Five years ago, I made an important decision. After a very intensive time in a company that I co-founded, I took a year off and dedicated it to my family. During this time, the kids started taking an active interest in environmental issues. I realized that I wanted to do something that would benefit my children but also have a positive influence environmentally. I wanted solutions to the big problems that my generation and the generations before me have left for our children, solutions to problems like obesity, diabetes, pollution of our waters, deforestation, and global warming.
Since the end of April, McDonald's has been offering a vegan burger, following a trend many other companies have already recognized. Although the proportion of vegans is relatively low, they have great purchasing power and many non-vegans also occasionally like animal products. For example, the meatless burger Patty from Beyond Meat, which was recently offered by Lidl, was sold out at lightning speed, Magnum's vegan ice cream version is very popular, the sugar company Pfeifer & Langen is taking an interest in Amidori and Katjes is launching the chocolate sale with a vegan version. How does the veggie burger of the American chain get to consumers? To this end, CodeCheck, in collaboration with Bonsai Research, surveyed some of the 3 million users of CodeCheck, the leading community for Conscious Consumers in German-speaking countries.
Conscious consumers value natural, health-friendly ingredients that do not pollute the body and the environment. The potential customer wants to know the ingredients and requires transparency to make a purchase decision. This new development of customer needs is also reflected in the claims used, which are increasingly read on packaging. Free from palm oil, parabens, silicone or animal testing are just a few of the drivers that are important to the Clean Consumer. "Free from" claims are product attributes that can be the deciding factor for buying decisions at the point of sale. Oeeda has analysed the impact of these claims on product choices and satisfaction with some of the 3 million users of CodeCheck, the leading community for conscious consumers in the German-speaking world.