fmcg gurus: alternative protein sources: current and ... · protein snack bars plant-based foods...

Information Classification: General

FMCG GURUS: Alternative protein sources: current and future market trends within the food, drink and nutritional supplement space

Mike Hughes


AGENDA

Introduction to FMCG Gurus

Outlining consumer attitudes and behaviors when it comes to alternative protein sources

Understanding key barriers and opportunities when it comes to alternative protein sources

Identifying product categories where plant-based protein claims are most influential on

purchasing habits

Conclusion



FMCG Gurus: Bespoke and syndicated research

About us

Headquartered in London, UK

Specific focus on nutrition and health, covering key categories such as healthy ageing, sports nutrition,

protein and alternative protein sources, clean label and general health and wellness

Over 250,000 consumers surveyed across over 30 countries in the last eight months

Particular focus on understanding the true drivers of consumer behavior

[email protected]


Definition and methodology

For the purpose of this presentation, alternative protein sources are defined as…

FMCG Gurus defines alternative protein sources as…

Non-animal based protein sources, primarily plant-based and insect protein sources

In Q4 2018, FMCG Gurus interviewed 10,000 consumers across the following countries

This was done as part of FMCG Gurus wider Healthy Ageing survey series

which interviewed over 70,000 respondents across the ten countries

Australia – 1,000 respondents

Brazil – 1,000 respondents

Canada – 1,000 respondents

China – 1,000 respondents

France – 1,000 respondents

Germany – 1,000 respondents

Italy – 1,000 respondents

Spain – 1,000 respondents

UK – 1,000 respondents

US – 1,000 respondents


AGENDA





purchasing habits

Conclusion


Changing dietary habits are resulting in consumers across the globe

trying to cut down on their meat intake

Meat reduction is one of two key consumer reasons for growing demand in alternative

protein sources

How would you describe your diet?

Global, 201854%

6% 2% 3%

36%

I am a meat eater I am a pescatarian I am a vegetarian I am vegan I am a flexitarian

46% of consumers across the globe follow a diet that is based around meat avoidance or meat reduction

66%Of meat eaters

have looked to

reduce meat intake

in last

year

Health, sustainability and cost are the primary reasons why

consumers are looking to reduce intake of meat

However, this will be an issue for 61% of consumers

across the globe who say that meat is a key source of

protein

This is driving demand for alternative protein sources


Meat reduction is occurring at a time when consumers are looking to

increase their protein intake for general health and wellness purposes

Consumers want more protein in their diets for a variety of reasons

What benefits do you associate with protein in

general. Global, 2018

4%

18%

20%

21%

27%

28%

31%

34%

35%

43%

46%

46%

65%

Other

Helps reduce signs of ageing

Improve blood sugar levels

Helps improve gut health

Helps improve heart health

Helps with weight loss

Helps improve bone health

Helps improve brain health

Improves mental wellbeing

Help me keep active as I age

Increases muscle mass

Helps improve energy levels

General health and wellness

Would you like to increase the amount of

protein you have in your diet?. Global,

2018

30%

40%

30%

Yes No Not sure

Protein is associated with general health and wellness benefits as opposed to specific benefits such as

increasing muscle mass and helping aid weight loss

This is resulting in health conscious consumers wanting to increase their intake of protein


These two conflicting attitudes and behaviors is resulting in consumers

looking to incorporate plant-based protein into their diets

Whilst animal-based protein remains the most popular source, plant-based products are

being incorporated into diets

How often do you eat these types of food or

food/drink that contain this ingredient?: Top

twelve answers

Global (occasionally/regularly/daily)

25%

25%

26%

27%

28%

30%

31%

31%

33%

37%

42%

54%

White beans

Tofu

Chickpeas

Sunflower seeds

Quinoa

Black beans

Soy

Oatmeal

Red beans

Lentils

Peas

Rice

Please now think about the current amount of

protein you consume. How do you get your

protein from? Global, 2018

7%

17%

20%

25%

42%

54%

61%

Other

Sports nutrition food anddrink

Nutritional supplements

Protein snack bars

Plant-based foods

Animal-based foods

Meat

Four in ten consumers say that they get protein from plant-based food

Consumers demonstrate that they incorporate a wide variety of plant-based foods into their diet. This

highlights the opportunity to grow the market amongst mainstream consumers who are changing their diets


Consumers are receptive – to some extent – of incorporating insects into

their diets

There is a clear divide in opinion when it comes to willingness to sample insects between

younger and older consumers

How appealing does this concept of insects as a form of processed food sound?

Global, 2018

39%

21% 21%13%

6%

Very unappealing Unappealing Not sure Appealing Very appealing

43%35% 32%

46%

Protein content Sustainability reasons Sounds tasty New flavor

What type of insect sounds appealing?

Consumers who said appealing or very appealing. Global, 2018

38% 31% 37%29% 35%

22%

Crickets Meal-worms Grasshoppers Beatles Locusts Cockroaches

What kind of insects would you try?

Consumers who said appealing or very appealing. Global, 2018


...Almost half of all consumers are willing to sample meat grown in a

laboratory

Meat grown in a lab offers benefits for both the consumer and the environment

Would you eat meat developed in a laboratory?

Global, 2018

19% 19% 17%

35%

10%

No I don’t think so

Not sure Yes –possibly

Yes –definitely

Younger adults more willing to sample meat grown in a lab

Seen as a more sustainable option than meat because of reduced carbon footprint

Also something that could prove key in addressing the scenario of a growing population and continued food

shortage

Reassurance about taste is key


AGENDA




Identifying product categories where plant-based protein claims are most influential on purchasing

habits

Conclusion


Taste and lack of nutrition are two key issues that can act as a barrier

when it comes to alternative protein products

Would you say that plant-based protein tastes…?

Global, 2018

17%

30%

34%

12%

7%

… Much worse than animal protein

…Worse than animal protein

…Just as good as animal protein

…Better than animal protein

…Much better than animal protein

Irrespective of health concerns,

consumers are primarily motivated by

taste and enjoyment

One of the main reasons people

reluctant to give up on meat is that

they say it tastes too good

Vegan and vegetarian products can

often be associated with taste being

bland and boring

Related to taste and enjoyment, some

consumers can feel that plant-based

products are not as satiety enhancing


Price sensitivity and perceptions around nutrition can prevent

purchasing of plant-based protein products

What barriers do you think exist when it comes to plant-

based protein?

Global, 2018

15%

27%

31%

31%

37%

Other

Plant protein less nutritious thananimal-based protein

Plant protein more expensive thananimal-based protein

Lack of nutrition with plant-basedprotein (i.e. lack of vitamin B12)

Plant protein less tasty than animal-based protein

When it comes to everyday

consumption occasions, it is crucial

that products are deemed to be

compromise-free

Price sensitivity is a genuine concern

for consumers at the moment. As such

people can be reluctant to trade-up –

especially if they feel products are

lacking in taste.

Additionally, there can also be

concerns amongst some consumers

that vegan and vegetarian style

products lack nutritional value

compared to animal products


Some alternative protein sources can be seen as too radical in the eyes of

the consumer

81%

Of consumers are

unsure or

unwilling to try

insect protein

The insect protein market will remain something of a niche, particularly in North America and Europe

This is because for the majority of consumers, the concept of eating insects in any capacity is seen as too

radical

Seniors are particularly reluctant to sample insects

13% say too expensive

29% concerned about taste

28% concerned about texture

57% disgusted by the idea


AGENDA





purchasing habits

Conclusion


Taste and lack of nutrition are two key issues that can act as a barrier

when it comes to alternative protein products

37%

48%

58%

39%

48%

61%

Weekend evenings

Weekend afternoons

Weekend mornings

Weekday evenings

Weekday afternoons

Weekday mornings

Proportion of consumers who deem their diets to be healthy at the following times

Global, 2018

Consumers are not health-orientated 100% of the time

The desire to be healthy peaks in the morning, before consumers

becoming more indulgent-orientated as the day progresses

Morning and mid-morning key consumption occasions to target

with alternative protein products


Launch better-you products that offer consumers a guilt-free treat in the

morning

The key for brands is understanding which

occasions to target and with which products:

Positioning – focus needs to be round either

offering a convenient health boost or a guilt-

free moment of indulgence

Informal consumption occasions – consumers

want products that are quick and convenient to

eat or drink

Categories associated with nutritional value-

consumers more likely to seek out better-for-

you options in product categories they deem to

be healthy/healthier

Categories associated with real

ingredients/natural formulation – again,

credibility around claims is key – consumers

want to avoid artificial ingredients


AGENDA




Identifying product categories where plant-based protein claims are most influential on purchasing

habits

Conclusion


Key conclusions

There is demand for alternative protein sources at a time when dietary habits are changing

and consumers want to increase their protein intake. Indeed, plant-based protein products

are being sought out by the “everyday” consumer

Consumers are becoming more aware of plant based protein sources and recognize this as

a valid source of protein. Moreover, many plant-based protein sources can be incorporated

into everyday diets

It is critical that plant-based protein products are deemed to be compromise-free. That is,

products are seen as tasty, healthy and affordable. This is particularly important when

targeting everyday consumers

It is also important to recognize that the insect protein market will remain a niche. This is

because whilst a small group of consumers find the concept experimental, many consumers

find the concept repulsive

Impulse categories – particularly targeted at morning and mid-morning consumption

occasions – are key for driving the alternative protein market. Brands should look to avoid

categories inherently associated with indulgence

fmcg gurus: alternative protein sources: current and ... · protein snack bars plant-based foods...

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