Decoding the market: Plant-based meat consumer segmentation
Event description
Many Americans have tried plant-based meat and even more express interest, but a minority are eating it regularly. To expand beyond early adopters and increase frequency, it is imperative to better understand the unique segments of consumers that exist in the market and their needs and attitudes toward the category. Tune in April 8 for an overview of GFI’s new plant-based meat consumer segmentation that provides a framework to understand opportunities to grow plant-based meat consumption.
Meet the speakers
Jody Kirchner
ASSOCIATE DIRECTOR OF MARKET INSIGHTS
Jody Kirchner leads GFI’s market and consumer insights team, delivering data-driven analysis to educate industry leaders and key stakeholders on the opportunities around alternative proteins. Prior to joining GFI, Jody worked as a strategy consultant for over 15 years, helping companies better understand their customers and develop and execute growth plans. She supported companies from startups to Fortune 100 as well as those looking to invest in or launch new businesses. Her work focused heavily on the food industry, while also touching a diverse range of other sectors. Earlier, Jody led marketing for an airline maintenance startup and worked as a design engineer in the aerospace industry. Jody holds an MBA from The University of Chicago Booth School of Business, an MS in Aeronautics from MIT, and a BS in Mechanical Engineering from The University of British Columbia.
Taylor Leet-Otley
CONSUMER RESEARCH LEAD
Taylor Leet-Otley oversees GFI’s consumer research, keeping the organization and the industry in touch with consumers’ needs & beliefs in the fast-moving alternative protein category. Taylor joined GFI with a background as a consultant focused on market research, consumer insights, and strategy. He worked in a diverse range of industries including CPG, energy, recycling, healthcare, and consumer tech, with a focus on brand management, B2B strategy, and market entry. He graduated from Wesleyan University with a BA in Neuroscience and Religion.
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