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Vegan market

Let’s veganize

Which products is the consumer looking for and where does the consumer bases its choice on? We know this market like no other and take your company into this vegetarian, vegan and plant-based market so that you are updated on the latest insights.


We provide insights into the various customer profiles and which product development opportunities fit in with this, how you as a company make the right choices regarding the range and how you present your products in the best way.


The questions for vegan food (Dutch)

Masters in future food – 14 feb. 2020

Previous projects

Trend & Brainstorm Sessions

We regularly share our knowledge of food retail and the vegan (n) market by giving presentations and holding brainstorming sessions. With these insights, the attendees are aware of the latest insights and can immediately apply them in their companies and products.

Retail advisory: Vivièna

Floreer Consultancy advised Vivièna, a new Food Retail initiative in the Netherlands, on its future assortment and category management decisions.

Food Retail Tours

Hosting various Food Retail Tours through the Netherlands, primarily for international companies interested in the Dutch Food Retail market. The topics of the tours vary from: Food Retail in general to the plant-based and vegan or even açaí market.

The Protein Cluster

The Protein Cluster is the business netwerk within Foodvalley on the Protein Shift theme. TPC is a collection of more than 50 companies active in all fields of the value chain (post-harvest till finished products). The objective is to stimulate plant-based protein innovation, share knowledge and bring the ecosystem together. Floor from Floreer Consultancy is the Project Manager at The Protein Cluster from September 2019 till August 2021.

Masters in Future Food

Focusplaza and Floreer Consultancy joined forces to set up the Masters in Future Food program. This answers all questions in the field of vegetarian, flexitarian and vegan food for players in the food retail (industry). The program includes two master classes and a food retail safari to Stockholm in 2020. More information can be found on the Masters in Future Food website.


Retail, the place for most Dutch people to buy their daily groceries. However, two-thirds of the Dutch no longer eat meat for a least one day a week. As a result, we are seeing a changed eating pattern across the category.


It is first of all important to know which developments are taking place at a market level. With this market knowledge you are ready to take a unique position in the market. Naturally, we also advise you on how to best act on this as a company.


In order to serve the customer as well as possible, it is important to have an in-depth understanding of this consumer. This is necessary since a vegetarian has different wishes than a vegan.


For example, there are various motives for consumers to choose a specific product. In the vegetarian, vegan and plant-based market, this concerns environmental, health and animal welfare considerations. In addition, this consumer is also influenced by price, convenience, taste, mood and familiarity. As a company, you want to ensure that your products claim the right motives from consumers. A consumer makes as many as 200 food choices per day and each choice takes energy. Many of these choices are automatic and as a company you can influence these. We are happy to advise you on the basis of our programs.

Inspiration & Publications

Read more on the latest news and articles of Floreer Consultancy round vegan and plant-based food.