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!

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.

Insights from Plant-Based Shoppers’ 2022 New Year’s Resolutions

In our January 2022 client survey, we asked our panelists about their New Year’s resolutions. Our findings reveal sustainability priorities, a continued interest in ‘more plants, less meat,’ and an overall decrease in resolutions cited compared to 2021.

What Do Plant-Based Buyers Think About Cultivated Meat?

What should we call meat that is grown from real animal cells, but without slaughtering animals? Terms like “cultivated” and “clean” have gained prominence. What do plant-based buyers think?