Page 2 - Cubo - Winning In Plant-Based

The ‘vegan explosion’

Introduction is a huge opportunity…

Anyone operating in the category will
have seen and read a plethora of stats
Here we provide our reflections on the growing showing the plant-based market is
growing
plant-based market. We suggest how you can
drive success for your brand (as presented
These selected statistics reflect how
originally at The Future of Plant-Based Proteins things have accelerated recently –
conference (Amsterdam, June 2019) translating into both consumer
interest and behaviour

We would be delighted to hear any feedback or The US and UK are at the vanguard

questions, and to explore the opportunities that of development, with other hotbeds
existing in the likes of Germany,
plant-based might represent for your brand! Perhaps even more
Sweden and Holland (and kicking-on
importantly though, the
in Brazil) – but as we will see later, the
category is showing signs
trend towards plant-based is set to
of maturing. The launch
become a worldwide phenomenon,
of more confident, ‘niche’
gaining momentum fast…
products like “F-ish”
above (cleverly branded,
targeted and very
Instgrammable!) show
Our aim is to provide: that we’ve moved well

beyond the functional
products of the early
• A broad overview of the category
days, towards a category
and key consumer drivers that can sustain a range

of alternative options and

• A view on how things are likely price points
to evolve in the near future

This suggests it will

• Recommended focus areas to eventually grow to mirror
many other sectors in
achieve longer-term success
sustaining a mainstream
in such a fluid category and a more ‘craft’

segment… and likely
a budget, own-label
dominated end as well

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