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Despite exceptional growth, U.S. plant-based brands and manufacturers are still searching for the key to unlock the mass market and move consumers from "trial" to "adoption". To help usher in "Plant-based 2.0" and appeal to the U.S. flexitarian, the team at MycoTechnology looked across the pond for answers. With a deeper history (and broader acceptance) of various plant-based solutions, the European consumer sheds light on the factors that brands should focus on to attract new consumers and drive repeat purchase. In this presentation, MycoTechnology debuts insights from a new report that examines European consumer awareness, usage, drivers and barriers for key alternative meat and dairy markets - and how mushroom fermentation can help take plant-based to new heights.