The Plant-Based Protein Debate: What Consumers Want
- Debora Scott, MBA, Market Research Expert, Illuminate
Debora Scott is Principal and Co-Owner of illuminate, a full-service market research firm in Seattle, WA. Before starting illuminate in 2011, she served as Sr. V.P., Consumer Products at TRD Frameworks, a Seattle area market research company. Before donning her “research hat” at TRD, Debora held positions on both the client and agency sides in advertising and brand management in Los Angeles, Chicago and Seattle. This marketing experience, along with her consumer research expertise gives her the ability to frame research results within a big picture context, especially in the areas of new product marketing, branding and positioning.
Debora currently manages most of illuminate’s qualitative research and is a skilled focus group moderator who is also comfortable slicing and dicing data in large-scale quantitative studies.
She holds an MBA from the J.L. Kellogg Graduate School of Management at Northwestern University and a B.S. in Journalism from the University of Oregon.
- Michelle Braun, Ph.D. , Research Scientist, DuPont Nutrition & Health, DuPont
Michelle Braun is a nutrition scientist who leads Global Protein Scientific Affairs for DuPont Nutrition & Biosciences. In her research, she has maintained a focus on the nutrition needs of children but spans other health-related outcomes in adults as it relates to science translation and communication. In her role, she plays an active role in research, education, and outreach across the food, nutrition, and agriculture sectors.
She is engaged and active in several organizations related to the field of food and nutrition research and communication. She holds leadership positions in organizations that bring the topic of nutrition to a variety of audiences. Examples include serving as president of the Soy Nutrition Institute (SNI), the Institute of Food Technology (IFT), the International Food Information Council (IFIC), and the American Society for Nutrition (ASN).
Michelle earned her Doctorate and Master’s degrees in Foods and Nutrition from Purdue University with a BS in Nutrition Science from Indiana University. Her career has been a journey enriched with experiences in teaching, research, scientific affairs and science communication.
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Abstract: The popularity of plant proteins has resulted in an explosion of new plant-based foods. While secure supply-chains, price, and ingredient functionality are top priorities for food companies, what do consumers prioritize when purchasing plant-based foods? This USB and Qualisoy® webinar provide information about the sustainability, nutrition, protein quality, and functionality of a variety of protein ingredients. NEW consumer insights about the purchase drivers and marketing messages to which consumers respond are revealed. The popularity of plant proteins has resulted in an explosion of new plant-based foods. While secure supply-chains, price, and ingredient functionality are top priorities for food companies, what do consumers prioritize when purchasing plant-based foods? The webinar provides information about the sustainability, nutrition, protein quality, and functionality of a variety of protein ingredients. NEW consumer insights about the purchase drivers and marketing messages to which consumers respond are revealed.
Excerpt from the Summary of this Webinar: A webinar by U.S. Soy & Qualisoy titled “The Plant-Based Protein Debate: What Consumers Want,” and hosted by Global Food Forums, provided detailed information on consumers’ increasingly focused drive toward plant-protein, and the reasons why soy protein tops the list of the type of protein desired. Presenters included Debora Scott, MBA, Market Research Expert, Illuminate, and Michelle Braun, Ph.D., Global Protein Scientific Affairs Lead DuPont Nutrition & BioSciences.
Scott began by revealing the results of the USB Plant-Based Protein Study of April 2020, the goals of which included quantifying the size of the plant-based consumer market; assessing consumer interest in plant-based protein type; consumer perception of soy protein; and influence of marketing language on purchase intent. The target market included U.S. consumers aged 16-49 and consumers of plant-based foods who consumed equal to or more than that consumed a few years ago.
Click here to view the written summary Soy Protein Delivers on Nutrition, Quality & Sustainability of this webinar.
Click here to view the presentation pdfs from the webinar:
QUALISOY-and-USB-Soy-Plant-based-Research-Findings_Debora Scott, MBA, Market Research Expert, Illuminate
See USB & Qualisoy’s Video of their Webinar below: