What's next for plant-based diets? - What are the opportunities and challenges for producers in the plant-based space? For the mass market, just ...
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
What’s next for plant-based diets? What are the opportunities and challenges for producers in the plant-based space? For the mass market, just being plant-based will no longer be enough.
Experts in what
consumers want
and why THE INNOVATIONS THE CONSUMERS
Find new ideas, track Discover what they
new products, unveil want and why.
new potential.
Since 1972, our predictive
analytics and expert
recommendations have
enabled our clients to
make better business
decisions faster.
THE TRENDS THE MARKET
Understand what’s Know the market size,
shaping demand, today segments, shares and
and tomorrow. forecasts and how it
all adds up.
The world’s leading market
intelligence agency
Our expert analysis of the highest quality data and
market research will help you grow your business.
Agenda 1 BEING PLANT-BASED IS NO LONGER ENOUGH 2 SUSTAINABILITY AND THE THREAT FROM ‘CLEAN MEAT’
BEING PLANT-BASED IS NO LONGER ENOUGH
Plant-based: key challenges at a glance
TASTE NUTRITION OVER-PROCESSED
32% only 14% 31%
of UK consumers agree of UK consumers agree that of French consumers agree
that plant-based (ie plant-based (ie vegan) diets processed plant protein food
vegan) diets are boring are highly nutritious (eg soy burgers) are just as
bad for you as processed
meat (eg beef burgers)
Base: France: 1,000 internet users aged 16+, UK: 2,000 internet users aged 16+
Source: Lightspeed/Mintel
The plant-based trend is here to stay
Europe: percentage of dairy Europe: percentage of processed
category launches that feature select fish, meat and egg category
plant-based claims, Nov 2014 to Oct products that feature select plant-
2019 based claims, Nov 2014 to Oct 2019
9% 5% 5% 5% 5%
4% 4% 4% 4%
7%
6% 3% 3% 3%
5% 2% 2%
4% 4% 4%
3% 1% 1%
2% 2%
Vegetarian Vegan/No Animal Dairy Free
Vegan/No Animal Ingredients Dairy Free Ingredients
Nov 2014 - Oct 2015 Nov 2015 - Oct 2016 Nov 2016 - Oct 2017 Nov 2014 - Oct 2015 Nov 2015 - Oct 2016 Nov 2016 - Oct 2017
Nov 2017 - Oct 2018 Nov 2018 - Oct 2019 Nov 2017 - Oct 2018 Nov 2018 - Oct 2019
Source: Mintel GNPD : Dairy, Processed meat, fish and egg
Vegan claims continue to grow across European countries
Europe and select European countries: percentage of food and drink
launches that feature VEGAN claims, Nov 2014 to Oct 2019
17%
15%
12%
11%
10%
6% 6%
5%
4%
3%
2% 2%
Europe France Germany Spain Denmark Italy
Nov 2014 - Oct 2015 Nov 2015 - Oct 2016 Nov 2016 - Oct 2017 Nov 2017 - Oct 2018 Nov 2018 - Oct 2019
Source: Mintel GNPD: Europe, France, Germany, Spain, Denmark, Italy
Plant-protein ingredients have a number of roles in vegan
food and drink
Wheat gluten: base ingredient Pea protein: to deliver a '13g Rice protein: to deliver
Sainsbury's Plant Pioneers Smoky of protein' claim technical characteristics
Vacon Rashers Vega Protein Raspberry Cashewmilk Nescafé Gold Oat Latte
First ingredients listed on-pack are: Yogurt Alternative This dairy alternative latte contains
water, wheat gluten (19%), coconut First ingredients listed on-pack: hydrolysed rice protein. UK
milk (14%) (coconut milk, water), cashewmilk (filtered water, cashews),
rapeseed oil, vegetable suet (palm oil, pea protein, prebiotic (inulin (chicory
rice flour), fortified wheat flour. UK root extract)), raspberries, coconut
sugar, natural flavors. US
Source: Mintel GNPD
Consumer interests in free-from dieting may threaten
established proteins like soy
Germany: foods/ingredients avoided by the individual or the household, %
of consumers who agree, 2018 Q4
35
33
29 28 29
26 27 27
22 23 23
19 20
18
14 15 14 14
13 13 12
10 11
9
Dairy Wheat Gluten Soya
All age groups Age 16-24 Age 25-34 Age 35-44 Age 45-54 Age 55+
Base: Germany: 1,000 internet users aged 16+
Source: Lightspeed/Mintel
Consumer interest in free-from dieting and cleaner labels will drive demand for 'new' plant-protein ingredients Pea protein: 'no soy Oat protein: 'free from Potato protein: 'free from and no gluten' soy and wheat' gluten and lactose' Beyond Meat Beyond Sausage Gold&Green Nyhtökaura Pulled Oats Migros Coco Ice-Land Coconut & Plant-Based Sausages with Tomato Piña Colada Ice Cream Cones Ingredients include: water, pea protein First ingredients listed on-pack are: This coconut milk based product isolate (16%), coconut oil, sunflower water, oats (18%) (oat bran, contains potato protein. Switzerland oil, rice protein, faba bean protein. wholegrain oat flour, oat protein, oat UK extract), pea protein (18%), broad Source: Mintel GNPD bean protein (10%). Finland
Most consumers don't embrace extreme diets like veganism,
opening opportunities for products for flexitarian consumers
IN FRANCE IN ITALY IN SPAIN
26% just 7% 42%
of consumers agree they of consumers agree of consumers would be
are actively reducing their they are vegan interested in trying dairy milk
consumption of, or that is blended with plant-
avoiding, dairy based milk (eg almond milk,
coconut milk).
Base: France: 1,000 internet users aged 16+, Italy: 1,000 internet users aged 16+, Spain: 1,826 internet users aged 16+ who have used
and bought milk/cream in the last 3 months
Source: Lightspeed/Mintel'Best of both' hybrid products are emerging in the dairy category Aug 2019, Dairy Farmers of America July 2019, Chobani announce a range of launched plant + dairy milk from Live Real dairy yogurts with nut butters Farms. US Source: Live Real Farms, Chiobani
Ingredient to watch: Fava bean protein is still niche but emerging
As a vegan alternative As a functional ingredient As part of a protein blend
Arctic Zero's Vanilla Flavor Non-Dairy Beyond Meat Hot Italian Plant-Based No Cow Chocolate Sea Salt Energy Bar.
Dessert Bars Dipped in Chocolate Sausages.
Fava bean protein is part of the brand's
Liqueur.
Fava bean protein, along with other signature superfood blend and is
Uses fava bean protein concentrate ingredients, help with texture and blended with pea protein and brown rice
with acacia gum, tara gum, guar gum moisture retention in this pea protein protein to provide 12g of protein per 50g
and a prebiotic fiber to create their isolate-based meat alternative. US serving in this vegan energy bar. US
non-dairy line of frozen desserts. USAttention to 'ultra-processed foods' may drive further demand for clearer information about processing techniques Research published on 'processed foods' may start to draw further attention to 'processing' from consumers. Examples include 'The consumption of ultra-processed foods and cancer risk', published in the British Medical Journal, and 'Household availability of ultra- processed foods and obesity in nineteen European countries', published in the Public Health Nutrition journal. Source: ScanUp; Open Food Facts; Siga
Plant-based products must deliver consumer expectations for
transparency and naturalness
44% 41% 31%
of UK consumers agree that of UK consumers agree that of UK consumers agree that
it is unclear what ingredients meat-free foods with a short meat-free foods are too
are used in meat-free foods ingredients list are more processed to be healthier
appealing than those with a than meat
long ingredients list
Base: 2,000 internet users aged 16+
Source: Lightspeed/MintelConsumer interest in 'real' and 'whole' foods may threaten
plant-proteins with a more processed image
In the US, Lundberg Family
Farms and Green Giant each
highlight the high-protein
content in their plant-based
frozen meals, which are made
without meat substitutes.
These high-protein, plant-only
meals could attract consumers
who want to eat more plants,
but also feel meals should be
anchored in protein.
Lundberg Grainspirations Beans & Green Giant Harvest Protein Bowls
Greens Rice & Quinoa Bowl. US California Style. USAlthough often linked to health, consumers are unsure about
the nutritional benefits of plant-protein foods
Select European countries: benefits of plant protein foods compared to
animal protein foods, % of consumers who agree, 2018
50
46 47
39
34
23 25
16 17 15
Are generally better for your health Are more nutritious
France Germany Italy Spain Poland
Base: internet users aged 16+, 1,000 in each country
Source: Lightspeed/MintelHighlight nutritional qualities of plant-based products that are a match to their conventional counterparts 'Contains all essential 'A natural source of iron' 'Contains added vitamin B12' amino acids' Nestlé Kök Incredibly Meatless Lidl My Best Veggie Vegetarian Califia Farms Unsweetened Incredible Meatless Incredible Mince Meatballs Vanilla Übermilk This vegan soy mince is made from Based on soy and wheat protein. Contains 8g plant protein, all plant-based ingredients and is Contains added iron and vitamin B12, essential amino acids and a described as being high in protein and is rich in fibre, and high in protein. Spain complementary blend of oat, pea a natural source of iron. Sweden and sunflower proteins. US Source: Mintel GNPD
SUSTAINABILITY AND THE THREAT FROM 'CLEAN MEAT'
Younger consumers are often as concerned about planetary
health as their own health
UK: behaviours relating to processed poultry and red meat meal
components, % of consumers who agree, July 2018
46% 46%
39% 38%
32%
26%
Age 16-34 Age 35-54 Age 55+
Health concerns have caused me to limit/reduce the amount of processed meat I eat
Environmental concerns have caused me to limit/reduce the amount of processed meat I eat
Base: UK: 1,445 internet users aged 16+ who eat and buy processed meat main meal components
Source: Lightspeed/MintelScience and the media raise consumer awareness of how our food and drink impacts on the health of the planet The BDA Eating patterns for health and BBC News, Climate change: Which vegan environmental sustainability, Nov 2018 milk is best?, Feb 2019 Source: The BBC News, The British Dietetic Association,
Many consumers believe that plant-protein foods are better
for the environment in comparison to animal proteins
Select European countries: benefits of plant protein foods compared to
animal protein foods, % of consumers who agree, 2018
34 35
30 31 31
22 23
19 20
17
Are better for the environment Are more ethical
France Germany Italy Spain Poland -
Base: internet users aged 16+, 1,000 in each country
Source: Lightspeed/MintelPlant-based foods can appeal to eco-dieters by promoting
their eco credentials
'Health, sustainability, animal 'Generates less carbon-dioxide
welfare benefits' than cows'
Beyond Meat The Beyond Burger Alpro Sugar-Free Roasted Almond Milk Drink
Plant-Based Patties
The product is said to use less water and terrain
'We hope plant-based meats allow consumers to and generate less carbon-dioxide than cows,
eat more not less, of traditional dishes while therefore being better for the planet. France
feeling great about the health, sustainability and
animal welfare benefits of plant protein'. US
Source: Mintel GNPD'Clean meat', often promoted as a sustainable alternative to
farmed meat, could threaten plant-protein foods
Cell-based meat, also known as 'clean
meat', is an alternative to meat derived
from live animals. In cell-based meat,
animal cells are cultivated in-vitro.
Cell-based meats do not have the issues
associated with animal-grown meats such
as animal welfare issues, antibiotic traces
and environmental impact.
Even though it will be a long time before
'clean meat' is commercialised, plant-
based meat alternatives need to be ready
for the competition.
Source: Aleph Farms'Clean meat' could be the answer for consumers who are not
quite ready to give up meat
Plant-based meat alternative brands need to focus on their message about the benefits of meat
alternatives, especially proving the nutritional benefits of these products.
23% 67% 66%
of Canadians think meat of US consumers agree of Chinese consumers aged
alternatives have unclear meat is essential to a 20-49 think you can't get
benefits balanced diet enough nutrition from eating
only plant-based foods
Base: Canada: 2,000 internet users aged 18+; US: 2,000 internet users aged 18+; China: 3,000 internet users aged 20-49
Source: Lightspeed/Mintel; KuRunData/MintelHowever, most consumers will show high levels of
resistance to new technologies like 'clean meat'
Select European countries: lab/cultured/synthetic meat appeals to me, % of
consumers who agree, 2018
55 52
68 66
76
32
36
21 22
16
11 10 12 16
9
France Germany Italy Spain Poland
Agree Neither agree nor disagree Disagree
Base: internet users aged 16+, 1,000 in each country
Source: Lightspeed/MintelCellular agriculture and synthetic biology are poised to
advance into new and more complicated categories
Sustainability is a clear Consider the market Develop more
opportunity for lab-grown for ingredients premium proteins
seafood
US-based start-up Perfect Aleph Farms claims they have
Finless Foods is using Day uses fermentation and produced the first cell-grown
cellular agriculture to create genetically engineered yeast minute steak that has a similar
affordable fish to produce animal-free dairy shape, texture and appearance
and sustainable seafood proteins. The company has to beef muscle tissue. Minute
that is healthy. changed focus from steak is described as a thinly
launching branded products sliced meat that cooks within a
to creating ingredients. minute.The opportunity Prioritise taste, naturalness Focus on planetary health, Keep an eye on 'clean meat' and nutrition as well as human health and new technologies Major brands are launching Plant-based foods are well Prepare for future competition plant-based food and drink; positioned to rival their from 'clean meat‘ and other however, for these products conventional counterparts new technologies by to extend their appeal to where food sustainability is improving consumers' mainstream consumers, concerned, and should be perception of the taste and naturalness, nutrition and able to capture the attention other benefits of plant-based taste should be the focus. of eco-dieters. meat alternatives.
Meet the Expert Emma Schofield Senior Analyst - Global Food Science The world’s leading market intelligence agency Our expert analysis of the highest quality data and market research will help you grow your business.
You can also read
