Consumer understanding
We identify trends and target groups, and investigate to what extent waste-derived products meet consumer demands. We examine what price people are willing to pay for such products, and examine why consumers might not want to buy such a product.
These insights are translated, in consultation with our customers, into effective marketing strategies. We identified, for example, whether consumers find soups and sauces, made from vegetable waste, acceptable and palatable. The outcome of this research project was used in the development of De Verspillingsfabriek (The Waste Factory). In a pilot study in the CARVE project we investigated whether consumers like cookies and ginger bread made from unsold bread. In the project Future Proteins we are examining the health effects and consumer acceptance of products made from (sustainable) insect protein, where insects convert plant waste into high-quality ingredients.
