Identifying the Key Success Factors of Plant-Based Food Brands in Europe
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Identifying the Key Success Factors of Plant-Based Food Brands in Europe. / Rini, Listia; Schouteten, Joachim J.; Faber, Ilona; Bechtold, Kai-Brit; Perez-Cueto, Federico J.A.; Gellynck, Xavier; De Steur, Hans.
In: Sustainability (Switzerland), Vol. 15, No. 1, 306, 2023.Research output: Contribution to journal › Journal article › Research › peer-review
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TY - JOUR
T1 - Identifying the Key Success Factors of Plant-Based Food Brands in Europe
AU - Rini, Listia
AU - Schouteten, Joachim J.
AU - Faber, Ilona
AU - Bechtold, Kai-Brit
AU - Perez-Cueto, Federico J.A.
AU - Gellynck, Xavier
AU - De Steur, Hans
N1 - Publisher Copyright: © 2022 by the authors.
PY - 2023
Y1 - 2023
N2 - Plant-based food (PBF) is on the rise as an alternative for animal-based food. Europe is leading in the market size compared with the global market. However, the high failure rate for new food products is challenging the success of new PBF in the market. This paper aims to unravel the key success factors (KSFs) from existing brands, contributing to the knowledge on how to achieve success in PBF market. Two subsequent studies employing online surveys were included, which targeted food expert participants. Study 1 focused on the collection of KSFs related to PBF brands utilizing the card sorting approach. Study 2 employed cluster analysis to further investigate the KSFs among different PBF brands. The findings identified six clusters of KSFs under the external and internal factors supporting the success of the PBF brands. Two (‘Consumer’ and ‘Trend’) and four (‘Ideology’, ‘Marketing strategy’, ‘Innovation management’, and ‘Management structure’) clusters were assigned into external and internal factors, respectively. Furthermore, cluster analysis identified four brand clusters: ‘Mature’, ‘Targeted’, ‘Newcomer’, and ‘Established but diversifying’ clusters. Each brand cluster utilized different KSFs into their strategies; however, both external and internal factors were applied, suggesting that there is no one-size-fits-all KSF to succeed in the market.
AB - Plant-based food (PBF) is on the rise as an alternative for animal-based food. Europe is leading in the market size compared with the global market. However, the high failure rate for new food products is challenging the success of new PBF in the market. This paper aims to unravel the key success factors (KSFs) from existing brands, contributing to the knowledge on how to achieve success in PBF market. Two subsequent studies employing online surveys were included, which targeted food expert participants. Study 1 focused on the collection of KSFs related to PBF brands utilizing the card sorting approach. Study 2 employed cluster analysis to further investigate the KSFs among different PBF brands. The findings identified six clusters of KSFs under the external and internal factors supporting the success of the PBF brands. Two (‘Consumer’ and ‘Trend’) and four (‘Ideology’, ‘Marketing strategy’, ‘Innovation management’, and ‘Management structure’) clusters were assigned into external and internal factors, respectively. Furthermore, cluster analysis identified four brand clusters: ‘Mature’, ‘Targeted’, ‘Newcomer’, and ‘Established but diversifying’ clusters. Each brand cluster utilized different KSFs into their strategies; however, both external and internal factors were applied, suggesting that there is no one-size-fits-all KSF to succeed in the market.
KW - brand analysis
KW - card sorting
KW - cluster analysis
KW - Europe
KW - food expert
KW - food marketing
KW - key success factor
KW - plant-based food
U2 - 10.3390/su15010306
DO - 10.3390/su15010306
M3 - Journal article
AN - SCOPUS:85145894143
VL - 15
JO - Sustainability
JF - Sustainability
SN - 2071-1050
IS - 1
M1 - 306
ER -
ID: 333693112