Moonshot Collaborative is a team of experts focused on research and consumer insights. The resources on this page will give you insights into consumer behavior and help you understand what we do and the research industry standards we follow to ensure that we are collecting accurate, relevant, and statistically significant data for your business. Also be sure to sign up for our insights-packed email newsletter!

Beyond vs. Impossible: Who Is Winning the Burger Battle?

Overall, a vast majority of the plant-based buyers we surveyed like both brands of burgers. More than four in five (84%) said they liked Beyond burgers and even more people (89%) said they liked Impossible burgers.

What Does “Clean Eating” Really Mean to Consumers?

A growing number of American consumers are looking for simple, clean product ingredients during their trips to the grocery store. So, who are these consumers and how can your plant-based food brand capitalize on this emerging trend?

Consumer Perceptions of Some of the Most Common Plant-Based Ingredients

Certain ingredients, like soy, peas, and wheat, appear in a huge number of plant-based products. And with the prevalence of claims like soy-free and gluten-free, you may wonder: what do consumers think of these super-common ingredients? We’ve got the answers, fresh from our latest research.

Fast Facts: Will Consumers Pay Extra for More Transparent Food Labels?

We asked our panelists how much extra they would be willing to pay for a food product with an expanded label that details the sourcing behind each ingredient. The data shows consumer desire for greater transparency, if little willingness to pay for it.