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Consumer motivations for adopting a vegan diet and the implications for food marketers for altered consumer behavior

2021-04-24 来源: 51Due教员组 类别: Essay范文

51Due教员组今天给大家带来一篇市场营销代写范文,主要讲的是消费者习惯会对市场带来什么影响。可以说,近年来,健康饮食的理念在世界各地都有。根据innova数据,2014年至2018年全球食品饮料新品发布会上“基于工厂”索赔的产品年复合增长率为68%(Graca、Olivera和Calheros,2015)。欧美等发达国家的工厂化产品销售量快速增长,市场量继续扩大。全球工厂化产业价值160多亿美元。国外植物奶的发展甚至影响了牛奶的销售。据欧睿国际数据显示,2018年美国传统牛奶零售额预计将下降1.2%,而燕麦、杏仁等替代品预计将增长3%。本文论述了顾客采用素食饮食的动机,并对营销分析的意义进行了探讨。

Consumer motivations for adopting a vegan diet and the implications for food marketers for altered consumer behavior

 

Introduction

It can be said that in recent years, the concept of eating healthily fire all over the world. According to innova data, the annual compound growth rate of products with "plant-based" claims in the global food and beverage new product launch between 2014 and 2018 is 68% (Graca, Oliveira & Calheiros, 2015). The sales volume of plant-based products in developed countries such as Europe and the United States is growing rapidly, and the market volume continues to expand. The global plant-based industry is worth more than 16 billion US dollars. The development of plant milk in foreign countries has even affected milk sales. According to Euro monitor International, retail sales of traditional milk in the United States are expected to decline by 1.2% in 2018, while alternatives such as oats and almonds are expected to rise by 3%. This paper talks about the customer motivations for adopting a vegan diet and implication of this analyses for marketing.

 

Main body

Consumer motivations for adopting a vegan diet

Veganuary encourages tens of thousands of people around the world to try a vegan diet for a month, which happens all year round. But most people attend in the January after the festival date. The aim is to give participants a better understanding of a vegan diet, including "how easy and delicious it is, and the many positive effects it can have on animals, the environment and health’. Many people choose a permanent vegetarian diet after taking part, the group said. 2019 will be a year for vegetarians, especially as the demand for available vegetarian products continues to be met (Honkanen, 2012). According to the group, the vegetarianism effect is not only to mobilize individuals to explore plant-based diets, but also to promote retailers to create new product lines aimed at making consumers taste delicious while being price competitive and accessible. UK retailers have dramatically increased the range of vegan foods in 2018, and there is now a greater awareness of the benefits of animal free products. Just in time for the start of vegetarians, Waitrose's "fishless fish fingers" products further expand the range of vegetarians’ products, which are made of breadcrumbs and kelp tofu, with crisp skin and delicate fish taste. With the development of society, people pay more and more attention to eating. When vegetarianism came into people's life, the label of "life is rich" gradually faded, and vegetarianism began to occupy a certain position in the diet structure. It is not uncommon for vegetarian restaurants to be overcrowded.

 

In the past few years, protein has become a symbol of health and nutrition. This nutrition may oversaturate the American diet, but people are still looking for grains, coffee, ice cream and other high value-added products with protein labels. "I can't think of any other nutrient better than protein in the minds of consumers, whether macro or micro," one of the consumers in a vegan restaurant said. According to healthfocus, 85% of consumers think they have enough protein in their diet, but 66% say they don't care much about it (Fox, 2014). It has been pointed out that the main reasons for the interest in protein include: the desire for a healthy diet, weight management, muscle exercise, increased energy and appetite management. Christie lagaly, a senior scientist at the good food institute, a non-profit organization that promotes the development of plants and clean meat, points out that knowledge of the environmental footprint of the health. Nutrition and food industries is driving the demand for plant-based proteins compared to whey or beef (Sun, 2012). Animal protein is very unfriendly to our environment and has a bad impact on human health, especially animal health." Vegetarians, such as beyond meat and impossible burger, make vegetable protein more and more delicious. It has been pointed out that compared with the traditional meat industry, this area is still not the mainstream.

 

· The health awareness of consumers is upgraded, and the diet is more precise and meticulous

Due to the high intake of animal products, consumers have the problems of obesity, three highs and younger cardiovascular and cerebrovascular diseases. Therefore, reducing sugar, fat, high dietary fiber and elastic vegetarianism have become popular food trends. Users began to pay attention to the food label, about the content of nutrients, choose healthier products, more natural formula, avoid artificial addition, plant milk is a good choice (Bublitz & Peracchio, 2010). Moreover, plant milk contains special functional components, such as dietary fiber and phytosterol, which are also conducive to body shaping and body regulation. From tomato extracts used to reduce sodium content to legumes used to replace flour, milk and meat products, exhibitors provide vegetarian food solutions to meet the needs of these consumers. More interestingly, there is a tacit consensus among scientists, activists and industry executives that this boom will be driven by two major trends in the food sector: the need for protein and a clean diet. These trends are generally considered to be competitive or at least irrelevant, but many team members believe that they are co-evolutionary, and the success of any trend is beneficial to the whole.

 

The changing views of consumers on animal free products, coupled with the growing popularity of environmentally sustainable products, are driving demand for natural derivatives. The manufacture of natural derivatives helps to reduce pollution and dependence on petroleum based products. Increasing demand for chemical free skin and hair products and changes in consumer lifestyles are expected to stimulate market growth. The growth trend of Purism, especially the younger generation, is playing a key role in the development of the market. As more and more millennials embrace a pure lifestyle, it is no longer considered unconventional. It's fashionable now, with a lot of first-class celebrities supporting the benefits of living a vegetarian lifestyle and increasing the choice of online and physical outlets.

 

· Vegetarians become a way of life, not a choice of vegetarians

Vegetarians used to be a small group with limited market size. However, with the improvement of health awareness, more and more non vegetarians began to contact and try vegetarian products and implement flexible vegetarianism. Taking vegetarian as a healthy choice of life expanded the volume of vegetarian consumption and stimulated the growth of plant-based products. Among American consumers aged 15 to 70, 17% said their diet was mainly based on vegetarianism, while 60% said they wanted to reduce meat consumption. Of those who reduced animal protein intake, 55% thought the change was permanent, and 22% wanted it to be permanent (Bublitz & Peracchio, 2010). The food market has a variety of entrances. At the core are consumers' beliefs, motivations, lifestyles and interests. There is a strong relationship between consumers' rejection of traditional meat and their interest in plant food. As researchers continue to question the impact of meat on human health, the demand for protein substitutes will continue to rise. There is a suggestion made last month by the American Medical Association to try to remove processed meat from patients' menus and add more vegetarian options.

 

· Attention to environmental sustainable development

More and more consumers begin to pay attention to the impact of food on the environment with the aggravation of environmental damage caused by economic development. Compared with animal milk, plant milk products have better environmental friendliness, reduce energy loss caused by animal links in the food chain, and reduce environmental pollution damage caused by animal links. The combination of vegetarian meat and real meat can improve clean meat continuously through structural technology (Backer & Hudders, 2014). The vegetarian meat producers can also use clean meat as raw material of a vegetarian hamburger to produce low-cost mixed products. It can optimize clean meat products, add vitamins, minerals and nutrients as much as possible and keep them sterile. These characteristics are very attractive to consumers of cleaning products, because they keep healthy thinking for a long time (Fox, 2014). "Clean diet" stems from the "instinctive rejection of some potential dangers", which leads to the rejection of herbicides, artificial preservatives and additives, as well as the pursuit of transparency and recognizable ingredients. Many consumers think meat products are a health burden, so they think vegetarian meat is a cleaner alternative to meat protein.

 

If catering enterprises can improve the quality of dishes and integrate the concept of health into them, the new generation of diners will become their loyal fans. While tasting healthy food, they will also help the restaurant to do social media publicity through their social circle (Luchs & Mick, 2018). With more and more businesses and super businesses pouring into the vegetarian catering market, it is expected to drive the vegetarian catering industry to grow and develop. At that time, the vegetarian consumer group will also expand, and there will be more and more young consumers. According to the Kaitai report, this year's fasting rate of citizens in the capital Bangkok increased to 66.7%, and consumption expenditure reached 4.76 billion baht, an increase of 2.4% year on year (Busch & Rodiger, 2016). For the new generation of vegetarians, if businesses and restaurants can do better in the following aspects, it will greatly attract their attention and interest in eating. For example, the vegetarian dishes are diversified, and the dishes are innovated by mixing Thai, Japanese, European and other vegetarian characteristics. It can increase the nutritional balance of vegetarian food and increase the added value and reduce the cost of raw materials so as to achieve a more people-friendly price (Judge & Wilson, 2018). In cooking, for example, add less sugar or no sugar, reduce the oil content as much as possible, and put less salt as much as possible. 55.6% of the citizens had bad influence on the oily and salty vegetarians.

 

To sum up, consumers will look for words such as "natural", "organic" and "non GMO" to quickly decide what products they ultimately buy (Judge & Wilson, 2018). Today, consumers seeking trustworthy food find that these words represent several times more value than expertise. Consumers are willing to pay more for these values. The consumers of plant milk products have higher health awareness and stronger sense of social responsibility. They need high-quality nutrition to meet their body needs and more sustainable nutrition supply.

 

Implications for food marketers for altered consumer behavior

With the improvement of people's income level, more and more consumers are looking for a healthier lifestyle. In recent years, the vegetarian catering industry has been booming all over the world, showing great potential for development. The development of vegetarian catering industry not only reflects the change of consumers' eating habits, but also reflects the change of consumers' lifestyle (Busch & Rodiger, 2016). Food should not only satisfy consumers' appetite, but also be beneficial to health. For the marketers of vegetarians, it is very important to understand the psychological motivation behind the choice of vegetarians. It can help enterprises to brand positioning and develop marketing communication strategies.

 

First, it redefines the original materials for food to gain healthy elements. For example, the companies can stand on the opposite side of milk, making oat milk a more pioneer and "challenger" beverage, attracting the target customers of milk, playing environmental protection cards and being environment-friendly, just in line with the current popular green consumption trend. Second, we should abandon the traditional sales model and use social media for communication. First of all, with the help of the trend of coffee, using the group of baristas as the communication group, further broaden the consumption scene. For example, In China, the companies jointly launched milk substitutes with Pacific Coffee and other brands, and made full use of social platforms.

 

The companies can diversify the product lines. For plant milk, it is a growing period of category. Each brand should make use of the consumption trend to concentrate on expanding the market (Hoek & Luning, 2014). In the process of expanding, the leading brand should be gradually formed through product positioning and product line management. On the one hand, the product end is facing upgrading. Through the processing of raw materials and the development of targeted products, we can further develop exclusive functional products for different groups of people to meet the needs of users and form consumption dependence. On the other hand, expand consumption scenarios and get more users' love. It can be seen that the current soybean milk from the early breakfast drinks gradually to leisure drinks (Boer, Schosler & Aiking, 2017). Explore consumption motivation, expand consumption scenarios, and cater to user needs from product taste and packaging form. Vegetarians have their own characteristics from products, consumers to service and sales mode, which cannot simply copy the practices of meat restaurants. At present, most vegetarians lack of effective marketing, management and management concepts (Visschers & Tobler, 2011). From taste production to market promotion, most of them still follow the old routine of meat restaurant, which makes the vegetarians' cultural connotation thinner and thinner, and their personality and characteristics cannot be well highlighted.

 

"Nowadays, vegetarianism is not only to follow the tradition, but also to pursue the elderly." Many insiders believe that more and more young people have begun to pay attention to health care and health care, joining the ranks of vegetarians. "Vegetarianism is no longer a religion and dogma." Choosing vegetarianism is just a kind of eating habit which is beneficial to one's health, respects life, cares for the environment and conforms to the natural law (Loo & Hoefkens, 2017). Vegetarian restaurants can develop some popular restaurants to cater to consumers' preferences. Vegan restaurant operators can help change people's concept of consumption and life. We can also try to explore other areas to make up for the lack of management. They can decorate the restaurant according to consumers' preferences (Boer, Schosler & Aiking, 2017). In addition to the dining area, the corridor of the store can display tea sets, murals, beads and other handicrafts for sale. Exchange activities such as "copying scriptures", calligraphy and flower path training can be held regularly in the venue. By teaching guests to make vegetarian food, taste tea and arrange flowers, this new lifestyle can be promoted to more people to meet their consumption needs.

 

First of all, it can meet the knowledge needs of vegetarians, such as vegetarian restaurant recommendation, nutrition matching and so on. The second is to solve the social needs of vegetarians. Through online WeChat groups, offline activities and other ways, vegetarians can make many friends with the same values, find a sense of belonging, and also want people around to have a more comprehensive and clear understanding of vegetarians. It is not only easier to get users through content, but also better to cultivate and educate users (Backer & Hudders, 2014). Good content and copywriting are very helpful for brand communication. It is necessary to keep users excited by continuous content output, so that users can grow together with the brand and gain value from the content.

 

Conclusion

To conclude, in the new era, "green" and "environmental protection" have become the key words. In the next few years, we have reason to believe that vegetarians' green and environmental protection ideas will be effectively combined with the cultural traditions to support a healthy lifestyle to catch up with people's thoughts of exploration. However, with the growing vegetarian market, we need to constantly study the production of vegetarians, pay attention to the health and nutrition of consumers, understand the reasons of vegetarians, potential consumption needs, develop products according to their characteristics, determine the business model and style, etc., so as to truly make a good vegetarian dish.


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