© 2
018
Min
tel
Gro
up
Ltd
. A
ll R
ights
Reserv
ed.
Confidential
to M
inte
l.
Trends & Takeaways in the [Still]
Hot Protein Product MarketplacePresented 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 standouts that are different.
Each of the products that follow can
help inspire your US product
development.
And all but the last one are here for
you to taste!
Inspiration from outside the US market
20
Snickers Protein Milk
Chocolate High Protein Bar
with Caramel Filling and
Peanuts, Switzerland
Easis Sour Cream & Onion
Chips, Denmark
LighterLife Fast Raspberry
Mousse, UK
Chocolate
confectioneryPotato snacks
Shelf stable dessert
mixes
Unexpected categories for protein claims
21
Snack in a “ball” format—eat
one or all in the package
Common in the UK market,
unknown here
Bounce Apple & Cinnamon Protein
Punch Energy Ball, Netherlands
Bovril High Protein Beef Paste, UK
Unexpected formats (for the US) for high protein products
22
Soy based drink, a major
European seller
Oat-based drink, a common
format in Northern Europe
Danone/Wave’s Alpro Unsweetened Soy
Drink, Europe
Orkla’s Get Started by Nutrilett
Raspberry & Oat Shake, Finland
Unexpected (for the US) base ingredients
23
Look for continued growth in the
protein claim
Also expect more plant-based
offerings, especially those that use
new types of base ingredients
Where protein may be coming from in
the future:
• Drinks made from egg protein
• Protein from insects (ICK!)
• Meat from the lab
What’s ahead
24
Peck - a new high-protein drink for busy consumers
A new egg-based, dairy-free drink, containing 20g of protein from 5 egg whites per bottle, with no artificial
colours, flavours, sweeteners and preservatives, made using eggs that don’t make it to store shelves
because of size or shell discolorations.
Read on mintel.com
Source: Peck
© 2
018
Min
tel
Gro
up
Ltd
. A
ll R
ights
Reserv
ed.
Confidential
to M
inte
l.
24
25 Image source: Memphis Meat
Lab-grown meat has come a long way, but has a long way to go
Maastricht University (NL)
€250,000 ($330,000) for 5oz burger
from cow shoulder stem cells
Memphis Meat (US)
$18,000 per lb
Lab-grown meatball
Memphis Meat (US)
$9,000 per lb
Meatless duck
and chicken tenders
Hampton
Creek (US)
Goal: Lab-
grown meat
to market
2018
Memphis
Meat)
Goal:
Commercially
available
2013
2016 2017 2021
Mosa Meat (NL)
Working on fat tissue
developmentIntegriculture
Goal: Lab-
grown
foie gras
commercially
available
Integriculture (JP)
Cultured chicken
pancreas, liver,
muscle and
intestine cells
26
A way in with insect protein would be to use
them in a way less visible to consumers. In
China, Real Nutriceutical Shun launched a
range of nutritional drinks that contains
silkworm protein, but this is not overtly
promoted on-pack to the consumer.
Consumers in Canada are simply not interested in insect protein to date; we can
assume the data would be similar to the US market. However, companies are finding a
way to make the idea more palatable.
Source: Mintel
Insect protein: Ick factor high in US, but there’s a good message
76%
47% 42%31%
19%8% 4%
12%
23% 24%
20%31%
26%12%
12%30% 33%
49% 50%66%
85%
0%
25%
50%
75%
100%
% a
gre
e
Canada: 'what foods/ingredients do you use or are you interested in using
instead of meat protein?', Nov 2017
Don't use and not interested
Don't use but am interested in using
Currently use
Real Nutriceutical
Shun amino acid
drink contains
silkworm powder
27
Look for continued growth in the
protein claim
Also expect more plant-based
offerings, especially those that use
new types of base ingredients
Where protein may be coming from in
the future:
• Drinks made from egg protein
• Protein from insects (ICK!)
• Meat from the lab
What’s ahead
mintel.com
© 2
018
Min
tel
Gro
up
Ltd
. A
ll R
ights
Reserv
ed.
Confidential
to M
inte
l.
THE WORLD’S LEADING
MARKET INTELLIGENCE AGENCY
Our expert analysis of the highest quality data and market research will help you grow your business.
Lynn Dornblaser
Director, Innovation & Insight
312 450 6117
@LynnMintel
Thank you
Top Related