Data from: Same strategies – different categories: An explorative card-sort study of plant-based proteins comparing omnivores, flexitarians, vegetarians and vegans - study 1

To accelerate the protein transition it is important to understand how different consumer groups perceive and categorise plant-based proteins in comparison to animal-derived proteins.
Using qualitative (interviews) and quantitative (card-sort task) techniques, we examined how omnivores, flexitarians, vegetarians and vegans categorise plant-based proteins.
Forty Dutch participants free-sorted 80 product cards and elaborated on their categorisations in follow-up interviews. Demographics and other background variables are adminisered via a survey.