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Collaborative project: The significance of vegan organic products for organic agriculture (BioVegan)

Project


Project code: 2815OE124
Contract period: 01.06.2017 - 31.05.2019
Budget: 86,753 Euro
Purpose of research: Applied research

The objective of the project is to evaluate the vegan trend for the organic food market and to derive conclusions for market actors how to react on this trend. Thus, two central questions shall be answered within the project:

  • 1. What is the significance of the vegan trend for the organic food market?
  • 2. How can the organic sector react to the vegan trend?

To answer the research questions, a consumer survey and surveys with food processors, traders and caterers for out-of-home consumption will be conducted. In the consumer survey organic food buyers will be asked to give information on their attitudes towards a vegan nutrition and lifestyle, their motives to (eventually) buy organic vegan food and their willingness-to-pay for organic vegan food. The final step will be the identification of consumer segments which can be seen as target groups for organic vegan food offers. In the survey with food processors, traders and caterers, interviews will be conducted to investigate the market potential of vegan organic food and the opportunities and risks of the vegan trend for the organic sector. The results will be summarized using SWOT-Analysis and will be discussed with stakeholders in workshops. Finally, recommendations for marketing strategies of organic market actors will be elaborated.

 

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