President & Chief Innovation Officer, Mattson - Universal Pure
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President & Chief Innovation Officer, Mattson
What You Need to Know About the Meteoric Rise in Flexitarian Eating
1. About Me
2. What We Do & Why We’re Interested In This Topic
3. What does Flexitarian Mean?
4. Proprietary Consumer Research
5. How HPP Can Tap Into This Trend
6. Q&A
3
President & Chief Innovation Officer
MATTSON
Author
TASTE: Surprising Stories & Science About Why Food Tastes Good
Instructor
The Fundamentals of Taste at San Francisco Cooking School
Forbes Contributor
I write about the business of food
44
INNOVATION & DEVELOPMENT
DRIVEN ENABLED
BY STRATEGY BY INSIGHTS
6
IS CULINARY & TECHNICAL
WE ARE LOCATED AT THE EPICENTER OF FOOD TRENDS
BERKELEY’S
CALIFORNIA WORLD-CHANGING
WINE COUNTRY’S FOOD ACTIVISM
ASPIRATION FOOD
AND BEVERAGE
SAN FRANCISCO’S
VIBRANT CULINARY
SCENE
SILICON VALLEY’S
SPIRIT OF INNOVATION
7
WE TRANSFORM
HOLISTIC THINKING
& CONSUMER INSIGHTS
& FOOD TRENDS
INTO VIABLE BUSINESS OPPORTUNITIES
8
A GREAT PRODUCT
A GREAT PRODUCT
IS YOUR ULTIMATE
IS YOUR ULTIMATE
COMPETITIVE
COMPETITIVE
ADVANTAGE
ADVANTAGE
9
10,000 SQUARE FEET OF
DEVELOPMENT SPACE
30 MEMBERS OF CULINARY, R&D,
SCALE-UP TEAM
PILOT PLANT
REGULATORY INPUTS,
COPACK SEARCH &
COMMERCIALIZAITON
10Mattson Facility in Northern CA
Mattson Facility in Northern CA
11 11Organic Salad Dressing • Juices • Coffee Beverages • Plant-Based Beverages • Deli Meats + Cheese • Salad Dressing • Salsa • Potatoes • Pasta Sauces • Baby Food • Sausage • And others
Flexible
+
Vegetarian
=
Flexitarian
18Originally
a cookbook
and
diet.
Publication Date:
Oct 2008!!
19Omnivore: I Eat A I Eat Mostly I am a Vegan:
I Eat A Wide Variety Vegetarian, but Vegetarian: I eat No
Wide Variety of Foods But Occasionally No Animal
of Foods Trying To Eat Eat Meat, Dairy, Meat, Pork, Products
LESS Meat, Pork, Chicken, Chicken, etc.
Dairy, Pork, etc.
Chicken, etc.
And you?
20Omnivore: I Eat A I Eat Mostly I am a Vegan:
I Eat A Wide Variety Vegetarian, but Vegetarian: I eat No
Wide Variety of Foods But Occasionally No Animal
of Foods Trying To Eat Eat Meat, Dairy, Meat, Pork, Products
LESS Meat, Pork, Chicken, Chicken, etc.
Dairy, Pork, etc.
Chicken, etc.
Single Dating Exclusive Engaged Married
21I Eat A I Eat Mostly
Wide Variety Vegetarian, but
+
of Foods But Occasionally
Trying To Eat Eat Meat, Dairy,
LESS Meat, Pork, etc.
Dairy, Pork, etc.
Just a desire to eat LESS ________________.
22It lets you dabble,
play the field,
try things on for size.
be “flex-curious”
23The ability to FLEX in and out
is why the behavior is growing!!
24• Mattson proprietary study on eating trends, behaviors, and beliefs to
understand consumers opinions on plant-based food.
• Online survey fielded June 4-23, 2017
• Sent to 1,000s of gen pop consumers in Mattson’s database
• Survey link was posted on social media sites
• n=1163 consumers completed survey
26Q. WHICH BEST DESCRIBES THE WAY YOU EAT?
70%
60%
65%
At 6% of pop,
vegetarians + vegans
50% aren’t big enough to target
40%
30%
20%
20%
10%
9% 4% 2%
0%
Wide variety of foods including Wide variety of foods, LESS Mostly vegetarian - Vegetarian - no meat Vegan - no animal products
meat, dairy, pork, and poultry meat, dairy, pork, etc. occasionally meat, dairy,
poultry, etc.
27Q. WHICH BEST DESCRIBES THE WAY YOU EAT?
70%
29%:
60%
65% About 1/3
50%
of the population are
FLEXITARIANS
40%
30%
20%
20%
10%
9% 4% 2%
0%
Wide variety of foods including Wide variety of foods, LESS Mostly vegetarian - Vegetarian - no meat Vegan - no animal products
meat, dairy, pork, and poultry meat, dairy, pork, etc. occasionally meat, dairy,
poultry, etc.
28Q. IN THE YEAR AHEAD, HOW OFTEN DO YOU EXPECT TO EAT PLANT-BASED FOODS?
Almost HALF of
60% population says they
plan to eat MORE
And the
plant-based foods. behavior will
45%
continue to
40% grow!
% of Respondents
31%
20% 17%
5%
1% 1%
0%
Much more often Somewhat more About the same Somewhat less Much less often Do not eat plant-
often often based foods &
never will
29Improve Your Raise Your
infrastructure Taxes
?
+ Hell, Yes! - Not in My Backyard
3048% of population 29% of population admits
+ says they plan to
eat MORE
- to trying to eat LESS of
what they LOVE!
plant-based foods.
31Omnivore: I Eat A I Eat Mostly I am a Vegan:
I Eat A Wide Variety Vegetarian, but Vegetarian: I eat No
Wide Variety of Foods But Occasionally No Animal
of Foods Trying To Eat Eat Meat, Dairy, Meat, Pork, Products
LESS Meat, Pork, etc. Chicken, etc.
Dairy, Pork, etc.
Eating Vegan at Panera
Dining out vegan can be tricky, but at Panera, we
think it should be easy for you to eat the way you
want.
At Panera, items designated as vegan have no
animal sources: no meat, fish, shellfish, milk, egg
or honey products, and no enzymes and rennet
from animal sources.
32Vegetarian: Lacto Vegetarian: Lacto-Ovo Vegan:
No No Vegetarian: Only plant-
Meat, Meat, No based foods
Fowl, Fowl, Meat,
Pork Pork, Fowl,
Dairy Pork,
Dairy,
Eggs
A lot of baggage on this end of the continuum. 33Positivity matters when it comes to what people eat!
Q. WHAT COMES TO MIND FOR EACH STATEMENT…
Consumers were forced to pick 1:
100% Plant-based Vegan
The future + 83% 17%
More flexible + 79% 21%
More for me + 76% 24%
Going to taste better+ 73% 27%
Healthier + 68% 32%
More of a dietary choice 59% 41%
Somewhat unclear 55% 45%
More of a lifestyle than a diet 39% 61%
Old school 26% 74%
35Q. WHAT COMES TO MIND FOR EACH STATEMENT…
100% Plant-based Vegan
The future 83% 17%
More flexible 79% 21%
More for me 76% 24%
Goring to taste better 73% 27%
Healthier 68% 32%
More of a dietary choice 59% 41%
Somewhat unclear 55% 45%
More of a lifestyle than a diet 39% 61%
Old school 26% 74%
36
Bold=Higher scoreQ. WHAT COMES TO MIND FOR EACH STATEMENT…
100% Plant-based Vegan
The future 83% 17%
More flexible Means making
79% choices 21%
More for me at the table
76% 24%
Goring to taste better 73% 27%
Healthier 68% 32%
More of a dietary choice 59% 41%
Somewhat unclear 55% 45%
More of a lifestyle than a diet 39% 61%
Old school 26% 74%
37
Bold=Higher scoreQ. WHAT COMES TO MIND FOR EACH STATEMENT…
100% Plant-based Vegan
The future 83% Means making
17% ethical
More flexible 79% choices…
21%
which are hard,
More for me 76% 24%
and sometimes naked
Goring to taste better 73% 27%
Healthier 68% 32%
More of a dietary choice 59% 41%
Somewhat unclear 55% 45%
More of a lifestyle than a diet 39% 61%
Old school 26% 74%
38
Bold=Higher score+ -
Plant Based Vegan
= =
Celebration Deprivation
39Q. WHAT COMES TO MIND FOR EACH STATEMENT…
100% Plant-based Vegan
The future 83% 17%
More flexible 79% 21%
More for me
PB 76%
needs Vegan carries
24%
clarification for some baggage
Goring to taste better 73% 27%
some people
Healthier 68% 32%
More of a dietary choice 59% 41%
Somewhat unclear - 55% 45%
More of a lifestyle than a diet 39% 61%
Old school - 26% 74%
40
Bold=Higher scoreThe V Word
100% Plant Based
Q. TOP 3 REASONS FOR CHOOSING TO EAT PLANT-BASED FOODS MORE OFTEN?
General health benefits 76%
Lose weight 44%
Feel better when eat plant-based foods 44%
Better for environment 31%
Help manage health condition 28%
#1 reason
Don't like eating animals treated with horomones 23%
by 34% points!
Animal welfare 23%
Food intolerances/sensitivities 13%
Persuaded by friends/family 7% “It’s better for me”
My kids eat plant-based 3%
Doctor/test confirmed food allergies 2%
0% 20% 40% 60% 80%
% of Respondents
43Q. TOP 3 REASONS FOR CHOOSING TO EAT PLANT-BASED FOODS MORE OFTEN?
General health benefits 76%
Lose weight 44%
Feel better when eat plant-based foods 44%
Better for environment 31% Top 3
Help manage health condition 28% Responses:
Don't like eating animals treated with horomones 23% health &
Animal welfare 23% well-being
Food intolerances/sensitivities 13%
Persuaded by friends/family 7%
Ethical reasons
come in at
My kids eat plant-based 3%
#4 & #7
Doctor/test confirmed food allergies 2%
0% 20% 40% 60% 80%
% of Respondents
44Q. TOP 3 THINGS YOU’LL DO TO INCREASE CONSUMPTION OF PLANT-BASED FOODS AT HOME?
+ more vegetables
Eat 64%
+ Eat more salads 43%
+ Eat more fruit 38%
Eat less meat 29%
Eat more legumes/beans 22%
Eat more nuts/seeds 22%
Eat more grains 17% The takeaway:
Eat more plant-based meat products 16%
Eat more plant-based non-dairy products 15% Focus on the positives!
Seek out plant-based meals at restaurants 11%
Eat more plant-based protein powders/shakes 7%
Eat more plant-based chicken substitues 5%
Eat less dairy 4%
Seek out plant-based meals from delivery service 4%
0% 20% 40% 60% 80%
% of Respondents
45Gen Z Millennial Gen X Baby Boomer Greatest Gen
Health benefits Health benefits Health benefits Health benefits Health benefits
(33%) (27%) (25%) (27%) (31%)
Lose weight
Animal welfare Lose weight Feel better when eat PB Feel better when eat PB
(21%)
(33%) (17%) (15%) (15%)
Feel better when eat PB Feel better when eat PB Lose weight Manage health condition
Lose weight (13%)
(33%) (16%) (14%) (12%)
Animal welfare /
Better for environment Manage health condition
Better for environment (11%) Don’t like eating animals with
(12%) (13%)
hormones
(10%)
46Q. WHERE ARE YOU MOST LIKELY TO TRY A PLANT-BASED DISH?
1/3 of consumers MOST
60% LIKELY
54%
to try
PB dishes AFH!
40%
% of Respondents
33%
20%
10%
3%
0%
At home Away from home Home of friends/family Other
(restaurant, café, etc.)
47Menu Item % of Consumers Who Want
Use meaty terms!! to Try
Applewood Smoked Porto’house with chard and garlic,
polenta, and V1 steak sauce
52%
Restaurant: Plant
Steak Sauce
Hot “Chicken” Fried Steak with avocado puree, sliced
heirloom tomatoes
Chicken Fried 49%
Restaurant: Plum Bistro
“Crab” Cakes ”Crab” Cakes: hearts of palm, granny smith apples, with
horseradish aioli.
46%
Restaurant: Crossroads Kitchen
Tomato “Tuna” with pickled ginger pears, avocado mousse,
pomegranate crème fraiche
37%
Restaurant: Elizabeth’s Gone Raw
Wood-Roasted Carrot, kimchee “Reuben,” pumpernickel,
sauerkraut puree
33%
Restaurant: Vedge
Source: Datassential Modern MeatlessUse meaty terms!! And anything Steak Sauce Chicken Fried “Crab” Cakes “In Quotes”
Q. HOW LIKELY TO ORDER PLANT-BASED ____ FROM YOUR TRUSTED RESTAURANT?
% Definitely/Probably Order
Plant-based Entrée Salad 86%
Dishes
Plant-based Side Dish 84% that
Plant-based Appetizer 78%
usually
contain
Plant-based Pasta Entrée 72% veg
Plant-based Main Dish 70% Dishes
driven by
Plant-based Sandwich 65% meat or
cheese!
Plant-based Burger 65%
Plant-based Pizza 56%
0% 20% 40% 60% 80% 100%
% of Respondents
50Q. OF THE PLANT-BASED FOODS YOU’VE TRIED IN THE PAST, HOW SATISFIED WERE YOU?
Satisfied Not Satisfied Never Tried
Plant-based Entrée Salad 73% 9% 18%
Dishes
that Plant-based Side Dish 69% 12% 20%
usually
Plant-based Burger 62% 22% 16%
contain
veg Plant-based Appetizer 61% 13% 26%
Dishes
Plant-based Main Dish 58% 15% 27%
driven by
meat or Plant-based Pasta Entrée 56% 16% 28%
cheese!
Plant-based Sandwich 54% 17% 30%
Plant-based Pizza 45% 21% 34%
0% 20% 40% 60% 80% 100%
51Note: concepts rotated
to avoid order bias…
Let’s see what we can learn
from testing 2 different
versions of the same
concept
52Black Bean Burger
Concept Test
53The Black Bean Burger
A delicious burger that starts with a custom crafted black bean patty made with black beans
and roasted vegetables and a blend of spices, tender on the inside and slightly crusted on the
outside by grilling. Served on a toasted multigrain bun.
The Black Bean Burger comes with your choice of toppings: non-dairy cheddar, pepper jack, or
mozzarella cheese, non-dairy Parmesan ranch or mayo, pickles, lettuce, tomato, onion,
ketchup, or mustard.
54Q. HOW LIKELY WOULD YOU BE TO BUY THE BLACK BEAN BURGER?
TOTAL
SAMPLE
Did not meet our
N=1,148
norms…
Definitely buy 31%
But what if we
Probably buy 26%
put this on the
TOP 2 BOX (60%) 57% menu JUST for
Flexitarians and
Might/might not buy 20%
Vegetarians?
Probably not buy 14%
Definitely not buy 9%
Weighted purchase intent 55
55Q. PURCHASE INTEREST IN BLACK BEAN BURGER BY SELF-DESCRIBED DIET
Top 2 Box: Def + Prob Would Buy
80%
70%
60%
50%
Exceeds norm for
ALL categories
40%
except
30%
20%
Omnivores
10%
(Non –Flex)
0%
Eat a Variety - incl meat, Eat a Variety - trying to Mostly Vegetarian Vegetarian Vegan
dairy, etc. eat LESS meat, etc.
56Q. HOW SHOULD WE DESCRIBE THIS BURGER ON MENU OF YOUR TRUSTED RESTAURANT?
Black Bean Burger 46%
Veggie Burger 11%
Plant-Based Protein Burger 9%
Vegetable and Grain Burger 8%
Vegan Burger 5%
Vegetarian Burger 5%
Plant-Based Burger 4%
Meat Free Burger 3% Negativity!!
Made Entirely out of Plants 2%
Animal Meat Free Burger 2% Negativity!!
0% 20% 40% 60%
57Q. IF TOPPINGS INCLUDED DAIRY, CHEESES, MAYO, AND SAUCES WOULD YOU BE . . .
~ 1/2 of consumers want dairy on their
60% plant-based burger!
46%
44%
40%
20%
10%
0%
More likely to buy it Unaffected by those options Less likely to buy it
58Remember, 1/3 of
consumers are
Flexitarian… they’re not
committed!Q. WHAT, IF ANYTHING, COULD WE DO TO IMPROVE THIS BURGER FOR YOU?
Top Improvements—The Black Bean Burger
Remember, 1/3 of our
NOTHING! It looks good!
sample is Flexitarian…
Use real (dairy) cheese /good cheese they’re not committed!
Make sure its not dry
Do not like black beans: would prefer “non-bean” burger
60Incredible Burger
Concept Results
61The Incredible Burger
It’s here. A delicious burger made entirely out of plants for people who love the taste of juicy, meaty
burgers. For even more authentic real burger flavor, we grill it and serve it on a toasted multigrain bun.
The Incredible Burger comes with your choice of toppings: non-dairy cheddar, pepper jack, or
mozzarella cheese, non-dairy Parmesan ranch or mayo, pickles, lettuce, tomato, onion, ketchup, or
mustard.
62Q. HOW LIKELY WOULD YOU BE TO BUY THE INCREDIBLE BURGER?
TOTAL
SAMPLE
Did not meet our
N=1,148
norms…
Definitely buy 28%
But what if we
Probably buy 26%
put this on the
TOP 2 BOX (60%) 54% menu JUST for
Flexitarians and
Might/might not buy 24%
Vegetarians?
Probably not buy 14%
Definitely not buy 9%
Weighted purchase intent 50
63Q. HOW LIKELY WOULD YOU BE TO BUY THE INCREDIBLE BURGER?
Top 2 Box: Def + Prob Would Buy
80%
70%
60%
50%
Met norms only for
40% vegans, vegetarians,
30% and
20% mostly vegetarian
10%
0%
Eat a Variety - incl Eat a Variety - trying Mostly Vegetarian Vegetarian Vegan
meat, dairy, etc. to eat LESS meat,
etc.
64Q. BEST WAY TO DESCRIBE THIS INCREDIBLE BURGER (FROM RESTAURANT)?
For people who love the taste of meat 27%
Veggie Burger 17%
Plant-based Protein Burger 12%
Vegetarian Burger 9%
Meat-Free Burger 7%
Meat-Free Burger 6% Positivity
Plant-based Burger 6% wins again!
Vegan Burger 5%
Made entirely out of plants 3%
Animal Meat-Free Burger 2%
0% 20% 40%
65Q. WHAT ARE YOUR EXPECTATIONS FOR THIS BURGER?
Top 6 Expectations
The Black Bean Burger The Incredible Burger
N=1,163 N=1,163
Better for me Better for me
High in protein High in protein
Will taste delicious Will taste delicious
Low in fat Easier on my digestive system
Low in calories Low in fat
Easier on my digestive system Feel lighter after eating
We can do better!
66Q. WHAT, IF ANYTHING, COULD WE DO TO IMPROVE THIS BURGER FOR YOU?
Top Improvements—The Incredible Burger
NOTHING!
Make it look less like meat
Add real (dairy) cheese
Issue here is
Explain exactly what is in the burger explaining what’s
Add more toppings (avocados, veggies, sauces, etc.) in it
67Q. IF TOPPINGS FOR INCREDIBLE BURGER INCLUDED DAIRY, CHEESES, MAYO, AND SAUCES…
Almost identical to
60% Black Bean Burger!
47%
43%
40%
% of Respondents
20%
10%
0%
More likely to buy it Unaffected by those options Less likely to buy it
6869
Q. WHICH BURGER DO YOU PREFER?
60%
Very close!!
47%
42%
40%
% of Respondents
20%
11%
0%
Prefer Black Bean Burger Prefer Incredible Burger I would not buy either burger
70Q. WHICH BURGER DO YOU PREFER?
Self-described diet…
Mostly Veg… Trying to eat LESS Eat a Variety -
Vege-
Vegan Occasional meat, meat, dairy, fish, including meat,
tarian
poultry, etc. poultry dairy, fish, poultry
N=27 N=31 N=116 N=146 N=805
Black Bean 42% 48% 59% 50% 45%
Burger
Incredible 58% 44% 38% 42% 42%
Burger
Whaaaaaa? Of course… as vegans they’ve made
lifestyle decision to
eat beans every day!!71Q. WHY DO YOU PREFER EACH BURGER?
Reasons for Preferring Reasons for Preferring
The Black Bean Burger The Incredible Burger
Love black beans / good source of protein
Sounds better than a Black Bean Burger
Familiar, real ingredients “black beans and roasted
There are no beans!
veggies”. Know what to expect.
Seems more natural. Nothing mysterious. Don’t like Would taste like a regular (meat) burger
burgers made to taste like meat.
Looks and sounds more appetizing
Looks and sounds more appetizing
72Plant based food sales in US exceeded $5 Billion in 2016
PB +8.1% over last 12 months VS. +0.2% for all food
90% = dairy + meat alternatives
Trend Platform• Mattson 2nd study on eating trends
• Online survey fielded August, 2017
• n=390 consumers completed survey
76Most plant-based meat alternatives sold FROZEN
Consumers generally want FRESH
Let’s find out if it’s true here.78
Q. WHICH FORM OF BURGER DO YOU PREFER? Total Sample, n=390
60% 56%
44%
40%
% of Respondents
20%
0%
Raw from the refrigerated meat or refrigerated Fully-cooked from the freezer section
produce section
79Q. WHICH FORM OF BURGER DO YOU PREFER? n=390
By Generational Group
80%
60% 57% 56%
54%
% of Respondents
50% 50%
46% 44%
43%
40%
20%
0%
Raw from the refrigerated meat or refrigerated produce Fully-cooked from the freezer section
section
Age 23-32 Age 33-52 Age 53-71 Age 71+
80Q. WHERE IN STORE WOULD YOU PREFER TO BUY RAW PLANT-BASED BURGERS? n=390
80% 75%
60%
% of Respondents
40%
25%
20%
0%
Refrigerated MEAT section Refrigerated PRODUCE section
81n=390 82
Q. WHAT FORM OF GROUND DO YOU PREFER? n=390
80%
65%
60%
% of Respondents
40% 35%
20%
0%
Raw from the refrigerated meat or refrigerated Fully-cooked from the freezer section
produce section
83Q. WHERE IN STORE WOULD YOU PREFER TO BUY RAW PLANT-BASED “GROUND”? n=390
80%
68%
60%
% of Respondents
40%
32%
20%
0%
Refrigerated MEAT section Refrigerated PRODUCE section
84n=390
Plant-based chick’n strips
85n=390
Q. WHICH FORM OF CHICK’N STRIPS DO YOU PREFER?
80%
60%
52%
% of Respondents
48%
40%
20%
0%
Raw from the refrigerated chicken or refrigerated Fully-cooked from the freezer section
produce section
86Q. WHERE IN STORE WOULD YOU PREFER TO BUY “CHICK’N STRIPS”? n=390
80%
68%
60%
% of Respondents
40%
32%
20%
0%
Refrigerated MEAT section Refrigerated PRODUCE section
87All plant-based meats +6% versus YAG.
Refrigerated PB meats +23% versus YAG.
Plant-based meat = 2.1% of meat sales.
Plant-based milk = 9.3% of milk sales.THE OPPORTUNITIES ARE EVERYWHERE!
dairy
Frozen
and
Center Storen=390
Q. ONE OF THE WAYS TO MAKE PLANT-BASED
REFRIGERATED MEAT ALTERNATIVES SAFE IS TO USE HIGH
WATER PRESSURE INSTEAD OF TRADITIONAL HIGH HEAT
PASTEURIZATION TO KILL BACTERIA AND TOXINS.
WHAT’S THE BEST WAY TO TALK ABOUT THIS TYPE OF
PROCESS?
90Cold pasteurized Cold pressed Cold pressed Cold pressured Cold water pasteurized Cold water pressed High pressure pasteurized No-heat pasteurized Water pasteurized Water pressed Other
Q. WHAT’S THE BEST WAY TO TALK ABOUT THIS TYPE OF PROCESS? n=390
High pressure pasteurized 38%
No-heat pasteurized 11%
Water pasteurized 10%
Cold water pasteurized 9%
Cold water pressed 8%
Cold pressed 8%
Cold pasteurized 6%
Water presssed 5%
Other 4%
Cold pressured 3%
0% 20% 40%
% of Respondents
92Q. WHAT’S THE BEST WAY TO TALK ABOUT THIS TYPE OF PROCESS? n=390
By Generational Group
AgeMillennial
23-32 39% 13% 11% 5% 10% 10% 2% 5% 2%
High pressure pasteurized
No-heat pasteurized
Age 33-52 36% 11% 11% 9% 6% 10% 9% 4% 3% Water pasteurized
Gen X
Cold water pasteurized
Cold water pressed
Boomers
Age 53-71 39% 10% 9% 11% 10% 4% 3% 5% 3% Cold pressed
Cold pasteurized
Water pressed
AgeSilent
71+ 30% 1% 10% 1% 10% 10% 30% 10% Cold Pressured
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
93Q. WHY DID YOU SELECT HIGH PRESSURE PASTEURIZED?
Top Reasons for Selecting High Pressure Pasteurized
Self explanatory / easy to understand / most straightforward
Most descriptive without being confusing
Most logical of the processes listed
High pressure = clean, sanitary, safe, healthy
Best fit for the products shown
94“HPP sounds like a process that would really kill bacteria.”
"Cold doesn't seem sanitary”
”Water seems like it dilutes flavor”
“High pressure pasteurized sounds scientific and sanitary.”
“I get the impression of a more thorough process.”
“Everyone is familiar with pasteurization. 'High Pressure' sounds modern and new.”
“I think of high pressure as a high pressure washer. I know the item will be clean and safe.”
951/3 of population Flexitarian
½ will eat more plant-based
foods next year
Consumers want fresh plant-
based “meat”
And they want you to tell them
exactly what the process is
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