Trends & Takeaways in the Still Hot Protein Product Marketplace - Presented by: Lynn Dornblaser, Director, Innovation & Insight May 22-23, 2018
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Trends & Takeaways in the [Still]
Hot Protein Product Marketplace
Presented by:
Lynn Dornblaser, Director,
Innovation & Insight
© 2018 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.
May 22-23, 2018
Agenda
Consumers: What we see: Inspiration What’s ahead
What they Product from outside
want, and what activity, key the US market
they don’t product
examples
Consumers: What they want, and what they don’t Consumers are conflicted: They want animal-based protein AND they want plant-based protein They see the benefits and advantages of both For plant protein, they choose it for taste and health But their preferences on what they say they would buy differ depending on the category 3
What US consumers say about protein
Say meat is essential to a balanced diet. Men are
67% more likely than women to agree.
70% Say plant-based protein is healthy
Say plant-based foods are more expensive than other
57% foods
Say plant based foods are better for the environment
53% than animal based options
51% Say a meal is not complete without meat
4 Source: Mintel
Looking closer: What consumers say about plant-based protein
Reasons for plant-based food consumption, US
Taste 52%
Health concerns 39%
Avoiding processed foods 39%
Weight management 31%
Save money 16%
Muscle growth 16%
Environmental concerns 13%
Animal protection 11%
Eating a vegetarian diet 10%
Other, please specify 2%
None of the above 10%
5 Source: Mintel
Consumer preferences differ by category, for many reasons
Looking at what consumers say they would buy, we see patterns differ from one
product subcategory to another. A look at the five most active subcategories regarding
protein claims:
Snack/cereal/energy bars:
Purchase intent, selected
subcategories, US • High protein struggles regarding
flavor, price, and brand trust
46%
41%
43% Meal replacement drinks:
• Women and consumers 55+
34% 34%
31% don’t want high protein
29% 28%
Yogurt:
19% 19% • Strength of Greek yogurt;
women 55+ prefer high protein
Meat snacks:
• High protein most favored by
men and 18-34s
Snack/ Meal Yogurt Meat Prepared
cereal/ replacement snacks meals
Prepared meals:
energy bars drinks • High protein meals chosen as
High protein All other an addition to their repertoire;
most chosen by 35-54 year olds
6 Source: Mintel Purchase Intelligence
What we see: Product activity, key product examples Overall introductions of products making a protein claim continue to grow, but North America has the greatest percentage of all intros Not all categories or subcategories are created equal: Snacks drive introductions While some plant-based categories show drops, plant based yogurt expands Mainstream restaurants expand their plant-based offerings 7
Products making a protein claim continues to grow
New food and beverage product introductions, global,
making a protein claim, 2013-May 2018
7,000
6,000
5,000
4,000
3,000
2,000
1,000
0
2013 2014 2015 2016 2017 2018
8 Source: Mintel GNPD
But the pattern is different depending on region
Food and beverage introductions with a protein claim, 2013-
May 2018, by region, as % of all introductions
4.0%
3.5%
3.0%
2.5%
2.0%
1.5%
1.0%
0.5%
0.0%
Middle East & Latin America North America Europe Asia Pacific
Africa
9 Source: Mintel GNPD
A closer look at the US market: Protein continues to grow
US new product introductions with a protein claim, 2013-May
2018, as % of all introductions
6%
5%
4%
3%
2%
1%
0%
2013 2014 2015 2016 2017 2018
10 Source: Mintel GNPDThe most active categories are the ones you would expect
US product introductions with a protein claim, by most active
categories and all other, 2013-May 2018
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
2013 2014 2015 2016 2017 2018
Snacks Other
Dairy Other Beverages
Processed Fish, Meat & Egg Products Meals & Meal Centers
11 Source: Mintel GNPDJust over half of all products come from only five subcategories
US product introductions with a protein claim, most active
subcategories, 2013-May 2018
60%
50%
40%
30%
20%
10%
0%
2013 2014 2015 2016 2017 2018
Snack/Cereal/Energy Bars Meal Replacements & Other Drinks
Spoonable Yogurt Meat Snacks
Prepared Meals
12 Source: Mintel GNPDMost active categories: A few examples
Kind Protein From Real Food Chobani Hint of Madagascar Ancient Nutrition Pure Bone
Double Dark Chocolate Nut Vanilla & Cinnamon Low-Fat Broth Protein Powder
Bar Blended Greek Yogurt
Sweet Earth Enlightened Oberto All Natural Pepperoni
Foods Korean Japchae Jerky
13Innovation from other subcategories
Vegetables: Focus on Side dishes: Growth of Drinking yogurts:
inherent goodness Amaranth Paired with probiotics
Seapoint Farms Organic Bob's Red Mill Grains-Of- Lifeway Probiotic Plain
Edamame Soybeans in Discovery Organic Whole Unsweetened Kefir
Pods Grain Amaranth Cultured Lowfat Milk
Smoothie
14Innovation from other subcategories
Baking mixes: Adding Meal kits: All about the Meat substitutes:
health to indulgence plant protein Growing in popularity
Kodiak Cakes Power Pero Family Farms Beyond Meat Beast Burger
Cakes Protein Packed Southwest Plant-Based 2.0
Buttermilk Flapjack and Protein Salad Kit
Waffle Mix
15A closer look: Three subcategories all about plant protein
US new product introductions, selected subcategories, 2013-
May 2018
120
100
80
60
40
20
0
2013 2014 2015 2016 2017 2018
Plant Based Drinks (Dairy Alternatives)
Meat Substitutes
Plant Based Spoonable Yogurts (Dairy Alternatives)
16 Source: Mintel GNPDInnovation in plant-based products
Plant based drinks: Meat substitutes: Plant based yogurt:
Growth from private Growth from private Unique base
label label ingredients
Walmart’s Great Value True Goodness by Meijer Ripple Blueberry Greek
Original Unsweetened Beet Burger Yogurt Alternative
Almondmilk
17What we’ve seen on restaurant menus
Pecan +18% Quinoa +25% Black bean burger +32%
Menu incidence Menu incidence Menu incidence
Q2 2015-Q2 2017 Q2 2015-Q2 2017 Q2 2015-Q2 2017
Panera Bread Chick-fil-A TGI Friday’s
Roasted Beet, Quinoa & Harvest Kale & Grain Bowl Black Bean & Avocado
Citrus Salad Red quinoa, white quinoa, farro, Burger
Arugula, romaine, kale, and radicchio roasted butternut squash, and diced With spicy mayo made with
blend and pickled red onions tossed apples on a bed of chopped kale Tabasco chipotle pepper sauce,
in apple cider vinaigrette and topped topped with a goat and feta cheese Monterey Jack, white cheddar, and
with quinoa, Gorgonzola, roasted blend and tart dried cherries. Served cola onions.
beets, mandarin oranges, and with a blend of roasted nuts and Image via TGI Friday’s
toasted pecan pieces. light balsamic vinaigrette.
Image via Panera Bread Image via Chick-fil-A
18 Source: Mintel Menu InsightsInspiration from outside the US market While many product types and forms that make a protein claim are similar to what we see in the US, there are some standouts that are different. Each of the products that follow can help inspire your US product development. And all but the last one are here for you to taste! 19
Unexpected categories for protein claims
Chocolate Shelf stable dessert
Potato snacks
confectionery mixes
Snickers Protein Milk Easis Sour Cream & Onion LighterLife Fast Raspberry
Chocolate High Protein Bar Chips, Denmark Mousse, UK
with Caramel Filling and
Peanuts, Switzerland
20Unexpected formats (for the US) for high protein products
Snack in a “ball” format—eat Common in the UK market,
one or all in the package unknown here
Bounce Apple & Cinnamon Protein Bovril High Protein Beef Paste, UK
Punch Energy Ball, Netherlands
21Unexpected (for the US) base ingredients
Soy based drink, a major Oat-based drink, a common
European seller format in Northern Europe
Danone/Wave’s Alpro Unsweetened Soy Orkla’s Get Started by Nutrilett
Drink, Europe Raspberry & Oat Shake, Finland
22What’s ahead Look for continued growth in the protein claim Also expect more plant-based offerings, especially those that use new types of base ingredients Where protein may be coming from in the future: • Drinks made from egg protein • Protein from insects (ICK!) • Meat from the lab 23
Peck - a new high-protein drink for busy consumers
A new egg-based, dairy-free drink, containing 20g of protein from 5 egg whites per bottle, with no artificial
colours, flavours, sweeteners and preservatives, made using eggs that don’t make it to store shelves
because of size or shell discolorations.
© 2018 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.
Source: Peck
24
24 Read on mintel.comLab-grown meat has come a long way, but has a long way to go
2016 2017 2021
Memphis Meat (US) Memphis Meat (US) Memphis
$18,000 per lb $9,000 per lb Meat)
Lab-grown meatball Meatless duck Goal:
and chicken tenders Commercially
available
Mosa Meat (NL)
Working on fat tissue
development
Integriculture
Integriculture (JP) Goal: Lab-
Cultured chicken grown
pancreas, liver, foie gras
muscle and commercially
intestine cells available
Maastricht University (NL) Hampton
€250,000 ($330,000) for 5oz burger Creek (US)
from cow shoulder stem cells Goal: Lab-
grown meat
to market
2013 2018
25 Image source: Memphis MeatInsect protein: Ick factor high in US, but there’s a good message
Consumers in Canada are simply not interested in insect protein to date; we can
assume the data would be similar to the US market. However, companies are finding a
way to make the idea more palatable.
A way in with insect protein would be to use
Canada: 'what foods/ingredients do
them in a way less visible to consumers. In
you use or are you interested in using
China, Real Nutriceutical Shun launched a
instead of meat protein?', Nov 2017
range of nutritional drinks that contains
100% 12% silkworm protein, but this is not overtly
12% 30% 33%
75% 49% 50% promoted on-pack to the consumer.
% agree
66%
23% 24% 85%
50%
76% 20%
31%
25% 47% 42% 26%
31%
19% 12%
0% 8% 4%
Real Nutriceutical
Shun amino acid
drink contains
silkworm powder
Don't use and not interested
Don't use but am interested in using
Currently use
26 Source: MintelWhat’s ahead Look for continued growth in the protein claim Also expect more plant-based offerings, especially those that use new types of base ingredients Where protein may be coming from in the future: • Drinks made from egg protein • Protein from insects (ICK!) • Meat from the lab 27
Thank you
Lynn Dornblaser
Director, Innovation & Insight
312 450 6117
lynnd@mintel.com
@LynnMintel
© 2018 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.
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