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Over the last couple of decades, the plant-based alternative market has grown from a niche audience to have mainstream appeal amongst the masses. Health and sustainability purposes are the primary reasons for turning to such products. However, with a considerable proportion of society turning to plant-based alternatives, these consumers cannot be treated as one homogenous group. Instead, brands need to understand different attitudes, behaviors, need states, and levels of satisfaction between vegans, vegetarians, pescatarians, flexitarians, and regular meat-eaters.
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