Silveira, Catherine daKemna, LenaFranco, Mariana Costa Valente Simões2020-11-132020-11-132020-01-172020-01-03http://hdl.handle.net/10362/107064Worldwide consumption of vegan products has substantially increased in the last decade,asconsumers become more aware ofthehealth, environmental and ethical consequences of consuming animal products. Leveraging on this trend, well-known retail brands decided to invest and created their range of vegan products, includingvegan versions of their best-sellers. The ice-cream category is one of these categories. In this Work Project, by combiningmultipleresearch techniques, it was possible to understand how veganismhas evolved, and how this reflects onshopper's behavioursand motivations. The insights collected made it possible to identify the most appropriate group of consumers brands should targetinPortugal, as well as propose some marketing recommendations for them to take advantage of this growing trend.These recommendations are not directed to one company only, but rather it is a casestudy that can be an example for other categories in Portugaland abroad.engVeganismIce-creamBrand managementStrategic marketingmaster thesis202495990