Identifying the Key Success Factors of Plant-Based Food Brands in Europe

Plant-based food (PBF) is on the rise as an alternative for animal-based food. Europe leading in market size compared with global market. However, high failure rate new products challenging success of PBF This paper aims to unravel key factors (KSFs) from existing brands, contributing knowledge how achieve Two subsequent studies employing online surveys were included, which targeted expert participants. Study 1 focused collection KSFs related brands utilizing card sorting approach. 2 employed cluster analysis further investigate among different brands. The findings identified six clusters under external and internal supporting (‘Consumer’ ‘Trend’) four (‘Ideology’, ‘Marketing strategy’, ‘Innovation management’, ‘Management structure’) assigned into factors, respectively. Furthermore, brand clusters: ‘Mature’, ‘Targeted’, ‘Newcomer’, ‘Established but diversifying’ clusters. Each utilized their strategies; however, both applied, suggesting that there no one-size-fits-all KSF succeed