For many consumers wanting to replace products of animal origin partly or completely, the search for the right information including the avoidance of nutritional deficits is a challenge. Integrated into FoodUnfolded, the V-PLACE web portal will bring this information together empowering consumer choices in an easily accessible and consumer centric platform. Consumers can select their preferred diet (omnivore, flexitarian, pescatarian, vegetarian, or vegan) and will receive tailored information in an easy and understandable way.
An engaging and informative app with games and quizzes will complement the V-PLACE and present health and environmental benefits. In the market for food products, significant growth is predicted via mass-market substitutions rather than expansion of niche products. There is an identified need to research and actualize the knowledge about consumer expectations, attitudes, and needs to adopt current strategies accordingly.
V-Place will look at the interplay of product properties, expectations, and communication on vegan and vegetarian food products in consumer studies including ingredients and health properties (perceived and expected). Results and data will continuously feed into the V-PLACE web portal on EIT FoodUnfolded - thereby making it a living knowledge hub also after the project has ended.