Food & Beverage

January 28, 2021

Oat Milk and the Choices We Make

The recent rise and staying power of oat milk has shown how we are taking actions toward sustainability, and how these motivations, while they lead to the same place, are very different and worth investigating.

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COVID-19

December 2, 2020

A Dogged Attempt at Food Switching in a Pandemic

Dog parents are facing a plethora of new challenges and choices as they strive to keep their pets healthy and happy amid the ongoing crisis. We interviewed over 500 dog owners across the US, Canada and UK to explore those challenges and in particular, the shifting attitudes and behaviours towards trialling different foods and diets.

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Plant-based meat
Food & Beverage

November 2, 2020

Plant-Based Trends and Motivations

Plant-based foods are skyrocketing in demand, even more so now during COVID-19. The Sound dives into the consumer motivations, trends, and brand strategy behind the category’s massive growth. From the eco-friendly trendsetters, to the health-motivated newbies, the motivations behind trying plant-based foods are as diverse as the products available on shelves right now.

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freshly baked bread
COVID-19

May 6, 2020

Home Baking: A Category On the Rise

As pandemic preparation ramped up, bread was one of the first things to sell out. Bread machines sales are up 652%, with flour and baking mixes following not too far behind. So why are people turning to breadmaking with such fervor during a global pandemic? Are there any far-reaching implications for brands beyond the baking category?

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image of wellbeing natural food convention
Cultural Insights

March 20, 2019

Natural Products

Expo West: event summary Earlier this month, Jerusha Bennett, Director of Brand Strategy and Innovation at The Sound’s Chicago office, had a blast attending the...

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