The evidence presented so far indicates that the HVM obtained in this study portray a fairly accurate and complete
picture of the motives behind meal choice mentioned during the laddering interviews. It is, thus, reasonable to assume that these findings can constitute a solid basis forthe design of future quantitative studies, aiming to uncover the relevance of different meal-related ACV chains for individual consumer segments. Of particular importance is to determine how the outcome of the trade-offs taking place between the convenience and health-related aspects of meal consumption may vary across different settings and consumer segments. It would be equally interesting to find out to what extent moral issues related to the use of meal replacing alternatives are influencing food-related attitudes and behaviours. Finally, the main outcomes of this study should be also taken into account when searching for means of improving the image and intrinsic quality of meal solutions, as well as in the development of new mealreplacing products.