Since the mission of the PlantEurope Network is to connect plant-based pioneers, members of the network are invited to join network events to benefit from the knowledge of other members. 

Our most recent members meeting gave participants the opportunity to ask questions to two renowned researchers about consumer expectations of plant-based products. 

Joining the attendees to give their insight were João Graça, Assistant Professor at the University of Groningen (Communication and Information Sciences) alongside Ramona Weinrich, Jun.-Prof. Dr. at the University of Hohenheim (Institute for Agricultural Policy and Agricultural Market Theory). Among the key takeaways were the following points: 

• The speakers noted that one of the most important factors when it comes to consumer acceptance of novel foods is taste. If the product does not taste good, the consumer will not try it a second time. Other important factors include the price (plant-based products should ideally be cheaper than meat), information on the product (ingredients, method of preparation, recipes, et cetera). Ramona Weinrich noted as an example for food based on microalgae - that it doesn't matter how much algae is in the product, because once a consumer decides to buy it, it doesn't matter to them how high the percentage of algae inside it is.
• Concerning research suggesting that labels such as “plant-based” are more appealing to a wider range of consumers than “vegan” the takeaway was that the term “plant-based” appears to be more inclusive. But there is an interesting study indicating that some restaurants may sell more meals with the “vegan” label than with “plant-based meals”. 
• On whether it is necessary to have policies influencing consumer choices, João Graça noted that this is not a question of whether influence should be there or not, because influence is already being exerted on individuals to a great extent. Individual eating habits are being shaped by a food environment and especially young people are responding to these trends. It is rather a question of in which direction to shape them. Through nudging, encouragement and enablement, for example, instead of forcing people directly to eat less meat, the food environment can be shaped towards one that is within the planetary boundaries. 
• Considering the health aspect of plant-based products and their perception from consumers both experts said that there is generally a Halo effect, meaning that plant-based products are often considered to also be healthier than meat. But there can also be unhealthy vegan food, for example highly processed food. Ramona Weinrich suggested that it would be good to have a Nutri Score on all products. 

João Graça and Ramona Weinrich were also kind enough to share a few links to further research on the topic. You can access the links via our resource page here.