What’s next for

plant-based diets?

What are the opportunities and challenges for

producers in the plant-based space? For the mass

market, just being plant-based will no longer be

enough.

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BEING PLANT-BASED IS NO LONGER ENOUGH

SUSTAINABILITY AND THE THREAT FROM ‘CLEAN MEAT’

Agenda

1

2

BEING PLANT-BASED IS

NO LONGER ENOUGH

TASTE

32% of UK consumers agree

that plant-based (ie

vegan) diets are boring

NUTRITION

only 14% of UK consumers agree that

plant-based (ie vegan) diets

are highly nutritious

OVER-PROCESSED

31% of French consumers agree

processed plant protein food

(eg soy burgers) are just as

bad for you as processed

meat (eg beef burgers)

Plant-based: key challenges at a glance

Base: France: 1,000 internet users aged 16+, UK: 2,000 internet users aged 16+

Source: Lightspeed/Mintel

The plant-based trend is here to stay

Source: Mintel GNPD : Dairy, Processed meat, fish and egg

4%

2%

1%

4%

3%

1%

5%

4%

2%

5%

4%

3%

5% 5%

3%

Vegetarian Vegan/No AnimalIngredients

Dairy Free

Europe: percentage of processed fish, meat and egg category

products that feature select plant-based claims, Nov 2014 to Oct 2019

Nov 2014 - Oct 2015 Nov 2015 - Oct 2016 Nov 2016 - Oct 2017

Nov 2017 - Oct 2018 Nov 2018 - Oct 2019

4%

2%

5%

2%

6%

3%

7%

4%

9%

4%

Vegan/No Animal Ingredients Dairy Free

Europe: percentage of dairy category launches that feature select plant-based claims, Nov 2014 to Oct

2019

Nov 2014 - Oct 2015 Nov 2015 - Oct 2016 Nov 2016 - Oct 2017

Nov 2017 - Oct 2018 Nov 2018 - Oct 2019

Vegan claims continue to grow across European countries

Source: Mintel GNPD: Europe, France, Germany, Spain, Denmark, Italy

5%

2%

10%

2%

4% 3%

11%

6%

17%

15%

12%

6%

Europe France Germany Spain Denmark Italy

Europe and select European countries: percentage of food and drink launches that feature VEGAN claims, Nov 2014 to Oct 2019

Nov 2014 - Oct 2015 Nov 2015 - Oct 2016 Nov 2016 - Oct 2017 Nov 2017 - Oct 2018 Nov 2018 - Oct 2019

Plant-protein ingredients have a number of roles in vegan

food and drink

Wheat gluten: base ingredient Sainsbury's Plant Pioneers Smoky

Vacon Rashers

First ingredients listed on-pack are:

water, wheat gluten (19%), coconut

milk (14%) (coconut milk, water),

rapeseed oil, vegetable suet (palm oil,

rice flour), fortified wheat flour. UK

Pea protein: to deliver a '13g

of protein' claim Vega Protein Raspberry Cashewmilk

Yogurt Alternative

First ingredients listed on-pack:

cashewmilk (filtered water, cashews),

pea protein, prebiotic (inulin (chicory

root extract)), raspberries, coconut

sugar, natural flavors. US Source: Mintel GNPD

Rice protein: to deliver

technical characteristics Nescafé Gold Oat Latte

This dairy alternative latte contains

hydrolysed rice protein. UK

Consumer interests in free-from dieting may threaten

established proteins like soy

Base: Germany: 1,000 internet users aged 16+

Source: Lightspeed/Mintel

19

15 14

28

33

23 23

35

29

20 18

26

22

13 11

29

14

9

13

27

10

14 12

27

Dairy Wheat Gluten Soya

Germany: foods/ingredients avoided by the individual or the household, % of consumers who agree, 2018 Q4

All age groups Age 16-24 Age 25-34 Age 35-44 Age 45-54 Age 55+

Consumer interest in free-from dieting and cleaner labels will

drive demand for 'new' plant-protein ingredients

Pea protein: 'no soy

and no gluten' Beyond Meat Beyond Sausage

Plant-Based Sausages

Ingredients include: water, pea protein

isolate (16%), coconut oil, sunflower

oil, rice protein, faba bean protein.

UK

Oat protein: 'free from

soy and wheat' Gold&Green Nyhtökaura Pulled Oats

with Tomato

First ingredients listed on-pack are:

water, oats (18%) (oat bran,

wholegrain oat flour, oat protein, oat

extract), pea protein (18%), broad

bean protein (10%). Finland

Potato protein: 'free from

gluten and lactose' Migros Coco Ice-Land Coconut &

Piña Colada Ice Cream Cones

This coconut milk based product

contains potato protein. Switzerland

Source: Mintel GNPD

IN FRANCE

26% of consumers agree they

are actively reducing their

consumption of, or

avoiding, dairy

IN ITALY

just 7% of consumers agree

they are vegan

IN SPAIN

42% of consumers would be

interested in trying dairy milk

that is blended with plant-

based milk (eg almond milk,

coconut milk).

Most consumers don't embrace extreme diets like veganism,

opening opportunities for products for flexitarian consumers

Base: France: 1,000 internet users aged 16+, Italy: 1,000 internet users aged 16+, Spain: 1,826 internet users aged 16+ who have used and bought milk/cream in the last 3 months

Source: Lightspeed/Mintel

'Best of both' hybrid products are emerging in the

dairy category

Aug 2019, Dairy Farmers of America

launched plant + dairy milk from Live Real

Farms. US

July 2019, Chobani announce a range of

dairy yogurts with nut butters

Source: Live Real Farms, Chiobani

Ingredient to watch: Fava bean protein is still niche but emerging

As a vegan alternative Arctic Zero's Vanilla Flavor Non-Dairy

Dessert Bars Dipped in Chocolate

Liqueur.

Uses fava bean protein concentrate

with acacia gum, tara gum, guar gum

and a prebiotic fiber to create their

non-dairy line of frozen desserts. US

As a functional ingredient Beyond Meat Hot Italian Plant-Based

Sausages.

Fava bean protein, along with other

ingredients, help with texture and

moisture retention in this pea protein

isolate-based meat alternative. US

As part of a protein blend No Cow Chocolate Sea Salt Energy Bar.

Fava bean protein is part of the brand's

signature superfood blend and is

blended with pea protein and brown rice

protein to provide 12g of protein per 50g

serving in this vegan energy bar. US

Research published on 'processed foods'

may start to draw further attention to

'processing' from consumers.

Examples include 'The consumption of

ultra-processed foods and cancer risk',

published in the British Medical Journal,

and 'Household availability of ultra-

processed foods and obesity in nineteen

European countries', published in the

Public Health Nutrition journal.

Attention to 'ultra-processed foods' may drive further

demand for clearer information about processing techniques

Source: ScanUp; Open Food Facts; Siga

44% of UK consumers agree that

it is unclear what ingredients

are used in meat-free foods

41% of UK consumers agree that

meat-free foods with a short

ingredients list are more

appealing than those with a

long ingredients list

31% of UK consumers agree that

meat-free foods are too

processed to be healthier

than meat

Plant-based products must deliver consumer expectations for

transparency and naturalness

Base: 2,000 internet users aged 16+

Source: Lightspeed/Mintel

In the US, Lundberg Family

Farms and Green Giant each

highlight the high-protein

content in their plant-based

frozen meals, which are made

without meat substitutes.

These high-protein, plant-only

meals could attract consumers

who want to eat more plants,

but also feel meals should be

anchored in protein.

Green Giant Harvest Protein Bowls

California Style. US Lundberg Grainspirations Beans &

Greens Rice & Quinoa Bowl. US

Consumer interest in 'real' and 'whole' foods may threaten

plant-proteins with a more processed image

Although often linked to health, consumers are unsure about

the nutritional benefits of plant-protein foods

Base: internet users aged 16+, 1,000 in each country

Source: Lightspeed/Mintel

39

16

34

17

50

15

46

23

47

25

Are generally better for your health Are more nutritious

Select European countries: benefits of plant protein foods compared to animal protein foods, % of consumers who agree, 2018

France Germany Italy Spain Poland

Highlight nutritional qualities of plant-based products that

are a match to their conventional counterparts

'Contains all essential

amino acids' Califia Farms Unsweetened

Vanilla Übermilk

Contains 8g plant protein, all

essential amino acids and a

complementary blend of oat, pea

and sunflower proteins. US

'A natural source of iron' Nestlé Kök Incredibly Meatless

Incredible Meatless Incredible Mince

This vegan soy mince is made from

plant-based ingredients and is

described as being high in protein and

a natural source of iron. Sweden

'Contains added vitamin B12' Lidl My Best Veggie Vegetarian

Meatballs

Based on soy and wheat protein.

Contains added iron and vitamin B12,

is rich in fibre, and high in protein. Spain

Source: Mintel GNPD

SUSTAINABILITY AND THE

THREAT FROM 'CLEAN MEAT'

Younger consumers are often as concerned about planetary

health as their own health

Base: UK: 1,445 internet users aged 16+ who eat and buy processed meat main meal components

Source: Lightspeed/Mintel

46%

39% 38%

46%

32%

26%

Age 16-34 Age 35-54 Age 55+

UK: behaviours relating to processed poultry and red meat meal components, % of consumers who agree, July 2018

Health concerns have caused me to limit/reduce the amount of processed meat I eat

Environmental concerns have caused me to limit/reduce the amount of processed meat I eat

Science and the media raise consumer awareness of how our

food and drink impacts on the health of the planet

The BDA Eating patterns for health and environmental sustainability, Nov 2018

BBC News, Climate change: Which vegan

milk is best?, Feb 2019

Source: The BBC News, The British Dietetic Association,

Many consumers believe that plant-protein foods are better

for the environment in comparison to animal proteins

Base: internet users aged 16+, 1,000 in each country

Source: Lightspeed/Mintel

34

19

35

22

30

20

31

17

31

23

Are better for the environment Are more ethical

Select European countries: benefits of plant protein foods compared to animal protein foods, % of consumers who agree, 2018

France Germany Italy Spain Poland -

Plant-based foods can appeal to eco-dieters by promoting

their eco credentials

'Health, sustainability, animal

welfare benefits' Beyond Meat The Beyond Burger

Plant-Based Patties

'We hope plant-based meats allow consumers to

eat more not less, of traditional dishes while

feeling great about the health, sustainability and

animal welfare benefits of plant protein'. US

'Generates less carbon-dioxide

than cows' Alpro Sugar-Free Roasted Almond Milk Drink

The product is said to use less water and terrain

and generate less carbon-dioxide than cows,

therefore being better for the planet. France

Source: Mintel GNPD

'Clean meat', often promoted as a sustainable alternative to

farmed meat, could threaten plant-protein foods

Cell-based meat, also known as 'clean

meat', is an alternative to meat derived

from live animals. In cell-based meat,

animal cells are cultivated in-vitro.

Cell-based meats do not have the issues

associated with animal-grown meats such

as animal welfare issues, antibiotic traces

and environmental impact.

Even though it will be a long time before

'clean meat' is commercialised, plant-

based meat alternatives need to be ready

for the competition.

Source: Aleph Farms

Plant-based meat alternative brands need to focus on their message about the benefits of meat

alternatives, especially proving the nutritional benefits of these products.

23% of Canadians think meat

alternatives have unclear

benefits

67% of US consumers agree

meat is essential to a

balanced diet

66% of Chinese consumers aged

20-49 think you can't get

enough nutrition from eating

only plant-based foods

'Clean meat' could be the answer for consumers who are not

quite ready to give up meat

Base: Canada: 2,000 internet users aged 18+; US: 2,000 internet users aged 18+; China: 3,000 internet users aged 20-49

Source: Lightspeed/Mintel; KuRunData/Mintel

However, most consumers will show high levels of

resistance to new technologies like 'clean meat'

Base: internet users aged 16+, 1,000 in each country

Source: Lightspeed/Mintel

11 10 9 12 16

21 36

16 22

32

68 55

76 66

52

France Germany Italy Spain Poland

Select European countries: lab/cultured/synthetic meat appeals to me, % of consumers who agree, 2018

Agree Neither agree nor disagree Disagree

Cellular agriculture and synthetic biology are poised to

advance into new and more complicated categories

Sustainability is a clear

opportunity for lab-grown

seafood

Finless Foods is using

cellular agriculture to create

affordable fish

and sustainable seafood

that is healthy.

Consider the market

for ingredients

US-based start-up Perfect

Day uses fermentation and

genetically engineered yeast

to produce animal-free dairy

proteins. The company has

changed focus from

launching branded products

to creating ingredients.

Develop more

premium proteins

Aleph Farms claims they have

produced the first cell-grown

minute steak that has a similar

shape, texture and appearance

to beef muscle tissue. Minute

steak is described as a thinly

sliced meat that cooks within a

minute.

Prioritise taste, naturalness

and nutrition

Major brands are launching

plant-based food and drink;

however, for these products

to extend their appeal to

mainstream consumers,

naturalness, nutrition and

taste should be the focus.

Focus on planetary health,

as well as human health

Plant-based foods are well

positioned to rival their

conventional counterparts

where food sustainability is

concerned, and should be

able to capture the attention

of eco-dieters.

Keep an eye on 'clean meat'

and new technologies

Prepare for future competition

from 'clean meat‘ and other

new technologies by

improving consumers'

perception of the taste and

other benefits of plant-based

meat alternatives.

The opportunity

Our expert analysis of the highest quality data and

market research will help you grow your business.

The world’s leading market

intelligence agency

Emma Schofield

Senior Analyst - Global Food Science

Meet the Expert