Decoding Consumer Perceptions: Plant-Based Protein Snacks

A client in the food industry sought to understand consumer perceptions and preferences for a new plant-based protein product. The goal was to refine the product's value proposition and identify optimal marketing strategies.

Study Impact

By conducting this comprehensive case study, the client gained deep insights into consumer perceptions, preferences, and expectations for their new plant-based protein product.

The findings provided clear directions for product refinement, marketing message development, and pricing strategy. By implementing the recommendations, the client increased the product's appeal and drove successful market entry and adoption.

Research Design

A qualitative research study was conducted among women aged 30-40 in Bangalore, India. The participants were a mix of vegetarians and non-vegetarians, working and non-working, and all were active and fitness-conscious.

Objective: To evaluate the appeal, feasibility, and market fit of a vegan protein-rich snack alternative.

The research employed a multi-stage methodology:

1. In-depth Interviews: Participants discussed overall reactions to taste, packaging, and perceived benefits.

2. Concept Screening: Assessed initial appeal and comprehension of the core idea.

3. Product Testing: Participants prepared and tasted the product, providing feedback on cooking methods and product attributes.

4. Product-Concept Fitment: Evaluated alignment between product attributes and consumer expectations.

Key Areas of Focus: Taste, packaging, perceived benefits, cooking experience, product attributes, and overall preference.

Key Findings Summary

Concept: Well-received, novel, and nutritious, but needs clearer labelling and visual improvement.

Product Testing: Pan-cooked options are preferred, a plain variant with inclusions is favoured, and a masala variant is for microwave use. Areas for improvement include spiciness, quantity, and aroma.

Recommendations and Way Forward

Product Refinement: Improve taste, texture, and colour.

Value Proposition: Position as a versatile meal substitute for families.

Communication: Clarify "X" for consumer understanding.

Pricing: Set a competitive price point.

Product Refinement: Enhance the taste by increasing spiciness and adding more masala/flavors. The texture should be optimized to be fluffy and soft, similar to a pancake.7 The color of the final dish should resemble a golden brown omelette.