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Givaudan What’s your Plant Attitude? November 2018
Givaudan – What’s your Plant Attitude?
The next minutes
• About Givaudan
• The market for meat substitutes
• Plant Attitude – Givaudan’s consumer study
• Consumers - drivers and expectations
• Your opportunities
2
We create the next flavour
for people to enjoy
Givaudan’s vision is to be our
customers’ essential partner.
Together, we create tastes and scents
that delight consumers, stir memories
and touch people’s emotions.
We surprise with our creativity
inspired by discovery, innovation and
insightful consumer understanding.
22 October 2018 3
Consumers are at the heart of everything we do…
We want to delight and touch
their emotions
We want consumers to love We understand the trends of We translate our knowledge
and enjoy the flavour of the future and translate these of consumer preferences into
your products. into new categories, markets, creations that give you a
and offerings that appeal and competitive edge.
inspire. Providing you with the
ideas that will support your
business growth.
22 October 2018 4
Consumers have plant protein based diets for a long time…
…However it has diversified over the past 5 years…
Back in the days 2018
5
Is it a hype, is it a trend?
What is it?
Confidential and proprietary business information of Givaudan 6
Plant forward diet is on the rise
Globally, new product development in meat substitutes has ramped up to meet growing
consumer demand, increasing 10% in 2016 compared to 2015
UK
25% of meat consumers claim that
concerns about the environment
have caused them to cut back on
the amount of red meat they eat
Germany
Accounted for the largest share
(16%) of meat alternative product
launches from 2014-16
France
23% of consumers are
incorporating more vegetarian
China foods (e.g. soya burgers,
The vegan/vegetarian population vegetarian sausages etc.) into
has reached more than 50 million, their diets compared to a year ago
which is equivalent to 4-5% of the
population
USA Spain
34% of meat consumers claim that Australia 46% of consumers are limiting
heart health is the leading reason In 2016, over 2 million Australians processed meat consumption due
for limiting meat consumption (11% of the population) ate to health concerns
vegetarian or vegan food every
Brazil day, and an even higher proportion
20% of consumers now claim to are seeking plant-based options on
have ‘meat-free’ days a regular basis
Source: Mintel
7
Forbes.com
The single biggest thing
A breakthrough farm to fork study found that cutting out
meat and dairy is the single biggest thing you can do to
lessen your impact on Earth. Case in point, while meat and
dairy provide 18 percent of all calories consumed globally,
it accounts for 83 percent of the farmland and 60 percent of
the greenhouse gas emissions.
The study, published in the journal Science, was part of a
collaboration between the University of Oxford and LCA
Research Group in Switzerland. The research team compiled
nearly 40,000 farms in their database, covering 119
counties and representing 90 percent of the food eaten
on Earth.
Confidential and proprietary business information of Givaudan 8
The plant based diet is not a
trend. It’s a disruptive shift
in consumption habits
Givaudan’s prediction for plant based diet
9
Plant Attitude
The market
From now until 2020,
https://www.plantbasednews.org/post/5-surprising-studies-that-prove-
the global market
for plant protein based
products will rise by
8.4% to reach 5.2
Positive market growth
billion dollars.
veganism-is-growing-around-the-world
Geography 2017 2018 2019 2020 2021 2022
Eastern Europe 8.0 8.4 8.7 9.0 9.3 9.6
Middle East and
15.7 16.2 16.6 17.1 17.6 18.0
Africa
Western Europe 95.5 102.0 108.4 113.9 119.0 124.3
euromonitor: Meat Subsitutes in 000tonnes VolumePlant Attitude
11Plant Attitude
Would you sell the same product to these people?
12Layered Wellness: Flexitarian
Flexitarian Beetroot Sausages made of 47% vegetables
Product:
Smokey Pork n' Bombay
Beet Bangers
Region:
EAME-UK
Application:
Sausages
Description:
It consist of British pork
and split pea sausages
with roast beetroot and
onions.
• gluten and lactose free
• high in protein
• low in sugar
• source of fibre
• reduced fat content
Confidential and proprietary business information of Givaudan 13Layered Wellness: Meat analogue
Replicating taste and texture of bacon
Product:
Vegan Bacon
Region:
EAME- UK
Application:
Meat Analogue
Description:
A vegan alternative to
traditional bacon.
Mentioned to be "highly
addictive," this new
plant-based release is
described as "cruelty
free, high protein, high
in vitamin B12 and just
delicious" bacon that
"may turn you into a
vegan if you're not one
already." Promoted to
"definitely destroy your
cravings and make your
body and soul feel
good!."
Confidential and proprietary business information of Givaudan 1480 % of consumers do NOT have a strict diet
I identify with the following group... Restricted diets
3% vegan
7% vegetarian
47% 10% flexitarian
Non-identifiers
Less in
>90%
Consume both meat & meat
alternatives
33%
Reducetarian
More in
151
2
Plant Attitude
52%
Taste / flavour
keeps consumers in-category…
Taste is the primary benefit that
Main factors when entering the category
3
Main findings on consumer journey
Product Satisfaction
Mid
Low
High
Health
3%
50%
47%
Ethics
D3a. What motivates you to choose meat alternatives over real meat products?
Mood
D6a. What motivates you to choose dairy alternatives over real dairy products?
16
Base: All respondents Dairy (n=1152), Meat (n=1158)
C3. You mentioned the below products were the ones you consume most in the [DCATEGORY]
alternative category. For each of these products, how satisfied are you with what is available in the
market currently? Please answer on a scale of 1 to 7 where 1 is ‘not satisfied at all’ and 7 is
‘completely satisfied’With taste and texture the biggest barriers to continued
purchase of specific products, or the category as a whole
I don’t currently buy meat alternatives “I never buy the
because… fake ham, they
(amongst those who don’t currently consume) taste nothing
like the real
thing!”
EW, France
22%
Doesn’t taste
17%
I don’t like the
“I don’t buy
veggie mince –
like real meat texture I had it one
once and the
“I haven’t texture was all
bought a meat soggy”
free sausage HH, UK
since I first
tried one year
ago – it was
awful!”
FC, Germany
C7. You mentioned you don’t currently consume the below products. Which, if any, of the following reasons best describes why you don’t consume these products?
Data available at product level in data tables
17Plant Attitude
The Vegan Trek - European foodservice experience
So much more than soy! It’s all about the texture
Huge variety of bases and combinations No matter if paté, meat substitutes,
of those in non-meat (quinoa, peas, yoghurt alternatives or cake desserts –
champignons,...) and non-dairy products get the texture right
(rice, almond, quinoa,...)
Bitter sweet symphonie Creativity starts beyond
Masking of bitterness deriving from the
base is THE crucial factor everywhere meat
With the absence of meat (or fish) the
actual star of the plate is missing. This
gives room for tremendous creativity
Spice it up beyond a simple 1:1 replacement
Intensive and very creative use of spices
and herbs is key strongly driven by
Asian influences
Holistic experience
Be aware of the Turning away from animal based products is
a holistic lifestyle experience. With all
consumer journey obstacles for in-home-cooking, simplicity
Burgers and Carrot Cake are the entry and convenience is found in foodservice and
dishes for trialists, reducitarians and offers broad opportunities for FMCG
«eat meaters» while «experienced»
consumers will turn to more
sophisticated concepts
18Plant Attitude
Consumer cluster innovation example
Dieter is an architect, currently living in Paris. He
discovered the world of alternatives through a vegetarian
friend one day, as he got curious. He hasn't looked back
since: he loves that he can cook with a wider variety of
products now, and that he gets to discover new
flavours every time.
It's also made his lunch break easier; now, Dieter gets to
choose from the different vegetable galettes available at the
Monoprix near his office, and on top of that, he's eating less
meat!
He saw a documentary recently saying that eating too much
meat was bad for the environment, and that it wasn't great
for his health on the long term either. But really, what he's
hooked on is all the new recipes he gets to try! And he can
easily find inspiration on Instagram and Facebook, plus it
seems like all of his friends are trying it now. «I would love to have more
He's excited to see what's coming next in the world of
typical local dishes» - e.g.
alternatives, he's expecting the market to grow fast! Vegan Gulasch
19Plant protein is here to stay but will
consumers enjoy it?
It’s all about taste!
20Plant protein
arises important taste challenges
Masking off-notes Processing notes
Add a recognisable cooking
Cover or simply pairing cue to the product such
with the off tastes or smoked, grilled, fermented
undesirable notes coming or roasted.
with the protein source
Succulence of meat Texture perception
Recreate the juiciness, Impact the perception of
typical acidity, salivating textures like fatty,
or purely the succulence crunchy or crispy of the
of meat final product.
Confidential and proprietary business information of Givaudan 21So, what’s your Plant Attitude?
Thank you! CONTACT Thomas Ullram Category Manager Savoury & Plant Attitude EAME E-Mail: thomas.ullram@givaudan.com
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