Trends & Takeaways in the [Still] Hot Protein ... Source: Mintel Purchase Intelligence Consumer...

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Transcript of Trends & Takeaways in the [Still] Hot Protein ... Source: Mintel Purchase Intelligence Consumer...

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    0 1 8

    M in

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    C o n fi d e n ti a l

    to M

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    Trends & Takeaways in the [Still]

    Hot Protein Product Marketplace Presented by:

    Lynn Dornblaser, Director,

    Innovation & Insight

    May 22-23, 2018

  • Agenda

    Consumers:

    What they

    want, and what

    they don’t

    What we see:

    Product

    activity, key

    product

    examples

    Inspiration

    from outside

    the US market

    What’s ahead

  • 3

    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

    Consumers: What they want, and what they don’t

  • 4

    Say meat is essential to a balanced diet. Men are

    more likely than women to agree.67%

    Say plant-based protein is healthy70%

    Say plant-based foods are more expensive than other

    foods 57%

    Say plant based foods are better for the environment

    than animal based options 53%

    Say a meal is not complete without meat51%

    Source: Mintel

    What US consumers say about protein

  • 5 Source: Mintel

    Looking closer: What consumers say about plant-based protein

    52%

    39%

    39%

    31%

    16%

    16%

    13%

    11%

    10%

    2%

    10%

    Taste

    Health concerns

    Avoiding processed foods

    Weight management

    Save money

    Muscle growth

    Environmental concerns

    Animal protection

    Eating a vegetarian diet

    Other, please specify

    None of the above

    Reasons for plant-based food consumption, US

  • 6

    Snack/cereal/energy bars:

    • High protein struggles regarding

    flavor, price, and brand trust

    Meal replacement drinks:

    • Women and consumers 55+

    don’t want high protein

    Yogurt:

    • Strength of Greek yogurt;

    women 55+ prefer high protein

    Meat snacks:

    • High protein most favored by

    men and 18-34s

    Prepared meals:

    • High protein meals chosen as

    an addition to their repertoire;

    most chosen by 35-54 year olds

    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:

    Source: Mintel Purchase Intelligence

    Consumer preferences differ by category, for many reasons

    29%

    19%

    46%

    31% 34%

    41%

    19%

    43%

    28%

    34%

    Snack/

    cereal/

    energy bars

    Meal

    replacement

    drinks

    Yogurt Meat

    snacks

    Prepared

    meals

    Purchase intent, selected subcategories, US

    High protein All other

  • 7

    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

    What we see: Product activity, key product examples

  • 8 Source: Mintel GNPD

    Products making a protein claim continues to grow

    0

    1,000

    2,000

    3,000

    4,000

    5,000

    6,000

    7,000

    2013 2014 2015 2016 2017 2018

    New food and beverage product introductions, global, making a protein claim, 2013-May 2018

  • 9 Source: Mintel GNPD

    But the pattern is different depending on region

    0.0%

    0.5%

    1.0%

    1.5%

    2.0%

    2.5%

    3.0%

    3.5%

    4.0%

    Middle East & Africa

    Latin America North America Europe Asia Pacific

    Food and beverage introductions with a protein claim, 2013- May 2018, by region, as % of all introductions

  • 10 Source: Mintel GNPD

    A closer look at the US market: Protein continues to grow

    0%

    1%

    2%

    3%

    4%

    5%

    6%

    2013 2014 2015 2016 2017 2018

    US new product introductions with a protein claim, 2013-May 2018, as % of all introductions

  • 11 Source: Mintel GNPD

    The most active categories are the ones you would expect

    0%

    10%

    20%

    30%

    40%

    50%

    60%

    70%

    80%

    90%

    100%

    2013 2014 2015 2016 2017 2018

    US product introductions with a protein claim, by most active categories and all other, 2013-May 2018

    Snacks Other

    Dairy Other Beverages

    Processed Fish, Meat & Egg Products Meals & Meal Centers

  • 12 Source: Mintel GNPD

    Just over half of all products come from only five subcategories

    0%

    10%

    20%

    30%

    40%

    50%

    60%

    2013 2014 2015 2016 2017 2018

    US product introductions with a protein claim, most active subcategories, 2013-May 2018

    Snack/Cereal/Energy Bars Meal Replacements & Other Drinks

    Spoonable Yogurt Meat Snacks

    Prepared Meals

  • 13

    Kind Protein From Real Food

    Double Dark Chocolate Nut

    Bar

    Chobani Hint of Madagascar

    Vanilla & Cinnamon Low-Fat

    Blended Greek Yogurt

    Ancient Nutrition Pure Bone

    Broth Protein Powder

    Oberto All Natural Pepperoni

    Jerky

    Sweet Earth Enlightened

    Foods Korean Japchae

    Most active categories: A few examples

  • 14

    Seapoint Farms Organic

    Edamame Soybeans in

    Pods

    Bob's Red Mill Grains-Of-

    Discovery Organic Whole

    Grain Amaranth

    Lifeway Probiotic Plain

    Unsweetened Kefir

    Cultured Lowfat Milk

    Smoothie

    Vegetables: Focus on

    inherent goodness

    Side dishes: Growth of

    Amaranth

    Drinking yogurts:

    Paired with probiotics

    Innovation from other subcategories

  • 15

    Kodiak Cakes Power

    Cakes Protein Packed

    Buttermilk Flapjack and

    Waffle Mix

    Pero Family Farms

    Southwest Plant-Based

    Protein Salad Kit

    Beyond Meat Beast Burger

    2.0

    Baking mixes: Adding

    health to indulgence

    Meal kits: All about the

    plant protein

    Meat substitutes:

    Growing in popularity

    Innovation from other subcategories

  • 16 Source: Mintel GNPD

    A closer look: Three subcategories all about plant protein

    0

    20

    40

    60

    80

    100

    120

    2013 2014 2015 2016 2017 2018

    US new product introductions, selected subcategories, 2013- May 2018

    Plant Based Drinks (Dairy Alternatives)

    Meat Substitutes

    Plant Based Spoonable Yogurts (Dairy Alternatives)

  • 17

    Walmart’s Great Value

    Original Unsweetened

    Almondmilk

    True Goodness by Meijer

    Beet Burger

    Ripple Blueberry Greek

    Yogurt Alternative

    Plant based drinks:

    Growth from private

    label

    Meat substitutes:

    Growth from private

    label

    Plant based yogurt:

    Unique base

    ingredients

    Innovation in plant-based products

  • 18

    Panera Bread

    Roasted Beet, Quinoa &

    Citrus Salad

    Arugula, romaine, kale, and radicchio

    blend and pickled red onions tossed

    in apple cider vinaigrette and topped

    with quinoa, Gorgonzola, roasted

    beets, mandarin oranges, and

    toasted pecan pieces.

    Image via Panera Bread

    Chick-fil-A

    Harvest Kale & Grain Bowl

    Red quinoa, white quinoa, farro,

    roasted butternut squash, and diced

    apples on a bed of chopped kale

    topped with a goat and feta cheese

    blend and tart dried cherries. Served

    with a blend of roasted nuts and

    light balsamic vinaigrette.

    Image via Chick-fil-A

    TGI Friday’s

    Black Bean & Avocado

    Burger

    With spicy mayo made with

    Tabasco chipotle pepper sauce,

    Monterey Jack, white cheddar, and

    cola onions.

    Image via TGI Friday’s

    Pecan +18%

    Menu incidence

    Q2 2015-Q2 2017

    Quinoa +25%

    Menu incidence

    Q2 2015-Q2 2017

    Black bean burger +32%

    Menu incidence

    Q2 2015-Q2 2017

    Source: Mintel Menu Insights

    What we’ve seen on restaurant menus

  • 19

    While many product types and forms

    that make a protein claim are similar

    to what we see in the US, there are

    some sta