Identifying the Key Success Factors of Plant-Based Food Brands in Europe

Listia Rini (), Joachim J. Schouteten, Ilona Faber, Kai-Brit Bechtold, Federico J. A. Perez-Cueto, Xavier Gellynck and Hans De Steur
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Listia Rini: Division Agri-Food Marketing and Chain Management, Department of Agricultural Economics, Faculty of Bioscience Engineering, Ghent University, Coupure Links 653, B-9000 Gent, Belgium
Joachim J. Schouteten: Division Agri-Food Marketing and Chain Management, Department of Agricultural Economics, Faculty of Bioscience Engineering, Ghent University, Coupure Links 653, B-9000 Gent, Belgium
Ilona Faber: Department of Food Science, Faculty of Science, University of Copenhagen, Rolighedsvej 26, 1958 Frederiksberg C, Denmark
Kai-Brit Bechtold: ProVeg International, Genthiner Straße 48, 10785 Berlin, Germany
Federico J. A. Perez-Cueto: Department of Food Science, Faculty of Science, University of Copenhagen, Rolighedsvej 26, 1958 Frederiksberg C, Denmark
Xavier Gellynck: Division Agri-Food Marketing and Chain Management, Department of Agricultural Economics, Faculty of Bioscience Engineering, Ghent University, Coupure Links 653, B-9000 Gent, Belgium
Hans De Steur: Division Agri-Food Marketing and Chain Management, Department of Agricultural Economics, Faculty of Bioscience Engineering, Ghent University, Coupure Links 653, B-9000 Gent, Belgium

Sustainability, 2022, vol. 15, issue 1, 1-15

Abstract: 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.

Keywords: brand analysis; Europe; card sorting; cluster analysis; food expert; key success factor; food marketing; plant-based food (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
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