Post on 05-Jun-2020
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FMCG GURUS: Alternative protein sources: current and future market trends within the food, drink and nutritional supplement space
Mike Hughes
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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
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Introduction to FMCG Gurus
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
Info@fmcggurus.com
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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
Information Classification: General
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
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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
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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
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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
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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
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...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
Information Classification: General
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
Information Classification: General
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
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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
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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
Information Classification: General
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
Information Classification: General
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
Information Classification: General
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
Information Classification: General
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
Information Classification: General
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
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