protein consumption in emerging markets · consumer electronics entertainment fashion food /...

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Copyright 2015. The NPD Group, Inc. All Rights Reserved. This presentation is Proprietary

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party without the express written consent of NPD.

Protein Consumption

in Emerging Markets

Darren Seifer

Food & Beverage Industry Analyst

Presented to the Protein Trends & Technologies Seminar

May 2015

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Topic 1 — Description of the study

Topic 2 — The U.S. is a different market

Topic 3 — Proteins consumed

Topic 4 — Health issues can be opportunities

Topic 5 — What motivates food selections

Topic 6 — Concerns of the food preparer

Q&A

Agenda

3


Description of the Study

4

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Mexico

Brazil

China

India

Russia

Countries Examined

BRIMC


Study Design

6

Dimension Description

Field period • March / April 2013

Study scope • Respondents report about “yesterday”; study captures weekdays and weekends

• Occasions in-home and away; “end dish” foods and beverages consumed (name of dish captured

in consumer language and category classifications); study did not capture additions / toppings or

ingredients to end dish foods

Methodology • Mix of online and offline data capture as appropriate by country

Sample Design • 5 countries: Brazil, Russia, India, Mexico, China; plus U.S.

• 1000 completes per country (individuals)

• Adults and Children

• Regionally dispersed within a country; sample in / near major metropolitan areas (see below)

• Reporting sample is weighted to the following dimensions based on populations targets: age,

gender, and household size. The sample is also weighted to returns for household income,

household education, and geography to maintain distributions.

Geographies • Brazil: Brasilia, Porto Alegre, Sao Paulo, Recife

• Russia: Moscow, Saint Petersburg, Novosibirsk, Yekaterinburg

• India: Delhi, Mumbai, Chennai, Kolkata

• Mexico: Mexico City, Merida, Monterrey, Guadalajara

• China: Beijing, Shanghai, Guangzhou, Chengdu

• US: South, Northeast, North Central, and West


The U.S. is a Different Market

7


Percent of Occasions by Where Consumed

Across the BRIMC countries, the majority of food and beverage consumption occasions take place in the home.

74 77 78 69

61 76

26 23 22 31

39 24

Brazil Russia India Mexico China US

IN HOME AWAY FROM

HOME

Source: The NPD Group / International Food & Beverage Habits Study, March/April 2013

8


65 62

85

58

70

44

Brazil Russia India Mexico China U.S.


Percent of In-Home Meals Homemade/Partially

Homemade

9

Consumers in BRIMC countries tend to be more hands-on with their meal preparation compared to those in the U.S.


Meal Preparation Responsibility

In most of the BRIMC countries, men are less involved in meal preparation compared to the U.S.

75 83

70 76 78 81

34 33 33 38 53 52


Females Males


10


The Most Important Meal of the Day

0

10

20

30

40

50

60

70


Morning meal

Midday meal

Evening meal

11

The midday meal in the BRIMC countries has greater importance compared to the U.S.

% of individuals who say midday meal is the most important of the day



Average number of food and beverage

items consumed at main meal occasions

12

In certain areas of the world, it’s the afternoon main meal that is most likely to have side dishes.

MEAL COMPLEXITY Brazil Russia India Mexico China US

Morning 2.6 2.6 2.4 2.7 2.1 2.4

Midday 3.5 3.0 2.8 3.1 2.6 2.5

Evening 2.6 2.7 2.6 2.3 2.7 2.8



Proteins Consumed in BRIMC Countries

13


Protein Categories

14


Percent of Meals with a Protein Category

46 47

20

44 43

39

13

26

9

24

18 17


Meal

Between Meal

15

Protein categories are consumed less often in India.



Percent of Meal Occasions with Protein

26

50

17

40

27 27

62

46

23

62

50

34

41 46

18

30

51 52


Morning Midday Evening

16

Compared to the U.S., most BRIMC consumers eat protein more often earlier in the day.



Health Issues in Certain Areas Can Be

Opportunities for Protein Products

17


World Health Organization Anemia Policy

■ Anemia is a condition in which the number and size of red blood cells, or the hemoglobin concentration, falls below an established cut-off value, consequently impairing the capacity of the blood to transport oxygen around the body. Anemia is an indicator of both poor nutrition and poor health.

■ The prevalence of anemia was highest in south Asia and central and west Africa. While the causes of anemia are variable, it is estimated that half of cases are due to iron deficiency.

18

TARGET: 50% reduction of anemia in women of reproductive age by 2025

Source: World Health Organization (WHO)


Very Good Sources of Iron* Good Sources of Iron*

3 ounces of beef or chicken liver 3 ounces of cooked beef

3 ounces of clams, mollusks, or

mussels

3 ounces of canned sardines, canned

in oil

3 ounces of oysters 3 ounces of cooked turkey

Source: WebMD http://www.webmd.com/diet/iron-rich-foods

Sources of Dietary Iron

19

Many of the top sources of iron are also protein sources



Worldwide Obesity Rates - Adults

20

Certain Latin American countries are just behind the U.S. with adult obesity



Worldwide Underweight Rates - Adults

21

India is one of the few countries with an underweight population.


What Motivates Food Selections

22


0 10 20 30 40 50 60

Taste

Convenience

Health

Value


Protein Meal Motivations

23

Good taste and convenience are top motivations when making a protein meal. Chinese protein diners are also likely to state health as a key motivator.




Total Occasions 23% 12% 26% 13% 23% 8%

Morning Meal 30% 15% 22% 12% 14% 8%

Midday Meal 24% 11% 31% 19% 26% 5%

Evening Meal 22% 13% 31% 11% 31% 14%

Between Meals 16% 7% 16% 7% 11% *

Top 5 Foods for

Motivation:

• Rice

• Bread

• Vegs/Legumes

• Meat

• Fruit

• Soup, Stew

• Breads

• Cereal - hot

• Potatoes

• Vegs/Legumes

• Breads

• Rice

• Vegs/Legumes

• Soup, Stew

• Potatoes

• Breads

• Soup, Stew

• Vegs/Legumes

• Meat

• Eggs, Omelets

• Vegs/Legumes

• Rice

• Meat

• Soup, Stew

• Fish, Seafood

• Pasta/Noodles

• Breads

• Vegs/Legumes

• Pasta/Noodles

• Poultry

• Meat

Source: The NPD Group / International Food & Beverage Habits Study, March/April 2013 * = low base size

% of food eatings

at occasion

“Was a traditional family dish” The importance of traditional family dishes is ranked highest by consumers in

Brazil (more likely in the morning) and China (more likely in the evening).


Concerns of the Food Preparer

25


Top Challenges Consumers Face


Top challenges touch fundamental issues.

Having enough money to pay for the groceries I need

■ BRAZIL (27%)

■ MEXICO (15%)

■ US (20%)

Obtaining foods that are safe to eat

■ RUSSIA (18%)

■ CHINA (31%)

Preparing healthy, balanced meals

■ INDIA (19%)


Consumption patterns move like plate

tectonics

27 https://www.flickr.com/photos/mookies/


In Summary

■ Look at aid South Asians with their anemia issues

■ Understand that not all proteins are treated the same and can be used at different day parts depending on the country

■ Keep health, costs, and safety in mind as these are top concerns in many countries

■ Use fact-based decisions when promoting in these key markets

28


Industries

Automotive

Beauty

Consumer Electronics

Entertainment

Fashion

Food / Foodservice

Home

Luxury

Mobile

Office Supplies

Sports and Leisure Trends

Technology

Toys

Video Games

Countries

Australia

Belgium

Brazil

Canada

China

France

Germany

India

Italy

Japan

Mexico

Netherlands

New Zealand

Poland

Russia

South Korea

Spain

Sweden

Taiwan

United Kingdom

United States

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@NPDSeifer

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