Stakeholders’ opinions and marketing mix strategies for innovative plant-based products

The purpose of this dataset is to provide the data of Deliverable 5.4, which analyses the opinions and suggestions of stakeholders regarding the commercialization of seven plant-based products developed as part of the LOCALNUTLEG project. Nine experts and professionals from the Catalan nut and legume value chains were surveyed and brought together in a focus group session held in Barcelona (Spain) in April 2023, where they were asked to prioritize the commercialization policies per each LOCALNUTLEG product. The Analytic Hierarchy Process method was used to prioritize marketing actions per each product. Industry and market stakeholders, policy-makers, and researchers can use the results to develop product and marketing strategies for plant-based innovative products.