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We’ve been conducting research around trends and sharing these with the insights community for some time now, and our latest piece adds to a long history of exploring ingredients:
Along with Ian’s examples of how the brand has navigated the plant-based space, Martin Oxley, MD for buzzback in Europe, shared our latest research on Plant-Based and Botanical products, setting out to understand:
A few high-level themes emerged:
Lastly, one key finding that should excite brands in this area: consumer knowledge is very top level (when prompted they know the names of plant based and botanical ingredients, but there is no depth of understanding), but they are very interested and open to trying.
For inspiration for your brand, view the recording of the presentation here