Brief

Despite the meat-centric traditions in Spain, an increasing number of people are adopting vegetarian, vegan, or reduced-meat lifestyles. The trend has grown, especially after the pandemic, with a 13.7% retail expansion in plant-based alternatives. Shifting towards a plant-based lifestyle means addition of new food items to your diet. Flexitarians face healthy meal-planning challenges like using up leftovers on time, preserving new foods the right way, and keeping a track of items in the fridge

Project Responsibilities

This study explores the dietary transition of flexitarians, studying their preferences and needs. The goal is to create a detailed business roadmap for a comprehensive product or service that caters to this market.

Solution Summary

The Talkin’ Food tape is a tape with prompt stickers that helps users with meal prep. Connecting the user problem of meal-prepping to a solution that helps them form a habit.

Project Partner

IED Barcelona

Team: Nirja Shah

Context

When we hear "Plant-Based," certain images come to mind. However, it's not always about being dull or just healthy. Despite widespread misunderstandings, some folks who want to shift to this diet find it hard to make the change.

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Study Question

How can Flexitarians adopt a Healthier Plant Based Lifestyle they desire when there is misinformation and stigmatisation in the foods they consume?

User Research

For the Phase 1 of Primary Research, there were 10 in-depth, 45min-1hr semi-structured interviews conducted via video calls/ in person. People between the age 25-35 which are young working millennials.

Criteria:

  1. They have shifted to their new diet for more than a year.
  2. Their approach is lifestyle based and not motive based. (losing weight/pregnancy)
  3. They cook and do groceries for themselves.