Protein Consumption in Emerging Markets · Consumer Electronics Entertainment Fashion Food /...
Transcript of Protein Consumption in Emerging Markets · Consumer Electronics Entertainment Fashion Food /...
The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential
Copyright 2015. The NPD Group, Inc. All Rights Reserved. This presentation is Proprietary
and Confidential and may not be disclosed in any manner, in whole or in part, to any third
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
The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential 2
The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential
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
The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential
Description of the Study
4
The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential 5
Mexico
Brazil
China
India
Russia
Countries Examined
BRIMC
The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential
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 NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential
The U.S. is a Different Market
7
The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential
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
The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential
65 62
85
58
70
44
Brazil Russia India Mexico China U.S.
Source: The NPD Group / International Food & Beverage Habits Study, March/April 2013
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.
The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential
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
Brazil Russia India Mexico China US
Females Males
Source: The NPD Group / International Food & Beverage Habits Study, March/April 2013
10
The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential
The Most Important Meal of the Day
0
10
20
30
40
50
60
70
Brazil Russia India Mexico China US
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
Source: The NPD Group / International Food & Beverage Habits Study, March/April 2013
The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential
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
Source: The NPD Group / International Food & Beverage Habits Study, March/April 2013
The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential
Proteins Consumed in BRIMC Countries
13
The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential
Protein Categories
14
The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential
Percent of Meals with a Protein Category
46 47
20
44 43
39
13
26
9
24
18 17
Brazil Russia India Mexico China US
Meal
Between Meal
15
Protein categories are consumed less often in India.
Source: The NPD Group / International Food & Beverage Habits Study, March/April 2013
The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential
Percent of Meal Occasions with Protein
26
50
17
40
27 27
62
46
23
62
50
34
41 46
18
30
51 52
Brazil Russia India Mexico China US
Morning Midday Evening
16
Compared to the U.S., most BRIMC consumers eat protein more often earlier in the day.
Source: The NPD Group / International Food & Beverage Habits Study, March/April 2013
The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential
Health Issues in Certain Areas Can Be
Opportunities for Protein Products
17
The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential
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)
The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential
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
The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential
Source: World Health Organization (WHO)
Worldwide Obesity Rates - Adults
20
Certain Latin American countries are just behind the U.S. with adult obesity
The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential
Source: World Health Organization (WHO)
Worldwide Underweight Rates - Adults
21
India is one of the few countries with an underweight population.
The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential
What Motivates Food Selections
22
The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential
0 10 20 30 40 50 60
Taste
Convenience
Health
Value
Brazil Russia India Mexico China US
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.
Source: The NPD Group / International Food & Beverage Habits Study, March/April 2013
The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential
Brazil Russia India Mexico China US
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).
The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential
Concerns of the Food Preparer
25
The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential
Top Challenges Consumers Face
Source: The NPD Group / International Food & Beverage Habits Study, March/April 2013
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%)
The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential
Consumption patterns move like plate
tectonics
27 https://www.flickr.com/photos/mookies/
The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential
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
The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential
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
Keep up with what’s new at The NPD Group.
Subscribe to our newsletter and other communications
by visiting npd.com and clicking “Subscribe.”
Thank You
The NPD Group, Inc. | Proprietary and Confidential
Thank You
The NPD Group, Inc. | Proprietary and Confidential 29
@NPDSeifer
www.npdgroupblog.com