{"id":42381,"date":"2023-04-14T15:55:15","date_gmt":"2023-04-14T19:55:15","guid":{"rendered":"https:\/\/www.sisinternational.com\/?page_id=42381"},"modified":"2026-05-05T16:22:10","modified_gmt":"2026-05-05T20:22:10","slug":"%e7%b4%a0%e9%a3%9f%e5%b8%82%e5%9c%ba%e8%b0%83%e6%9f%a5-2","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/zh\/%e8%a7%a3%e5%86%b3%e6%96%b9%e6%a1%88\/%e9%a3%9f%e5%93%81%e9%a5%ae%e6%96%99%e8%a1%8c%e4%b8%9a%e5%b8%82%e5%9c%ba%e8%b0%83%e6%9f%a5\/%e7%b4%a0%e9%a3%9f%e5%b8%82%e5%9c%ba%e8%b0%83%e6%9f%a5-2\/","title":{"rendered":"Vegetarian Market Research: What Category Leaders Do"},"content":{"rendered":"
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\u7d20\u98df\u5e02\u573a\u7814\u7a76<\/h1>\n
\"SIS<\/figure>\n<\/p>\n

\u7d20\u98df\u5e02\u573a\u7814\u7a76\u4e3a\u7d20\u98df\u8005\u63d0\u4f9b\u4e86\u5404\u79cd\u4ea7\u54c1\u548c\u670d\u52a1\uff0c\u8fd9\u4e9b\u4ea7\u54c1\u548c\u670d\u52a1\u4e3a\u7d20\u98df\u8005\u63d0\u4f9b\uff0c\u7d20\u98df\u8005\u901a\u5e38\u4e0d\u5403\u8089\u3001\u5bb6\u79bd\u3001\u9c7c\u548c\u5176\u4ed6\u52a8\u7269\u6e90\u6027\u98df\u6750\u3002\u8be5\u5e02\u573a\u5305\u62ec\u7d20\u98df\u98df\u54c1\u3001\u996e\u6599\u548c\u8865\u54c1\uff0c\u4ee5\u53ca\u7d20\u98df\u670d\u88c5\u3001\u5316\u5986\u54c1\u548c\u5bb6\u5c45\u7528\u54c1\u7b49\u975e\u98df\u54c1\u4ea7\u54c1\u3002<\/p>\n

\u7d20\u98df\u5e02\u573a\u7814\u7a76\u884c\u4e1a\u7ec6\u5206<\/h2>\n

\u7d20\u98df\u884c\u4e1a\u6db5\u76d6\u4e86\u5404\u79cd\u5404\u6837\u7684\u4f01\u4e1a\uff0c\u8fd9\u4e9b\u4f01\u4e1a\u4e3a\u7d20\u98df\u8005\u63d0\u4f9b\u4ea7\u54c1\u548c\u670d\u52a1\uff0c\u800c\u7d20\u98df\u8005\u901a\u5e38\u7981\u6b62\u98df\u7528\u8089\u7c7b\u3001\u9e21\u8089\u3001\u9c7c\u7c7b\u548c\u5176\u4ed6\u52a8\u7269\u98df\u54c1\u3002\u7d20\u98df\u5e02\u573a\u7814\u7a76\u7684\u6570\u636e\u548c\u7b56\u7565\u6765\u6e90\u5305\u62ec\u8bb8\u591a\u7ec6\u5206\u5e02\u573a\uff0c\u4f8b\u5982\u7d20\u98df\u98df\u54c1\u548c\u996e\u6599\u3001\u8865\u5145\u5242\u3001\u975e\u98df\u54c1\u5546\u54c1\u548c\u670d\u52a1\u3002<\/p>\n

\u98df\u54c1\u548c\u996e\u6599<\/strong><\/p>\n

The vegetarian industry’s food and beverage<\/a> sector is made up of companies that manufacture, supply, and market vegetarian food items. This covers plant-based substitutes for meat, dairy, eggs, and other items originating from animals. Fruits, vegetables, grains, legumes, nuts, seeds, plant-based sources of protein, dairy substitutes, meat substitutes, and other vegetarian food items can all be considered vegetarian food products. Often, these items are promoted to flexitarians, vegans, and vegetarians.<\/p>\n

\u8865\u5145\u5242<\/strong><\/p>\n

\u8865\u5145\u5242\u90e8\u95e8\u7531\u751f\u4ea7\u3001\u8425\u9500\u548c\u9500\u552e\u7d20\u98df\u53cb\u597d\u578b\u7ef4\u751f\u7d20\u548c\u81b3\u98df\u8865\u5145\u5242\u7684\u516c\u53f8\u7ec4\u6210\u3002\u4e0e\u7ecf\u5e38\u4f7f\u7528\u660e\u80f6\u7b49\u52a8\u7269\u6e90\u6027\u7269\u8d28\u7684\u4f20\u7edf\u8865\u5145\u5242\u4e0d\u540c\uff0c\u8fd9\u4e9b\u8865\u5145\u5242\u4e3b\u8981\u7531\u690d\u7269\u6e90\u5236\u6210\u3002\u591a\u79cd\u7ef4\u751f\u7d20\u3001\u77ff\u7269\u8d28\u3001\u03c9-3 \u8102\u80aa\u9178\u3001\u86cb\u767d\u7c89\u548c\u5176\u4ed6\u81b3\u98df\u8865\u5145\u5242\u53ef\u80fd\u4f1a\u51fa\u552e\u7ed9\u7d20\u98df\u8005\u548c\u7eaf\u7d20\u98df\u8005\uff0c\u4ed6\u4eec\u53ef\u80fd\u7531\u4e8e\u996e\u98df\u9650\u5236\u800c\u6709\u7279\u6b8a\u7684\u8425\u517b\u9700\u6c42\uff0c\u56e0\u6b64\u4f5c\u4e3a\u7d20\u98df\u8865\u5145\u5242\u3002<\/p>\n

\u975e\u98df\u54c1<\/strong><\/p>\n

The non-food items category within the vegetarian industry includes businesses that produce, distribute, and sell non-food products that cater to vegetarians. This may include vegetarian clothing, footwear, accessories, cosmetics, personal care products<\/a>, household products, and other non-food items that are certified as cruelty-free, vegan, and free from animal-derived ingredients. These products are typically marketed to environmentally conscious consumers<\/a>, ethical consumers, and those who follow a vegetarian or vegan lifestyle.<\/p>\n

\u670d\u52a1<\/strong><\/p>\n

\u7d20\u98df\u884c\u4e1a\u7684\u670d\u52a1\u4e1a\u7531\u63d0\u4f9b\u4e0e\u7d20\u98df\u4e3b\u4e49\u76f8\u5173\u7684\u670d\u52a1\u7684\u516c\u53f8\u7ec4\u6210\uff0c\u4f8b\u5982\u7d20\u98df\u9910\u5385\u3001\u9910\u996e\u670d\u52a1\u3001\u70f9\u996a\u8bfe\u7a0b\u3001\u81b3\u98df\u8ba1\u5212\u3001\u7d20\u98df\u8425\u517b\u54a8\u8be2\u4ee5\u53ca\u5176\u4ed6\u6ee1\u8db3\u7d20\u98df\u8005\u548c\u7eaf\u7d20\u98df\u8005\u996e\u98df\u8981\u6c42\u548c\u504f\u597d\u7684\u4e1a\u52a1\u3002\u90a3\u4e9b\u8fc7\u7740\u7d20\u98df\u6216\u690d\u7269\u6027\u751f\u6d3b\u65b9\u5f0f\u5e76\u5bfb\u6c42\u4e0e\u4ed6\u4eec\u7684\u996e\u98df\u504f\u597d\u76f8\u5339\u914d\u7684\u4e13\u4e1a\u670d\u52a1\u7684\u4eba\u901a\u5e38\u662f\u8fd9\u4e9b\u670d\u52a1\u7684\u76ee\u6807\u53d7\u4f17\u3002<\/p>\n<\/div>\n

Vegetarian Market Research: How Category Leaders Win the Plant-Forward Consumer<\/h1>\n

The vegetarian consumer has changed. Two decades ago, the buyer was ideological. Today, the buyer is flexitarian, calorie-aware, label-literate, and unwilling to trade flavor for virtue. That shift rewrites the brief for vegetarian market research.<\/p>\n

The category opportunity is real, but the win condition is narrow. Products that clear sensory parity with their animal-based reference perform. Products that rely on ethical positioning alone stall after trial. The firms gaining share understand the difference and structure their research accordingly.<\/p>\n

What Vegetarian Market Research Now Measures<\/h2>\n

Vegetarian market research has moved past attitudinal surveys and trend reports. The serious work happens in central location tests, descriptive analysis panels, and home-use trials that benchmark plant-based SKUs against the animal protein they intend to displace.<\/p>\n

Three measurement disciplines separate category leaders from category entrants. Hedonic scaling on a nine-point scale exposes whether overall liking matches the meat or dairy reference. JAR (just-about-right) scales on saltiness, juiciness, chewiness, and creaminess identify the specific attribute driving rejection. Penalty analysis quantifies how much each off-target attribute costs in mean liking, which tells R&D where to spend reformulation budget.<\/p>\n

According to SIS International Research, the most predictive single metric for plant-based repeat purchase is not stated purchase intent but the gap between blind and branded liking scores, a tell for whether the product is carrying the brand or the brand is carrying the product.<\/span><\/span><\/p>\n

The Flexitarian Is the Real Buyer<\/h2>\n

Strict vegetarians and vegans are a small share of category volume in most developed markets. Flexitarians, consumers who reduce but do not eliminate animal protein, drive the majority of plant-based dollar growth. Beyond Meat, Oatly, and Impossible Foods built their early scale on this buyer, not on the vegan core.<\/p>\n

This has a research implication that is often missed. Recruiting only self-identified vegetarians for concept-product fit testing produces favorable scores that do not replicate at retail. The flexitarian benchmarks against beef, chicken, and dairy. The strict vegetarian benchmarks against tofu and existing meat analogs. These are different reference frames and they yield different verdicts.<\/p>\n

Sample design has to reflect the volumetric reality. A defensible vegetarian study weights flexitarians at 60 to 70 percent of the cell, vegetarians and vegans at 20 to 30 percent, and includes a meat-eater control to pressure-test parity claims.<\/p>\n

Sensory Parity Is the Category Gate<\/h2>\n

The plant-based shakeout in recent years was not a demand failure. It was a sensory failure. Products that scored adequately in concept testing failed in repeat because the eating experience did not hold up across cooking methods, temperatures, and second-bite fatigue.<\/p>\n

Triangle tests and duo-trio tests reveal whether trained panelists can distinguish a plant-based product from its animal reference. Temporal dominance of sensations (TDS) tracks how flavor and texture perceptions evolve from first bite to swallow, which is where most plant-based proteins lose the consumer. Accelerated shelf-life testing (ASLT) on plant matrices behaves differently than on meat or dairy because lipid oxidation pathways and protein denaturation curves diverge.<\/p>\n

SIS International’s qualitative work with flexitarian households across North America and Western Europe indicates that texture, not flavor, is the dominant rejection driver for plant-based meat, while mouthfeel and aftertaste dominate rejection in plant-based dairy. Reformulation budgets are frequently misallocated to flavor systems when texture is the binding constraint.<\/span><\/p>\n

Clean Label and the Ingredient Trust Gap<\/h2>\n

Clean label consumer perception has tightened. Methylcellulose, soy protein isolate, and natural flavors trigger hesitation even among buyers who cannot define them. CATA (check-all-that-apply) methodology and napping exercises map how consumers cluster ingredients into trust tiers, which informs both formulation and front-of-pack claim hierarchy.<\/p>\n

The category names that have held shelf position, including Oatly, Califia Farms, and Tofurky, share a common trait. They communicate ingredient simplicity even when their formulations are technical. Research that tests claim hierarchy in isolation from ingredient panel disclosure overstates claim power. Sequential monadic designs that pair concept boards with full ingredient declarations produce more honest purchase intent.<\/p>\n

Private Label Is the Underestimated Competitor<\/h2>\n

Trader Joe’s, Aldi, Kroger’s Simple Truth, and Tesco’s Wicked Kitchen have moved from price-fighter positioning to credible quality alternatives. Private label taste parity testing against branded plant-based references is now a category-defining exercise, not a margin exercise.<\/p>\n

\n\n\n\n\n\n\n\n\n
Research Stage<\/th>\n\u65b9\u6cd5<\/th>\nDecision Supported<\/th>\n<\/tr>\n<\/thead>\n
Concept screening<\/td>\nSequential monadic with flexitarian-weighted sample<\/td>\nPortfolio prioritization<\/td>\n<\/tr>\n
Formulation<\/td>\nDescriptive analysis (QDA), JAR, penalty analysis<\/td>\nReformulation targeting<\/td>\n<\/tr>\n
\u9a8c\u8bc1<\/td>\nBlind vs branded CLT, triangle test against animal reference<\/td>\nLaunch go\/no-go<\/td>\n<\/tr>\n
In-market<\/td>\nHome-use trial, repeat-purchase tracking, ASLT<\/td>\nRange extension and SKU rationalization<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/figure>\n

Source: SIS International Research<\/em><\/p>\n

Geography Changes the Brief<\/h2>\n
\"SIS<\/figure>\n

Vegetarian market research does not travel cleanly across borders. India’s lacto-vegetarian base is structural and centuries old, which makes it a reformulation market rather than a conversion market. Germany leads Western European per capita plant-based consumption and rewards sustainability claims. The United States is a flavor and texture market where the meat reference is dominant. Brazil and Mexico are early-stage flexitarian markets where price gap to animal protein is the binding constraint.<\/p>\n

A multi-country brief that uses identical screeners and identical concept boards across these markets produces noise. The defensible approach calibrates sensory references, claim language, and reference price points to local category structure while holding the core sensory protocol constant for cross-market read.<\/p>\n

The SIS Position<\/h2>\n
\"SIS<\/figure>\n

SIS International Research has run consumer panel recruitment, central location tests, and ethnographic kitchen observation across plant-based, dairy alternative, and flexitarian categories in more than 30 countries. The pattern across that work is consistent. Brands that win the category treat sensory parity as a gate, not a goal, and they design vegetarian market research around the flexitarian buyer who actually moves volume.<\/p>\n

For Fortune 500 food and beverage leadership weighing portfolio expansion, acquisition targets, or reformulation investment, the question is not whether the plant-forward consumer is real. The question is which SKUs clear the sensory gate, in which markets, against which animal references, and at what price gap. That is what disciplined vegetarian market research answers.<\/p>\n

\u5173\u4e8e SIS \u56fd\u9645<\/h2>\n

SIS \u56fd\u9645<\/a> \u63d0\u4f9b\u5b9a\u91cf\u3001\u5b9a\u6027\u548c\u6218\u7565\u7814\u7a76\u3002\u6211\u4eec\u63d0\u4f9b\u51b3\u7b56\u6240\u9700\u7684\u6570\u636e\u3001\u5de5\u5177\u3001\u6218\u7565\u3001\u62a5\u544a\u548c\u89c1\u89e3\u3002\u6211\u4eec\u8fd8\u8fdb\u884c\u8bbf\u8c08\u3001\u8c03\u67e5\u3001\u7126\u70b9\u5c0f\u7ec4\u548c\u5176\u4ed6\u5e02\u573a\u7814\u7a76\u65b9\u6cd5\u548c\u9014\u5f84\u3002 \u8054\u7cfb\u6211\u4eec<\/a> \u4e3a\u60a8\u7684\u4e0b\u4e00\u4e2a\u5e02\u573a\u7814\u7a76\u9879\u76ee\u63d0\u4f9b\u5e2e\u52a9\u3002<\/p>\n

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Related SIS Resources<\/h3>\n