Through an annual quantitative testing programme, we tested over 50 meat-free concepts between 2020 and 2023. Within the study we incorporated the core iDeator early concept testing tool, to ensure each concept was evaluated against key measures including market potential, concept strength, price, flavour and occasion fit.


Our research was able to confidently advise which concepts would have the greatest customer traction and ways to optimise the concepts with the most market potential and concept strength. This enabled our client to focus resource and effort on developing the propositions which showed clear potential for in-market success. By ensuring comparability across annual waves, we’ve built a substantial database for future npd concept benchmarks of vegans, vegetarians and meat reducers.