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An Analysis of Alternative Amino Acids – Barriers and Recommendations for Improved Consumption.
And How the Company ‘G&G’ can benefit from use of the ISM Framework
Table of Contents
Executive Summary 1
Introduction and Background 2
Key User Groups 3
Analysis Using the ISM Tool 4
Type chapter title (level 2) 5
Type chapter title (level 3) 6
Introduction
Since many years a heated debate is taking place between customers and sellers seeking the probability
of attractiveness within the market of organic supplements. When we seek through the local (British)
isle, a growing trend is seen among all supplement selling organizations that are preferring vegan based
products that are devoid of any non vegan particles. Although there may be other reasons but this is
soundly believed that most probably it is because of ecological worries, wildlife betterment and a
variance in buyer’s deportment (Bashi et al, 2019). Also there with social media and television media
debating about this issue there is more awareness on these grounds. One British organization is
changing the dynamic by offering “Greener supplements” is ‘G&G’. This company is offering cutting edge
supplements while maintaining its motto of “100% renewable, vegan-based energy”. This will help the
earth by releasing lesser pollutants in the air. We will focus on this organization while proceeding with
our study as it is the crux of our domain. Although greener products have been on the rise it is widely
accepted that the previously accepted animal based supplements are for the time being in control of the
market. Several studies incline towards the fact that individual intake of supplement rates within the
British public have only declined 1% every year as a public as related to year 2014 (AHDB, n.d). To get a
better grip of this phenomenon we have to go through the underlying reasons and that affect this. Our
primary objective is to implement ISM in this perspective [see appendix 1], it is a very effective tool to
better understand the driving forces and motivation of buyers (SSN, 2021). This study will take a deeper
look at the buyer stance in this perspective throughout the British populace while looking through all
factors necessarily affecting this phenomenon. We will also look to see the markets in which this
phenomenon occurs. In the end we will look to devise a strategy for the organization for greater reach in
the market while catering to the buyers that are already available.
Alternative Amino Acids
Stats suggest that there is an increasing trend during the past century to switch to vegan based
supplementation as it is becoming increasingly evident that earth can not put up to the rapid rise in
human population based on its resources as the increase in human population is putting a lot of burden
on earth’s resources. (Wallace-Wells, 2019). Also increase in pollutants being released in air have
adverse effects on earth’s atmosphere and also has devastating effects on Ozone layer protecting from
Sun’s harmful Ultraviolet rays, everything indicates earth’s resources are being depleted (Liu, 2018). We
can also safely say that with each passing day common people’s knowledge on the subject will increase
with time with regards to amino acids’ effect on global pollution. Also most countries are passing law
and implementing regulations that will see through the decrease in emission of dangerous greenhouse
gases into earth’s atmosphere. People have an increased understanding on the subject of organic foods
and are implementing dietary changes to include more and more vegan plant based dietary
supplements in their regime. The rise of plant based vegan diet suggests the possible explanation of
increase in popularity of companies such as “G&G” taking a strong reputation among the consumers.
Target Group:
Studies suggest that there is a huge variance in regards to the buyers and that 1 age group can’t be
relied based on sales. This is due to the equal dissemination of knowledge through all age groups
through the evolution in social media and many different outlets providing information through every
known source. It is estimated that Generation Y represent the largest factor in deciding customer’s
priority (Cargill, 2017). Various studies suggest that post-millenials are the prime objective having 25% in
British isle suggesting that they want to intake plant based vegan amino acids (Johnson, 2021). This
study is close by Generation Y (15%) and the Latchkey generation (14%). This is also further cemented by
the fact that large population lying in the age group of 18 - 44 prefer buying vegan supplements on a
more frequent basis. Logic for buying plant based products is based on social awareness, feasibility and
wild protection awareness (Packaged facts, 2020). Also, through the nest 20 years, it has been
approximated that as post-millenials produce better effect on the market, this will result in a varying
effect in plant based organic amino acids (Ho, 2020). Within the study it has also been found that the
people buying plant products had a higher earnings potential and are more aware of the consequences
of buying animal based amino acids.
But more and more people prefer to be easy going rather having a rigid approach on the matter.
(Mehmet, 2019).

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An Analysis of Alternative Amino Acids – Barriers and Recommendations for Improved Consumption.

Alternative Amino Acids

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