Flash Report: Plant-Based Price Premiums & Consumer Perceptions

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Flash Report: Plant-Based Price Premiums & Consumer Perceptions

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Flash Report: Plant-Based Price Premiums & Consumer Perceptions report is published on March 1, 2021 and has 10 pages in it. This market research report provides information about Food & Beverages, Food industry. It covers USA market data and forecasts. It is priced starting at USD 250.00 for Single User License (PDF) which allows one person to use this report.

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Flash Report: Plant-Based Price Premiums & Consumer Perceptions

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Publication ID:听

MOON0321001

Publication Date:听

March 1, 2021

笔补驳别蝉:听

10

笔耻产濒颈蝉丑别谤:听

Moonshot Collaborative

颁辞耻苍迟谤颈别蝉:听

USA

USD 250.00

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Description

Figuring out how to price your consumer product to optimize sales is a challenge every new business faces. This flash report from Moonshot Collaborative gives you exclusive insights into how plant-based buyers think about price premiums. It's your key to understanding the role that price plays as plant-based products move from niche to mainstream, and how to best position your own products in a quickly changing landscape.

Highlights and Key Takeaways

Men are more willing to pay higher premiums for plant-based foods, even though about two-thirds of plant-based buyers are women.
The more members that a person鈥檚 household has, the more willing that person is to pay a premium for plant-based foods, and to pay a higher one.
Most plant-based buyers are willing to pay a premium for great-tasting plant-based foods, but not a big one. Plant-based brands should keep striving for price parity, but may not have to fully achieve it.
There is a very direct and correlated relationship between age (generation) and willingness to pay a premium

Background: Younger generations - Generations X, Y, and Z - are significantly more willing to pay a premium, and a much larger one, than the 鈥淏oomer鈥� and 鈥淪ilent鈥� generations. This aligns with what we know to be true of the younger generations; they are more willing to pay for products that align with their worldview and they are still in their income-generating years. This is especially true of Generations Y and Z.

Takeaway: Targeting younger generations makes sense for many emerging categories and brands that sell at a premium. For brands considering targeting the Boomer and/or Silent generations, it鈥檚 important to know that there is very little tolerance for price premiums among these groups. At the same time, for a company whose products are comparably priced to conventional, animal-based meat and dairy, the older generations represent a largely untapped market that is hungry for these products (if the price is right).

Table of Contents

Highlights and Key Takeaways

Plant-Based Price Premiums

Plant-Based Price Premiums by Gender

Plant-Based Price Premiums by Age

Plant-Based Price Premiums by Number of Household Members

Plant-Based Price Premiums by Key Motivations

Plant-Based Price Premiums by Key Barriers

Plant-Based Price Premiums by Diet

Tables and Figures

Plant-Based Price Premiums

Plant-Based Price Premiums by Gender

Plant-Based Price Premiums by Age

Plant-Based Price Premiums by Number of Household Members

Plant-Based Price Premiums by Key Motivations

Plant-Based Price Premiums by Key Barriers

Plant-Based Price Premiums by Diet

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