0%

MEA
100 T
%D
ELIC
IOU
Group elements:

2210783 André Filipe

S 2200775 José Pedro Oliveira
2210810 André Monteiro
How to attract
flexitarians, vegetarians
and vegans to the
butchery business unit?
Problem!
1 The option for a vegetarian diet or the search
for balanced alternative reduced meat
consumption
2 With these new eating habits, the
butchery business unit saw its turnover
reduced
3 It was then necessary to think outside the
box and design the butchery for a 0% meat-
free area to attract new customers
 Solution
Forecast the
action´s economic
impact
Problem identification

Product launch

Carry out with market

research and trend
analysis
Identification
Recent concerns about sustainability and the
need for a healthier eating style led
consumers to look for meat-free products.
The butchery business unit faced a
decreasing consumption of meat products
and realized the gap they had with the
absence of meatless products, even though
the paradigm seemed confusing for the
business itself.
Analysis
There were several vegetarian meal solutions
identified on the market which replace meat
but without the purpose of equaling this type
of protein in sensory terms.
However, the business unit decided to go
ahead with a commercial pilot test with a
business partner.
It was found that with new entries from
recognized brands, the partnership products
had the following results:
 367 p BEYOND SAUSAGE BEYOND MEAT
980 p BEYOND BURGER BEYOND MEAT

Sales
2.500 p HAMB. SENSATION GARDEN GOURMET

Clients
€ 3.318,31 BEYOND SAUSAGE BEYOND MEAT
BEYOND BURGER BEYOND MEAT 1st 3M
€ 9.618,28 data
€ 14.256,93 HAMB. SENSATION GARDEN GOURMET

Repeat Purchase
Units Rate
726 un BEYOND SAUSAGE BEYOND MEAT 7,64 % BEYOND SAUSAGE BEYOND MEAT
2.065 un BEYOND BURGER BEYOND MEAT 10,63 % BEYOND BURGER BEYOND MEAT
3.890 un HAMB. SENSATION GARDEN GOURMET 8,80 % HAMB. SENSATION GARDEN GOURMET
Results
Considering the previous results, it's possible
to conclude that there is in fact demand for
no meat products.
There's always adversity when facing
industry giants, as in this case Nestlé.
However, the business unit is aware of the
consistent growth on demand for private
label products, and according to that the
strategy that follows will explore this
tendency.
 Next steps
1 Find a strategic and 4 Arrange a food evaluation
economically viable sensory test with an
producer assessment of more than
250 tasters
2 Evaluate the product
composition with the 5 Once it's approved, start
nutritional team according promoting the product in
to internal criteria stores and with the
distribution of flyers
3 Costs validation with the
6 Launch the product and
quality team and
make it stand out on the
communicate that
storefront
information to the supplier
 Solution
Considering the existing gap in the vegetarian
products segment and the success and high
rate of approvement of the sensory test
conducted, the "Powered by Plants" by
Continente arrives.
The aim is to make everyday life much easier
for all our vegetarian consumers, but also for
all those costumers looking for a flexible diet,
between animal protein and vegetable
protein, with all the convenience, flavor and
at a very attractive price.
The product range features three varieties:
meatballs, hamburgers and minced beef with
high content of iron, fiber and rich in B12
vitamin.
 Responsible team

André Filipe José P. Oliveira André Monteiro

2210783@iscap.ipp.pt 2200775@iscap.ipp.pt 2210810@iscap.ipp.pt