Consumer listening analysis: Dry beans, oats and chickpea

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Understanding consumer sentiment will be key for advancing the market success of plant proteins. On behalf of the MBOLD Coalition, General Mills explored what consumers are seeing and saying about selected plant proteins in both carefully crafted and equally candid places online through an “internet scrape”.  This study was designed to help us:

• Understand current perceptions of key plant protein sources — Dry Edible Beans, Oats and Chickpea — by U.S. consumers and influencers based on on-line and social media activity
• Identify related opportunities and challenges from a consumer point of view
• Inform prioritization of technical hurdles to be addressed in the development of these botanicals as protein options given consumer sentiment.

The study pulled from extensive data sets available online including media reports, new product launch announcements and consumer package good reviews. We also reviewed posts from influencers and nutritionists, and online forums where consumers are talking such as twitter/x, reddit, Instagram, and more.

We hope you will find this analysis helpful in understanding and addressing associated challenges and opportunities for further development of these botanicals as protein options.

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