Page 24 - Cubo - Winning In Plant-Based

We need to move beyond demographic or

attitudinal segmentations, and instead
consider the prevailing mindsets that drive

consumer choice

We can see it makes little sense to

have a stereotype of the ‘average CHOICE

plant-based food eater’ in our heads

– if we do, we’ll be wrong far more often

then we’re right!

Plant-based will become a mainstream Emotion Health Naturalness

category, and it will be complicated – Function Situation

just like most food and drink markets! Ethics

Economy
MINDSET
It’s important to understand and Eating

harness this complexity, building Philosophy
a detailed understanding of the

consumer and their motivations. etc.

This allows us to build simpler,

more targeted propositions that These mindsets are multi-faceted and
impacted by all of the factors shown above
play strongly to a specific need

Complicated as this might seem, it is possible to measure
accurately (using in-the-moment data collection), to break it
down, and to arrive at a number of mindsets that provide a much
clearer and more nuanced view of the market. This provides the
clarity needed to build differentiated platforms, to innovate with
confidence towards a target mindset, rather than trying to arrive
at a one-size-fits-all solution, which is rarely possible

We believe this level of understanding is
key to unlocking success in the market

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