The company produces Swiss-made protein from underused local crops, offering a sustainable and innovative alternative in a market dominated by imported meat analogues. Despite this distinctive value proposition, it faces limited awareness, unclear differentiation, and uncertainty about how B2B and B2C customers perceive and use its products. To date, little empirical research has examined the motivations, barriers, and decision-making processes influencing adoption in the Swiss plant-based food sector.

A mixed-method approach was applied combined in-depth interviews and an online survey with B2B and B2C customers. These primary insights were analyzed alongside market and literature data to identify key motivators, preferences, and usage patterns, forming the basis for segment-specific personas.

The study revealed that customers value sustainability, local sourcing, and shelf-stable qualities. However, brand awareness and clear product positioning remain key challenges. Respondents showed strong appreciation for taste, health benefits, and environmental impact, while also highlighting barriers such as limited product familiarity and the dominance of meat-alike products in the market. To better reach target audiences, seven personas were developed, outlining distinct motivators, expectations, purchasing behaviors, and customer journeys. These tools provide a practical framework to leverage unique selling points, increase visibility across strategic channels, and address consumer knowledge gaps.