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Retail plant-based food sales metrics (Plant Based-Foods State of the Marketplace 2022 report). https://images.squarespace-cdn.com/content/v1/6529708b6991e776766a72eb/802a134d-9508-4a51-aa44-fef51eae9a68/Figure+2.png Position Papers - Navigating the Plateau: Rethinking Terminology and Strategies for the Future of the Plant-Based Sector - Make it stand out Figure 2. Ranked order for what consumers care about when choosing protein. IFIC 2021 https://images.squarespace-cdn.com/content/v1/6529708b6991e776766a72eb/24305b80-aa87-42fa-991c-865834a79c99/Adoption+curve+with+pricing+%26+types+of+consumers.png Position Papers - Navigating the Plateau: Rethinking Terminology and Strategies for the Future of the Plant-Based Sector - Make it stand out Figure 1. Theoretical adoption curve with price-related purchasing intent. 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