The Market Opportunity for Meat Free From a Brand Perspective
IntroductionChanging Consumer TrendsChannel Opportunities
Sol Cuisine
• A Leader in Natural Foods manufacturing in Canada Established in 1996 Sol Cuisine pioneered Plant Based Protein Foods in Canada (Soy City Foods 1980)
• 35,000 sq. ft manufacturing facility and operations; Organic, Kosher, SQF Certified GFSI, Non-GMO Project Verified
• Over 5000 Retailers and Food Service (Costco, Loblaws, Sobeys, Kroger, Whole Foods Market)
• Experienced Team with over 180 years combined of Plant Based Food Experience
• We control the process from start to finish!
• Innovation
• Production
• Quality
• Operations
• Sales & Marketing
To make the best tasting & highest gourmet quality plant-based protein foods,
and share them with our “sol-mates” everywhere.
Mission
The Consumers Now & in Five Years
Bridge2Food – Plant Based
Page 6
Move over Vegans/Vegetarians. Make way for the
Flexitarians weigh
Vegans 1-4%Vegetarians 2-8%
As Concerns Around the Environment and Food Waste Grow, Meatless Options are Becoming More Important
8
=One gallon of
milk
Two thousand gallons of water
That water would last the average American 25 days
One cow produces 176lbs of methane gas per year, 23x
more powerful than carbon dioxide gas.
The equivalent of…
Six tons of carbon dioxide gas a year
per car.
Four tons of carbon dioxide gas a year
per cow.
Roughly two football fields of space needed to produce enough
food for the SAD* a year.
Estimated 3.3 acres per person.
That same amount of space can feed 14 people on an all
vegan diet
*Standard American Diet = heavily comprised of animal protein and dairy.
The Standard American Diet (SAD)* requires
• 10x more land • Over 10x more water• Over 10x more energy
than a plant-based diet.
There are roughly one billion cars in
the world
There are roughly 1.5 billion cows in
the world
Sources (Source: greenoptimistic.com “Milk Problem Environment” water.usgs.gov “qa home per capita” cartalk.com “Global warming and your car” drovers.com “World cattle inventory ranking countries fao” worldometers.info “cars”
Consumers are eating more meatless alternatives for health and ethical reasons
HEALTH ENVIRONMENTAL ANIMAL RIGHTS
If everyone ate a vegetarian/
vegan diet, 33% of early deaths could be
avoided.
Animal diet takes 10x more resources than
plant-based.
25 million farm animals killed each day in USA, often kept in inhumane
conditions.
72% prefer to treat animals and pets
well.
94% worry about the
environment.
99% try to eat healthier or pay
attention to nutrition.
Source: GfK 2018 Doublebase. Animalmatters.org “farm” plantricianproject.org
52% of CDN consumers eat meat alternatives.
Source: Mintel, Meat Alt Canada 2018
62% of CDN consumers eat meat alternatives.
Source: Mintel, Meat Alt Canada 2018
Plant Based consumer + category trends
Sales of plant-based foods reached more than $3.3 billion in 2017, +20%. Plant based meat was up 24%, $670 million.*Nielsen/Winsight
Media AttentionStrong Category
growth
Shift in Canada’s Food Guide
Plant based continues to grow year over year, and is outpacing Animal Meat
2017,
Plant Based, 8%
2018,
Plant Based, 20%
2018, All Food,
2%
0%
5%
10%
15%
20%
25%
Growth of All Plant Based vs All Food
2017, Plant Based Meats
6%
2018, Plant Based Meats,
24%
2018, Animal Meats,
2%
0%
5%
10%
15%
20%
25%
30%
Growth of Plant Based Meats vs Animal Meats
SOURCE: US Nielsen Data L52W ending Aug 2017, June 2018 (Plant Based Foods.org)
Continued Growth
Industry responses:
• Messaging & Regulations
• Increased Capacity
• Innovation to continue in Protein options
• High Quality Products
Channel Opportunities
Bridge2Food – Plant Based
13
Retail BrandsConsumer Exposure & Engagement
Competitive & Expensive
Dominated by large CPG companies
US: Kellogg’s (Morningstar Farms), Conagra (Gardein), Kraft (Boca)
CAN: Conagra (Gardein), Hain (Yves Veggie Cuisine)
Significant opportunities to Innovate
Retail Transitions
Declining Brands:
Morning Star and Boca
Growth Brands:
Gardein and Beyond Meats Page 14
VETO VOTE - 6.4 million Canadians are reducing their consumption of Meat
The Business Case for Food Service :
Meat-Free emphasis creating opportunities to drive traffic and awareness
History ………… Universities and Educational Accounts
The Future …... Fine Dining, Home Delivery, Meal Kits
FOOD SERVICE NEEDS TO SHOUT OUT ABOUT THEIR OFFERINGS15
Food Service
Store Brands
Match to the leading national brands quality but at a 20-25% discount
Opportunities for innovative items with the correct partner Trader Joes
Contract Manufacturing
New Brands
Lack of Manufacturing Capacity
The Future of Plant Based
Bridge2Food – Plant Based
Page 17
Accelerating Growth in 5 years
The Question: What if trend continues?
25% eating primarily plant based
Retail
Real Estate space @ shelf
Plant Forward Retailers
Food Service
Menu Segmentation
Vegan Only – All Channels
THE FOOD TRIBES
Most Buyers of Frozen Meatless Want to Explore Options, Searching for Improved Health or Texture
Source: SMART Market Research December 2018Base: Frozen Meat Alternatives 500
Q: Select the following statement that best describes your attitude towards Frozen Meat Alternatives
19
49%
32%
18%
12%
9%
9%
More Options
Better Signage, More Space, Easier to Locate
No Change
More Affordable
Better Quality / Healthier
Larger Sizes
% of Frozen Meatless ShoppersThoughts on Primary Retailer's FZ Meatless Section
20
49% of FM Shoppers are looking for more options
While shoppers have responded to new options, they want more. Many still seek easy to find sections.
Source: SMART Market Research December 2018Base: Frozen Meat Alternatives 500
Q&A