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Plant-based Food & Drink: Ready for Prime-Time Joel Gregoire Associate Director – Food & Drink Mintel Ltd.
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
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?
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…
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?
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
2%
5%
48%
Flexitarians 25%
Source: Plant-based Food & Drink – Canada, May 2019
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”
28%
A QUARTER OF CANADIANS ARE ACTIVELY LOOKING TO ADD MORE
PLANT-BASED SUBSTITUTES TO THEIR DIETS…
Source: Plant-based Food & Drink – Canada, May 2019
Source: Plant-based Food & Drink – Canada, May 2019
“I limit or avoid animal
products for health
reasons”
…FOR REASONS RELATED TO HEALTH, ETHICS AND THE ENVIRONMENT
“I limit or avoid animal
products for ethical
reasons”
“I limit or avoid animal
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
Source: Plant-based Food & Drink – Canada, May 2019
“I limit or avoid animal
products for health
reasons”
FOCUSING PRIMARILY ON HEALTH-RELATED POSITIONING WILL LIKELY
PROVE MOST COMPELLING TO A BROADER BASE
“I limit or avoid animal
products for ethical
reasons”
“I limit or avoid animal
products for
environmental
reasons”
Flexitarians Vegans/Vegetarians Vegans/Vegetarians
(somewhat)
Younger women Younger women
Source: Plant-based Food & Drink – Canada, May 2019
ATTITUDES AND INTENTIONS POINT TO RUNWAY FOR GROWTH FOR
PLANT-BASED ALTERNATIVES IN CANADA
“I plan to start eating
more plant-based
alternatives.”
48%
I agree (vs disagree)…
“Plant-based protein is
healthier than animal
protein.”
53%
“Plant-based alternatives
are a good replacement
for animal products.”
62% Women 18-24
Parents
18-44 Women 18-34
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?
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)
Source: Plant-based Food & Drink – Canada, May 2019
…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%
Source: Plant-based Food & Drink – Canada, May 2019
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?
I try to incorporate
protein into every
meal
I need more protein
in my diet
42% 26%
“Which of the following statements about protein do you agree with?”
Highest
among
women 18-24
Higher among
over-55s
Source: Plant-based Food & Drink – Canada, May 2019
THE TOP FOODS THAT CANADIANS CLAIM TO EAT WITH PLANT-BASED
PROTEINS ARE STAPLES
Source: Plant-based Food & Drink – Canada, May 2019
“What types of foods do you eat that contain plant-based proteins?”
60%
12%
Pasta
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)
Nuts
Lentils
Seeds
Quinoa
Wheat gluten (eg Seitan)
Other beans/legumes
Pea protein
Mycoprotein
Algea
Source: Plant-based Food & Drink – Canada, May 2019
“Which of the following sources of plant-based proteins do you eat, or would you be
interested in trying?
QUESTIONS WE ADDRESSED TODAY
1. What matters to Canadians when buying food and drink?
– Value, taste, convenience
2. Is there demand for plant-based protein alternatives in Canada?
– Yes! A quarter actively looking to eat plant based food
– Potential reach is broader
3. What are hurdles to growth?
– Perceived taste, cost and ‘authenticity’
4. Where are there opportunities for growth?
– Across the population, but perceptions related to protein vary
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Joel Gregoire
Associate Director – Food and Drink
Questions?
