goes shopping

she is a woman

eliminates meat consumption

flexitarian diet

she wants to try new products

she is under stress

mother of two children under 5 years old

outdoor exercises (in nature) eg; walking, trekking

loves nature

dont want to waste her time for cooking, but, want to give my children something healthy

want to make nutritious meals

want to find an alternative to meat meals

sustainability meals

cares about the climate and animal welfare

enrich your diet with protein

wants information on the packaging about the amount of protein,

she wants a clean label, how the product can positively impact her health

excitement

she feels relieved that her food needs will be met

she will not feel guilty that animals were harmed to produce this product

had a choice

price (economic)

showing that it has more protein than animal ones

appearance and taste (sensorial features)

recycled packaging

information that the product does not require long preparation

healthy

nutritious (high protein or fiber )

high nutri-score and eco-score

contains vegetarian additives

clean label

sustainable

environment friendly

consumer acceptable

when they are looking for plant based variants

after workout

snack

ready to eat

the product for a frying pan or microwave - so that it can be prepared quickly

for children to provide them with the right amount of protein needed for growth