Paloma Nosten ProVeg e.V. www.smartproteinproject.eu - Smart Protein Project
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
The Smart Protein project has received funding from the
European Union's Horizon 2020 research and innovation
programme under grant agreement No 862957
Presentation Title
Presentation Title
Paloma Nosten
ProVeg e.V.
www.smartproteinproject.eu
The Smart Protein project has received funding from the
European Union's Horizon 2020 research and innovation
programme under grant agreement No 862957
European consumer survey on
plant-based foods
Describing the product landscape and uncovering
priorities for product development and improvement
Dr. Kai-Brit Bechtold
Senior Consumer Research Scientist
kai-brit.bechtold@proveg.com
www.smartproteinproject.eu
The Smart Protein project has received funding from the
European Union's Horizon 2020 research and innovation
programme under grant agreement No 862957
Introduction
www.smartproteinproject.eu
3
Consumer Survey 2019/2020
INTRODUCTION
RESEARCH OBJECTIVES METHODOLOGY SAMPLE COMPOSITION COUNTRIES
uncover priorities for 20-minute-long 6,221 complete responses UK, Germany, Austria,
product improvement online survey France, Belgium, The
4,746 (76%) consume only
and development Netherlands,
plant-based eaters or mainly plant-based
Switzerland, Denmark
based on consumers’ and reducers foods
and Czech Republic
experience of
1,475 (24%) are reducing
purchasing and
or trying to reduce their
consuming plant-based
animal products
products
consumption
Source: European Consumer Survey 2020, ProVeg 4
More than 6,000 consumers participated
Numbers of respondents from each market INTRODUCTION
Reducers
Plant-based eaters
Source: European Consumer Survey 2020, ProVeg 5
The Smart Protein project has received funding from the
European Union's Horizon 2020 research and innovation
programme under grant agreement No 862957
Results
www.smartproteinproject.eu
6
PB* milk has entered mainstream
Consumption rate of plant-based food categories RESULTS
Which of the
following PB
alternative products
have you recently
purchased and
consumed?
Source: European Consumer Survey 2020, ProVeg *PB= Plant-based 7
Curiosity is key when purchasing PB products
RESULTS
Top purchase drivers for reducers
I wanted It seemed I like and
to try healthy It looked
trust the tasty
something and brand
new nutritious
“ “
What is/was your main reason for purchasing this pb product?
Source: European Consumer Survey 2020, ProVeg
“ “ 8
Reducers wanted to see more PB cheese, ready
meals and meat alternatives
Product categories that reducers most wanted to see more of in supermarkets RESULTS
Which types of pb
products would you
most like to see
more of in
supermarkets?
(Reducers)
Source: European Consumer Survey 2020, ProVeg 9
PB eaters wanted to see more PB cheese, ready
meals and meat alternatives
Product categories that plant-based eaters most wanted to see more of in supermarkets RESULTS
Which types of pb
products would you
most like to see
more of in
supermarkets?
(PB eaters)
Source: European Consumer Survey 2020, ProVeg 10Consumers want to see more PB camembert,
hard cheese, grated cheese etc.
RESULTS
Grated cheese
Brie
Hard cheese Parmesan
Camembert
Melting cheese French cheese
Nut-based
Feta Blue cheese Mozzarella
Cheddar
Soft cheese
Cheese spread
Sliced cheese
Cream cheese
Source: European Consumer Survey 2020, ProVeg 11Whole cuts of meats and fish as meat successors
RESULTS
Meat
successors
Fish filets
Current Meat filets
Whole cuts of fish
offer
Whole cuts of meat - steak
Fish fingers
Crumbed fish burgers
Soy and TVB - based burgers,
sausages, chunks, and deli
slices
Source: European Consumer Survey 2020, ProVeg 12The Smart Protein project has received funding from the
European Union's Horizon 2020 research and innovation
programme under grant agreement No 862957
Recommendations
www.smartproteinproject.eu
13RECOMMENDATIONS
FOCUS ON MAKING
$
TRY TO PRODUCE
CONSIDER MORE PLANT-BASED PLANT-BASED CHEESE TASTIER
VALUE-FOR-MONEY PRODUCTS.
OPTIONS IN ALL PRODUCT AND EXPANDING THE
YOU WILL HAVE ACCESS TO A
CATEGORIES. AVAILABILITY OF MOST
LARGER CONSUMER BASE.
WANTED PRODUCTS.
CONSIDER LAUNCHING
TAKE NATIONAL PREFERENCES PLANT-BASED SEAFOOD AND
THINK ABOUT HOW CLAIMS ON
INTO ACCOUNT SINCE THE EGG ALTERNATIVES,
PACKAGING COULD BE USED
“ONE SIZE FITS ALL” APPROACH ESPECIALLY STAND-ALONE EGG
TO REACH TARGET GROUPS.
DOESN’T WORK PRODUCTS
Source: European Consumer Survey 2020, ProVeg 14The Smart Protein project has received funding from the
European Union's Horizon 2020 research and innovation
programme under grant agreement No 862957
Question and Answer
Dr. Kai-Brit Bechtold
Senior Consumer Research Scientist
kai-brit.bechtold@proveg.com
www.smartproteinproject.eu
15European Protein Market Trends and Demand Smart Protein Project October 2020 David Ingemar Hedin, Consultant
17 This PowerPoint presentation includes proprietary information from Euromonitor International and cannot be used or stored with the intent of republishing, reprinting, repurposing or redistributing in any form without explicit consent from Euromonitor International. For usage requests and permission, please contact us http://www.euromonitor.com/locations. © Euromonitor International
18 OVERVIEW Protein as Nutrition Protein as Ingredient Protein as Claim and Positioning Summary © Euromonitor International
ABOUT EUROMONITOR INTERNATIONAL 19
Euromonitor International network and coverage
© Euromonitor InternationalPROTEIN AS NUTRITION 20
Per capita protein intake varies by region
Source: Euromonitor International Nutrition, current year 2019, foodservice and retail volume
© Euromonitor InternationalPROTEIN AS NUTRITION 21
Western Europe most saturated region,
Middle East and Africa fastest growing
Regional Compound
Annual Growth Rate
Middle East and Africa 2.9%
Asia Pacific 1.9%
Australasia 1.8%
Latin America 1.8%
Eastern Europe 1.4%
North America 1.1%
Western Europe 0.6%
© Euromonitor InternationalPROTEIN AS INGREDIENT 22
EU is an unwilling protein importer
© Euromonitor InternationalPROTEIN AS INGREDIENT 23
Proteins as Ingredient in Western Europe
Potential for mixing plant-based
proteins with meat in pet food
Meat substitutes and milk
alternatives are important but
not dominating target categories
© Euromonitor InternationalPROTEIN AS CLAIM AND POSITIONING 24
High-protein positioning is stronger in other
categories
© Euromonitor International25
Some high protein launches
Source: ironmaxx.de, oomf-foods.com, quorn.co.uk
© Euromonitor InternationalPROTEIN AS CLAIM AND POSITIONING 26
The protein trend 2.0 is plant-based
Source: Danone
© Euromonitor InternationalPROTEIN AS CLAIM AND POSITIONING 27
But the European target group for vegan is specific
Both protein seeking and looking
for vegan alternatives are
dominated by the young.
Protein seeking is a
predominantly male trend
Looking for vegan alternatives is
most common among female
consumers
Largest 2020 gains for vegan
among women over 45
© Euromonitor InternationalPROTEIN AS CLAIM AND POSITIONING 28
Plant-protein off-flavours makes high
protein and good taste a complicated match
Source: bryersdelight.co.uk, halotop.uk
© Euromonitor InternationalSUMMARY 29
How can a new large protein source be sold?
Protein
additions for Displace soy
export
Displace Displace
whey meat
© Euromonitor InternationalQuestion and Answer Download the Euromonitor slides and keep in touch: http://bit.ly/SmartProtein David Ingemar Hedin, Consultant David.Hedin@euromonitor.com linkedin.com/in/david-ingemar-hedin-38796026/ @euromonitor
31
The Smart Protein project has received funding from the
European Union's Horizon 2020 research and innovation
programme under grant agreement No 862957
Carrefour: How plant based is
integrated in the business and
purpose of the company
Nicolas Dhers, Food transition strategic director
www.smartproteinproject.eu
© Euromonitor International32
Carrefour in a nutshell
● The largest French retailer
● 9 integrated countries
● What if Carrefour was feeding a country 3 meals a day, 365 days / year, how many citizens
that would be ?
© Euromonitor International33
Food Transition at the heart of Carrefour
strategy
"Our mission is to provide our customers with quality services, products and food accessible to all across
all distribution channels. Thanks to the competence of our employees, to a responsible and multicultural
approach, to our broad territorial presence and to our ability to adapt to production and consumption modes,
our ambition is to be the leader of the food transition for all”
February 2020
Launch of the
Jan 2018 January 2019 Food Transition Pact
Transformation Plan 2022 Launch of
“Food Transition for all” Act For Change
September 2018 June 2019 June 2020
Launch of Company Purpose Science Based Targets
Act For Food in the status Initiative Commitments
© Euromonitor International34
What are the drivers to push towards a more plant
based offer
Investors pressure Consumer demand and innovation NGO and regulatory impact
• ESG funds Evolution of the vegan and
are growing vegetarian turnover in France • EU Green deal and upcoming
while non (France, CAM P9 2019, HMSM + proxi + projects of environmental
ESG funds drive) labeling
face
downturns
(source Goldman
Sachs)
● The largest contributor of the • From name and shame only
• 80% of investors of an ESG additional margin of the ready strategy to discussing plant
investment strategy made meals market based promotion strategy
(Source Morgan Stanley) ● Local or international player enter
the market
© Euromonitor International35
Carrefour’s SBTI Objectives : a target impossible
to achieve without gowing more plant based
Target 2030 Commitments
● Reduce by 30% the scope 3 by
2030 = direct and indirect
emissions including the impact of
the products sold
● 27,7 Mt: the equivalent of 15 times
27,7 Mt the yearly emissions of group
Carrefour on scope 1 & 2
Our actions
1,3
Mt
● Project 20 Megatons with our
suppliers within the Food Transition
Pact
Commitments Commitments
COP 21 SBTI
Scope 1 & 2 Scope 1,2 & 3
● Set up a strategy in order to
accelerate the transition towards
less intensive food patterns
© Euromonitor International36
Where do we stand in terms of strategy,
offer and results
What Plant based means in turnover?
CARREFOUR VEGGIE - after 5 years More loyal consumers at Carrefour
• Carrefour Veggie is in France, Spain and Belgium,and is
the largest private label offer on plant based and Focus on France
vegetarian offers >> 100 options 130 M° € per year
• A difficulty to maintain assortment overtime
- : a large part of the offer is vegetarian and not
vegan, even when there is no need for animal based
ingredient
+ : A new strategy to launch formula under the
mainstream Carrefour brand
● 50% of the turnover made by 20% of
the customers
● 30% more frequent
© Euromonitor International37
What kinds of products are we looking for...
THE PERFECT PRODUCT
● 100% PLANT BASED
● MIMICKING MEAT
● CLEAN LABELS
● NOT ULTRA TRANSFORMED
… AND AFFORDABLE
THE UPCOMING CATEGORIES …. THE SAME PITCH FOR
● CHEESE (Price and demand issue)
● “SEA FOOD” (demand issue)
© Euromonitor International38
A steady Growth lead by innovation
Number of
households
+ 2%
TURNOVER
+ 8%
Spending per Frequence
household - 1%
+ 6% Number of
items
In terms of rotation : Spending per + 6,5%
● Meat substitutes have performances are household
close to the average products + 7%
● Plant based Milk (non organic) have Average price
rotations 2 times higher than Market + 0,5%
● Non dairy yoghurt have rotations 2 times
higher than market (for main brands)
© Euromonitor International39
Behind the scene : listing of new players
2 concrete examples with learnings
Les Nouveaux fermiers
Beyond Meat (The new farmers)
Choose the right section Choose the right network
● Listed in the meat department but awareness ● Up to 30 times more sales from one shop to
and width of offer issues another
Adapt your commercial plan Start small and execute perfectly
● Avoiding pricing issues
● Not enough support and + lack packaging
● Limit wasted products
adaptation
● Ensure your visibility
© Euromonitor International40
The Smart Protein project has received funding from the
European Union's Horizon 2020 research and innovation
programme under grant agreement No 862957
Question and Answer
Nicolas Dhers
Carrefour
www.smartproteinproject.eu
© Euromonitor InternationalThe Smart Protein project has received funding from the
European Union's Horizon 2020 research and innovation
programme under grant agreement No 862957
Understanding the consumer
Christopher Bryant, PhD.
Cellular Agriculture Society
www.smartproteinproject.euOverview 1. A shift away from eating animals 2. Attitudes towards alternative proteins 3. Promising markets and optimal messages
A shift away from eating animals Source: https://www.bloomberg.com/news/articles/2020-07-30/good-news-for-climate-change-as-world-loses-its-ta ste-for-meat
A shift away from eating animals Source: Bryant, C., van Nek, L., Rolland, N. (2020). European Markets for Cultured Meat: A Comparison of Germany and France. Foods, 9(9), 1152.
A shift away from eating animals Source: https://www.theguardian.com/world/2020/sep/27/the-wurst-is-over-why-germany-land-of-schnitzels-now-l oves-to-go-vegetarian
A shift away from eating animals Source: Bryant, C. J. (2019). We can’t keep meating like this: Attitudes towards vegetarian and vegan diets in the United Kingdom. Sustainability, 11(23), 6844.
A shift away from eating animals Source: Bryant, C. J. (2019). We can’t keep meating like this: Attitudes towards vegetarian and vegan diets in the United Kingdom. Sustainability, 11(23), 6844.
Attitudes to alternative proteins Source: Bryant, C. & Sanctorum, H. (Under review). Alternative Proteins, Evolving Attitudes.
Attitudes to alternative proteins
Attitudes to alternative proteins Source: Gómez-Luciano, C. A., Vriesekoop, F., & Urbano, B. (2019). Towards food security of alternative dietary proteins: A comparison between Spain and the Dominican Republic. Amfiteatru Economic, 21(51), 393-407.
Attitudes to alternative proteins Source: Gómez-Luciano, C. A., Vriesekoop, F., & Urbano, B. (2019). Towards food security of alternative dietary proteins: A comparison between Spain and the Dominican Republic. Amfiteatru Economic, 21(51), 393-407.
Attitudes to Alternative Proteins Source: Gómez-Luciano, C. A., Vriesekoop, F., & Urbano, B. (2019). Towards food security of alternative dietary proteins: A comparison between Spain and the Dominican Republic. Amfiteatru Economic, 21(51), 393-407.
Attitudes to alternative proteins
Would not buy Maybe would buy Would buy
cultured meat cultured meat cultured meat
PBMs do not meet 11.4% 9.5% 9.7%
their needs
PBM maybe meets 5.3% 8.8% 7.8%
their needs
PBMs meet their
9.6% 16.1% 21.7%
needs
Source: Bryant, C. & Sanctorum, H. (Under review). Alternative Proteins, Evolving Attitudes.Attitudes to alternative proteins
Would not buy Maybe would buy Would buy
cultured meat cultured meat cultured meat
PBMs do not meet 11.4% 9.5% 9.7%
their needs
PBM maybe meets 5.3% 8.8% 7.8%
their needs
PBMs meet their
9.6% 16.1% 21.7%
needs
Source: Bryant, C. & Sanctorum, H. (Under review). Alternative Proteins, Evolving Attitudes.Attitudes to alternative proteins
● More appealing to vegetarians
● More appealing to females
● Concerns mainly about taste
● More appealing to meat-eaters
● More appealing to males
● Concerns mainly about safetyPromising markets & optimal messages
Health conscious Environmentally conscious
Active lifestylePromising markets & optimal messages
!Promising markets & optimal messages
Promising markets & optimal messages
Benefits for environment
Healthier choices
Reduce factory farmingSummary 1. Consumers are increasingly moving beyond eating animals 2. There are promising markets for a diverse range of alternative proteins 3. Focus on the health and environmental benefits of SMART Protein, framing it as byproducts rather than recycled waste
The Smart Protein project has received funding from the
European Union's Horizon 2020 research and innovation
programme under grant agreement No 862957
Question and Answer
Christopher Bryant, PhD.
Cellular Agriculture Society
www.smartproteinproject.euQuestion and Answer #SmartProtein smartproteinproject.eu
The Smart Protein project has received funding from the
European Union's Horizon 2020 research and innovation
programme under grant agreement No 862957
Thank you!
www.smartproteinproject.euYou can also read
