountability,and animal rights.These appear to be the key determinants of self-identification as vegan.The study found five attributes(price,nutritious,freshness;tasty,eco/animal friendly ingredients)of vegan
79、 products associated with these three motives.Food marketers and policy makers could highlight such attributes to encourage the adoption of a vegan diet,say researchers.Thea Bourianne,from NielsenIQ,agrees that animal welfare is an increasingly important area for brands and retailers.The latest Niel
80、senIQ consumer data compares four sustainability pillars against their respective conventional products.You can see from this NielsenIQ data that animal welfare is growing faster in sales and volume versus the conventional products even with average price increasing at the same rate,she says.17 2022
81、 Nielsen Consumer LLC.All Rights Reserved.18Stamp of approval There isnt a single,legal labelingmark to flag that an item is plant-based.However,many FMCG staples are registered with a body that offers an official trademark stamp of approval,such as The Vegan Society,which regulates standards and al
82、lows shoppers to buy with confidence.According to The Vegan Society,most UK supermarkets are working hard to make sure their plant-based items are labeled as such.Asda,for example,is working with the society to register more of its own brand items with the society trademark,including seasonal items
83、such as Easter eggs and festive food.The Vegan Society trademark,in use since 1990.Meanwhile,The Vegetarian Society,also has its own certification mark and only products that meet its strict criteria,that includes measures in place to avoid cross-contamination during production,are approved to use i
84、t on the label.2022 Nielsen Consumer LLC.All Rights Reserved.19How can brands and retailers improve the shopper experience for vegans?A vegan shopper,or even a shopper who is just curious about plant-based meat substitutes,enters the digital aisles with a specific set of needs,wants,and questions th
85、at frames their path to purchase.Brands and retailers can respond to this by ensuring their products are labeled correctly and presented well visually.Enriched content can answer shopper questions and show how an item meets their needs.Its crucial that shoppers can discover plant-based brands and th
86、at they have the right attributes.In-store products are easy to spot,often merchandises alongside a similar animal-based products or are grouped together,easily identifiable by packaging(usually green)and labeling.However,in the digital aisles they can be harder to find.Its important that shoppers c
87、an search quickly and easily for plant-based items.How can you improve the shopper experience?Appeal to all,not just to the confirmed vegans,but to the health-conscious and those who still eat animal products but who want to incorporate plant based into their diet.Offer tips,recipes,and extra conten
88、t that can help them learn and use these products.Ensure product information is complete and accurate to flag up an item is plant-based.Use enriched contentmulti-layered,easy to access content that makes better use moving images,video,and infographics.This can be effective both on the carousel and b
89、elow the fold.Videos and auto-play gifs are eye-catching and can convey a product is plant-based far quicker than written product information.Provide all the information needed so that shoppers dont have to head off-site to find out more.Use icons in the shopping aisles when a retailer has the techn
90、ology available for this.It can help shoppers easily locate vegan or plant-based items.Make it as easy has possible for the shopper.Consider labelingproducts that are inherently vegan but might be overlooked for being labeled as such,for example hummus or guacamole.Use immersive content that present
91、s a product in a way thats as close as possible to real physical contact to help shoppers understand it is plant-based.Its crucial to invest time in really getting the product labeling correct.Thea Bourianne 2022 Nielsen Consumer LLC.All Rights Reserved.20Case study:Birds Eye https:/ food giant Bird
92、s Eye has spotted the potential of plant-based.The company links with Veganuary on its website,encouraging shoppers to try it this year.It also offers videos,recipes,information about the history of Veganuary and tips for following the diet.There are also shopping tools links to retailers that stock
93、 its products.A social media campaign also links to the event.In 2022,the company relaunched its meat-free Green Cuisine brand in the UK with a 4.4 million advertising campaign and upgraded packaging.Vegconomist reports that the rebrand took place as Birds Eye reported a 2.9%increase in Green Cuisin
94、e sales compared to 2021.Our vision is to make a flexitarian diet accessible to all,and with the help of new animated characters who challenge the way we think,Green Cuisine can demonstrate just how easy,delicious,and nutritious it can be to incorporate plant-based options into everyday meals,Elle B
95、arker,marketing director at Green Cuisine told Vegconomist.2022 Nielsen Consumer LLC.All Rights Reserved.21Your Veganuary to-do list 1.Review the portfolioCompanies may use Veganuary as an opportunity to review product offerings,goals,target audiences and business strategies.It can be a good time to
96、 review how they align with the growing plant-based FMCG market.2.Review the competitive landscapeWhat kind of shopper journey are they offering?How are they harnessing Veganuary and marketing products to fit this new sector?What sort of rich content are they offering to enhance the path to purchase
97、?3.Check the product labelMake sure it calls out any attributes that might be of interest to shoppers in this sector.If your product fits this category,make sure it is on the label,for example saying,suitable for vegans.Should you apply for and include an official label,such as The Vegan Society acc
98、reditation?4.Offer rich contentConsider improving the shopping experience,flagging up attributes,offering recipes,reviews,and comparisons.Mimic and enhance the experience a shopper might have in the vegan/plant-based aisles in a bricks and mortar store.5.Optimize the experienceShoppers,especially Ge
99、n Z who are most likely to be looking for plant-based foods,are increasingly shopping from their mobile devices.They want to shop anywhere at any time,so make sure product information is optimized for mobile devices.6.Add lifestyle contentPhotographs and videos can help shoppers see quickly and easi
100、ly that a product is plant-based or vegan.Show the product in us,offer a full product tour or highlight key product information that could clinch a purchase decision.2022 Nielsen Consumer LLC.All Rights Reserved.22NielsenIQBrandbank is the leading provider of digital product content solutions enabli
101、ng more than 52,000+brands and 700+retailers and wholesalers across the globe in over 39 countries to deliver the best shopping experience by giving them the ability to capture and share rich digital product content on all channels seamlessly.NielsenIQBrandbanks end-to-end solutions connect shoppers to the most up to date and relevant digital product content making consumer goods more discoverable and engaging.For more information please visit:https:/