Target audience: Meat substitute consumers in New Zealand

Selected insights on target group: Meat substitute consumers in New Zealand

• Many meat substitute consumers have a medium annual household income
• An honest and respectable life has less importance to meat substitute consumers than to the average consumer
• Health and fitness are relatively prevalent interests of meat substitute consumers
• Meat substitute consumers are more likely to have reading as a hobby than the average consumer
• Meat substitute consumers remember hearing ads on music portals and streaming services more often than the average consumer

Management summary

• Key insights

• Life stages
• Gender
• Education
• Income
• Household classification
• Type of community

• Life values
• Main interests
• Hobbies & leisure activities

• Attitudes towards digital media
• Challenges facing the country
• Politics

• Digital advertising touchpoints
• Internet usage by device
• Social media usage
• Non-digital advertising touchpoints
• Traditional media usage

Demographic profile

• Age of consumers in New Zealand
• Gender of consumers in New Zealand
• Consumer’s level of education in New Zealand
• Share of consumers in New Zealand in the high, middle, and low thirds of monthly household gross income
• Type of households in which consumers in New Zealand live
• Communities where consumers live in New Zealand

• Most important aspects of life for consumers in New Zealand
• Top 10 interests of meat substitute consumers in New Zealand
• Top 10 hobbies and leisure activities of meat substitute consumers in New Zealand

• Agreement with statements in New Zealand
• The 10 most important issues facing New Zealand according to meat substitute consumers
• Political attitudes of consumers in New Zealand

• Top 10 places where meat substitute consumers in New Zealand have come across digital advertising in the past 4 weeks
• Devices consumers in New Zealand use regularly to access the internet
• Social media activities in New Zealand by type
• Places where consumers in New Zealand have come across non-digital advertising in the past 4 weeks
• Type of media consumers in New Zealand have been using in the past 4 weeks