The results of workpackage 1 are now finalized. The work package ‘industry’ (WP1) aimed to identify which key success factors shape sustainable industry and societal transitions in the food and other sectors, in Denmark and abroad.
Workpackage 1 consists of two tasks, published in two reports (for a quick overview, please see the Executive Summaries in the beginning of both reports):
WP 1.1 identified internal drivers and external triggers that acted as key success factors for the plant-based industry in the past years, and the characteristics of the stages of development of the plant-based market sector in Denmark. The study is based on 25 interviews with food companies and experts.
WP 1.2 identified triggers of societal tipping points in transition processes to sustainable food consumption in Denmark and neighbouring countries. The analysis is based on seven case studies which have in common that substantial progress towards sustainable food consumption has already been made.
Taking these two studies together, we highlight the following implications:
It is now time for bolder (policy) commitment:
The plant-based food sector developed as a niche market in response to growing societal interest and consumer demand and market developments in neighbouring countries. The sector has not received substantial policy support in previous years (WP1.1). The analysis of successful transitions to sustainable food consumption (WP1.2) showed that the degree of policy commitment is crucial for niche segments to scale up. This is an untapped opportunity. However, not only policy, but also other actors such as retailers might have crucial impact with bold moves that lead to cascading effects in the whole sector – as some previous transitions have proven (WP 1.2).
Increasing competition should be seen as an opportunity for cross-sector collaboration:
Plant-based companies perceive the business environment to be increasingly competitive. At the same time, there is an increase in collaborative initiatives and actions (WP1.1). Strong formalised networks are very impactful in sustainability transitions, especially if they involve all groups of actors (companies, retailers, government agencies, NGOs) and thereby foster vertical and horizontal cooperation (WP1.2). This is another opportunity to develop further.
It is important to diversify towards different consumer segments:
An increasing diversification of motives for eating plant-based food has been observed (WP1.1). This is a good sign given that other sustainability transitions have been successful if the new product or innovation appeals to several consumer motives at the same time (WP1.2). A diverse product range accompanied by communication measures targeted to different consumer segments allows to appeal to the niche as well as the majority, addressing diverse benefits such as climate and environmental impacts, personal health, convenience, and/or price. Diversity offers something for consumers who want products which ‘mimic’ the animal-based food experience as well as those who want plant-based products in their own right.
For more information please contact WP (co-)leader Jessica or Frederik, or the responsible for 1.1 (Jessica) and 1.2 (Meike).