Page 52 - Cubo - Winning In Plant-Based

We believe this can all
No such thing

be achieved by working

as the ‘average’
with our 3C’s

plant-based

consumer!
Above all, in an exciting

category with ample room

for growth look to embrace

reward, rather than focus

on minimising risk Q2. Which of the following best describes South
Q2. Which of the following best describes
your diet? Aus Brazil China Ger India Italy TurkeyAfrica UK US
your diet?
AVE 1759 8023 670 3969 3161 10607 676 1047 3816 3230
Carnivore (include meat / dairy
The opportunities are there, Carnivore (include meat / dairy 39% 51% 40% 18% 50% 17% 43% 31% 45% 50% 48%
products in my diet)
products in my diet)
Carnivore but trying to include more
but you need to be bold Carnivore but trying to include more
vegan / plant-based meals in my diet
vegan / plant-based meals in my diet 21% 21% 25% 28% 20% 9% 24% 24% 26% 16% 20%
Flexitarian (mostly plant-based / vegan
Flexitarian (mostly plant-based / vegan
but sometimes eat meat / dairy)
but sometimes eat meat / dairy) 15% 10% 14% 32% 16% 18% 9% 11% 13% 12% 11%
Vegetarian
Vegetarian 10% 5% 6% 8% 5% 43% 5% 8% 5% 7% 5%
Other 8% 8% 10% 3% 3% 3% 13% 17% 7% 6% 10%
Other
Vegan
Vegan 4% 3% 3% 6% 3% 7% 2% 6% 2% 4% 3%
Pescatarian (do not eat meat, but do
Pescatarian (do not eat meat, but do
know who they are, keep them at the
Consumer heart of the development process, eat fish) 3% 2% 2% 5% 3% 3% 4% 3% 2% 5% 3%
eat fish)
and design for your target
– don’t soften the focus

Commercial know what you need to achieve with
your NPD, focus on longevity and
stay 100% true to the brand and it’s
aspirations

Culinary be creative, look outside of the norm,

challenge convention, ask ‘what if?’
not assume 'we can’t’
CUBO May 2019 Quick Vote via Toluna n=36,958

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