Farmer in organic melon farm

Market Perspectives: your next approach to agricultural technology and alternative proteins

At Wageningen Economic Research we deploy our unique blend of number-crunching power and qualitative research to detect market opportunities for new agricultural technologies and alternative proteins in the agri-food domain. Companies in and around the food chain can make sound investment decisions based on a data-driven approach that is combined with an unrivalled global network of contacts among decision-makers.

Novel challenges

It is inspiring to create single-cell protein products as an alternative to meat or introduce a disruptive new agri technology like vertical farming. But their very novelty makes gauging how the market will respond now and in the future a challenge. Will society accept and embrace your innovation? How do you build a marketing story for consumers that isn’t too controversial or industrial? How safe is to invest in such a business?

Our in-house designed Market Perspectives approach will provide the answers to these and many other conundrums. Leveraging on a mix of methods and models, these outlooks are tailored to your case and combined with available data from experts’ insights. Clear and easy-to-understand output, including dashboards for action perspectives, covers market research on innovative products and new markets as well as scenario studies on existing markets.

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This is just one piece of the Market Intelligence puzzle. If you're curious about how the whole puzzle fits together, visit: Market Intelligence: a comprehensive view of the future.

Independent benefits

We have access to a great deal of data, including that exclusively collected by WUR via novel methods. Econometric models are used to determine and analyse the effects of government policies on agri-food markets. Qualitative knowledge models combine expert views with data analysis to determine market insights. And geographical information systems and spatial analysis are deployed for market scenario studies and output visualisation.

This independent information removes the challenge of relying on data impacted by vested interests. Market changes and price effects are clearly mapped out for you within different market and policy scenarios. We have the tooling available to give you an accurate overview of the likely future even for new markets where little relevant data and knowledge is available.

It is this blend of state-of-the-art academic tools, rare data and insights into what the powers that be are thinking in terms of regulations which make our outlooks better and more comprehensive than anything else on the market today.

Market changes and price effects are clearly mapped out for you within different market and policy scenarios to give you an accurate overview of the likely future.

A practical example: melon grower benefits from
independent perspective

A melon grower from Central America contacted Wageningen Economic Research looking for a growing area nearer its primary sales market in Europe. Using its own network on the continent was not an option as people often have political or financial incentives to suggest specific locations. We offered an independent perspective, examining the specific conditions needed for melon. From soil qualities to varying temperatures, a series of overlaying maps narrowed the field to four possibilities that ticked all the right boxes and the company eventually opted to buy a series of plots in Morocco.

In a nutshell

The Market Perspectives approach and its underlying econometric and knowledge models will help you:

  • Analyse global consumer acceptance of products based on alternative proteins
  • Map worldwide market potential for food products and food production technologies
  • Combine your specific business expertise with scientific knowledge
  • Develop innovative products and technologies using knowledge from 5,000 WUR experts
  • Explore societal acceptance of your innovative food product/technology