Market-oriented Development of Plant-based Food and Beverage Products: A Usage Segmentation Approach

This study examined plant-based product (PBP) consumption, related motivations and barriers, PBP attributes of importance. An online survey collected responses (n = 456) from consumers non-PBP in the Republic Ireland (ROI) United Kingdom (UK). Responses were analyzed using univariate statistics, binary logistic regression, Principal Component Analysis. Females, those living urban areas more likely to consume PBPs. Primary for consumption ‘sustainability,’ ‘animal welfare’ ‘health.’ Barriers ‘not seeing a need change their diet’ ‘taste.’ Taste, health, information on label cited as most important attributes. Findings are relevance manufacturers marketers; paper presents recommendations marketing strategies, considers how best target both usage segments (PBP consumers), evaluates usefulness segmentation approach this category.