Finding Growth in a Changing Food Market

SoFine partnered with Trakkster to understand how consumers think about plant-based food - from dedicated vegetarians to flexitarians and meat-eaters. The goal was to uncover the behaviours shaping category growth and how SoFine could strengthen its position.

The Challenge of Positioning

Plant-based food is no longer a niche - but breaking out of a small category into the mainstream brings new challenges. Should SoFine stay focused on its loyal core audience, or adapt to appeal to everyone? The answer required a deeper look at how different consumer groups decide what ends up on their plates.

Insights Into Consumer Segments

Our research revealed stark differences in motivations: while vegetarians often seek identity and values, flexitarians are driven by convenience, taste, and variety. Meat-eaters, meanwhile, approach plant-based options with curiosity but also scepticism. Understanding these nuances helped SoFine see not only who to target, but how to speak to them.

Implications for Growth

The findings showed that high awareness in a small category is valuable but limiting. By mapping behaviours across segments, SoFine gained clarity on how to balance its stronghold among vegetarians with strategies that attract flexitarians - the group driving the biggest potential for growth.

The Risk of Staying Narrow

If brands only speak to the converted, they risk missing the wider market. Behavioural insights gave SoFine the perspective needed to expand its reach without losing its identity.