Plant-based Food & Drink: Ready for Prime-Time€¦ · Source: Plant-based Food & Drink – Canada,...

transcript

Plant-based Food &

Drink: Ready for

Prime-Time

Joel Gregoire

Associate Director – Food & Drink

Mintel Ltd.

The six most important “moon shots” according to Eric Schmidt

#5 Self driving cars

#6 Fixing education using tech

#4 Mobile medical data

#3 Virtual reality

#2 3D printing for buildings

#1 Nerds over cattle

QUESTIONS ADDRESSED TODAY

1. What matters to Canadians when buying food and drink?

2. Is there demand for plant-based protein alternatives in Canada?

3. What are hurdles to growth?

4. Where are there opportunities for growth?

Mintel: The World’s Leading Market Intelligence Agency

Reports: • Publish hundreds of reports annually across the globe

• Survey 2,000 people per report

Mintel GNPD: • global database of new CPG product launches in 62 countries

Mintel Trends Methodology: How We Create Trends

Base: 2,000 internet users aged 18+

Source: Lightspeed/Mintel

Plant-based Food and Drink

- Canada, May 2019

Meat Alternatives - Canada,

January 2018

Two Mintel Reports that address consumers’ views on plant-based

food & drink alternatives in Canada

Convenience Value

Enjoyment / Taste

NO AMOUNT OF INNOVATION WILL CHANGE THE FUNDEMENTALS OF

WHAT CANADIANS DEMAND OF FOOD & DRINK

Experience (eg craft, premiumization, hybrid flavours/formats)

Involvement (eg meal kits, adventurism)

Holistic well-being (eg physical, mental and emotional health)

Trust & transparency

CANADIANS ARE MORE CONCERNED WITH…

IT’S IMPORTANT TO BE REALISTIC ABOUT OPPORTUNITIES SHOULD VEGANS BE THE CORE TARGET FOR MAKERS OF PLANT-BASED

FOOD & DRINK ALTERNATIVES?

Vegans

Vegetarians

Carnivores

Flexitarians 25%

Source: Plant-based Food & Drink – Canada, May 2019

CANADIANS DON’T VIEW PLANT-BASED FOODS AS BEING JUST FOR

VEGETARIANS/VEGANS

“Plant-based foods are just for

vegetarians/vegans.” (Ranked 12th of 12 Statements)

Agree 28%

Disagree 72%

“I am trying to add

more plant-based

food substitutes into

my diet”

A QUARTER OF CANADIANS ARE ACTIVELY LOOKING TO ADD MORE

PLANT-BASED SUBSTITUTES TO THEIR DIETS…

“I limit or avoid animal

products for health

reasons”

…FOR REASONS RELATED TO HEALTH, ETHICS AND THE ENVIRONMENT

products for ethical

reasons”

products for

environmental

reasons”

24% 24% 22%

Among those limiting/avoiding animal products

WHAT I WOULD GENERALLY SAY TO

AN AUDIENCE WHEN MAKING THE

CASE FOR PLANT-BASED MEAT

ALTERNATIVES

• The world’s population has tripled within the span of one human lifetime

• The processes of raising meat (beef in particular) is incredibly resource intensive

• NASA data shows a steep increase in the average global temperature

• Major meat producers are getting into the ‘protein’ space

products for health

reasons”

FOCUSING PRIMARILY ON HEALTH-RELATED POSITIONING WILL LIKELY

PROVE MOST COMPELLING TO A BROADER BASE

products for ethical

reasons”

products for

environmental

reasons”

Flexitarians Vegans/Vegetarians Vegans/Vegetarians

(somewhat)

Younger women Younger women

ATTITUDES AND INTENTIONS POINT TO RUNWAY FOR GROWTH FOR

PLANT-BASED ALTERNATIVES IN CANADA

“I plan to start eating

more plant-based

alternatives.”

I agree (vs disagree)…

“Plant-based protein is

healthier than animal

protein.”

“Plant-based alternatives

are a good replacement

for animal products.”

62% Women 18-24

Parents

18-44 Women 18-34

Convenience Value

Enjoyment / Taste

MANY CANADIANS NEED TO BE CONVINCED OF THE TASTE AND THE

VALUE THAT PLANT-BASED ALTERNATIVES CAN PROVIDE.

66% agree: “Plant-

based proteins are too

expensive.” (Ranked

#2 – tied)

67% agree: “Plant-based

alternatives don't taste as

good as the foods they

replace.” (Ranked #1)

…AND MANY ALSO NEED TO BE CONVINCED OF THEIR AUTHENTICITY

agree: “Plant-based meat

alternatives that mimic the

taste and texture of real meat

are overly-processed.”

(Ranked #2 - tied) 66%

I try to incorporate

protein into every

I need more protein

in my diet

42% 26%

“Which of the following statements about protein do you agree with?”

Highest

women 18-24

Higher among

over-55s

THE TOP FOODS THAT CANADIANS CLAIM TO EAT WITH PLANT-BASED

PROTEINS ARE STAPLES

“What types of foods do you eat that contain plant-based proteins?”

Cereal

Milk alternatives

Energy bars

Meat substitutes

Energy drinks/shakes

Yogurt substitutes

Cheese substitutes

Ice cream substitutes

PLANT-BASED PROTEIN’S MAINSTREAMING WILL MEAN IT WILL

PENETRATE MANY CATEGORIES THROUGHOUT THE GROCERY STORE

Source: Mintel GNPD

Healthy Choice Power Bowls (US, September 2018)

Canada Food Guide

TRIED AND TESTED SOURCES OF PLANT-BASED PROTEINS REMAIN

MOST COMMON, BUT CANADIANS SHOW INTEREST IN ‘NEWER’ FORMS

More likely to use

(than show interest)

More likely to show interest

(than use)

Lentils

Quinoa

Wheat gluten (eg Seitan)

Other beans/legumes

Pea protein

Mycoprotein

“Which of the following sources of plant-based proteins do you eat, or would you be

interested in trying?

QUESTIONS WE ADDRESSED TODAY

– Value, taste, convenience

– Yes! A quarter actively looking to eat plant based food

– Potential reach is broader

– Perceived taste, cost and ‘authenticity’

– Across the population, but perceptions related to protein vary

Our expert analysis of the highest quality data and

market research will help you grow your business.

The world’s leading market

intelligence agency

Joel Gregoire

Associate Director – Food and Drink

info@mintel.com

Questions?

Plant-based Food & Drink: Ready for Prime-Time€¦ · Source: Plant-based Food & Drink – Canada,...

Documents