Table of Contents
Overview
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- What you need to know
- Key issues covered in this Report
- Definition
Executive Summary
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- Figure 1: Short-, medium- and longer-term impact of COVID-19 on Proteins, May 2020
- Market overview
- Top takeaways
- Key Trends
- Consumer protein choice points to need for innovation
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- Figure 2: Protein varieties, March 2020
- Consumers already seeking versatility and excitement pre-pandemic
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- Figure 3: Protein Attitudes, March 2020
- Anchor innovation in savory, smoky and complex flavors
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- Figure 4: Preferred flavor families, March 2020
- Classic flavors topping the go-to list can use a refresh
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- Figure 5: Current protein flavors, March 2020
- Interest in hot and spicy flavors can move beyond the basics
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- Figure 6: Consumer experience and interest in flavors, March 2020
- Gen Z, Millennials are at the core of exploration, but don’t rule out the Xers
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- Figure 7: Flavor Innovation, by generation, March 2020
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Impact of COVID-19 on Flavors and Ingredients in Protein
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- Figure 8: Short-, medium- and longer- term impact of COVID-19 on Proteins, June 2020
- Opportunities and Threats
- Where’s the beef?
- Protein brands are helping to manage mealtime
- Tap into experience with adventure in the kitchen
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- Figure 9: Coronavirus spending, June 24, 2020
- Wellbeing can be flavorful
- How the COVID-19 crisis will affect the protein market’s key consumers
- Not all proteins are created equally; not all will be available
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- Figure 10: Protein consumption, by type, March 2020
- How a COVID-19 recession will reshape the protein industry
- Price and availability will play a big role
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- Figure 11: Market performance, by category, 2017 and 2019
- COVID-19: Protein Market context
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The Market – What You Need to Know
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- Protein’s powerhouse reputation can be leveraged for growth
- Consumers are on the hunt for protein flavor inspiration
State of the Market
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- Protein fever is a boost and a burden for protein brands
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- Figure 12: Total US retail sales, by category, 2017 and 2019
- Plant-based sales indicate strong trial, perhaps allegiance
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- Figure 13: Multi-outlet sales of select plant-based meat substitutes, by companies and brands, rolling 52 weeks 2019 and 2020
- Most-consumed proteins offer a more direct path to flavor innovation success
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- Figure 14: Protein types consumed, March 2020
Market Drivers
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- Consumers crave experiences at mealtime
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- Figure 15: Protein attitudes, March 2020
- International flavors are welcomed in home cooking
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- Figure 16: International cuisine consumption, February 2020
- Foodservice highlights international influence and elevated preparations
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- Figure 17: Growth of protein flavors on US menus, Percentage change, Q4 2015-19
- Plant-based growth is driven by consumers under 55
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- Figure 18: Meat alternative experience, March 2020
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- Figure 19: Purchase intent of meat substitutes as compared to animal meat products, by age, June 2020
Brands – What You Need to Know
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- Hot and spicy flavors are due for renovation
- Blended proteins bridge the gap for meat lovers
- International flavors offer appeal to a range of consumers
Product Development – Now – Current Flavor Trends
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- Trending chili peppers meet the consumer craving for heat
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- Figure 20: Percentage change in US protein product launches, by flavor, 2015-2019
- Figure 21: growth of chili peppers on US menus, Q4 2016-19
- Garden fresh flavors offer classic, versatile appeal
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- Figure 22: Percentage growth of herbal flavors in protein product launches in the US, 2015-19
- Craft beer and spirits tap into popularity of grilling and BBQ
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- Figure 23: Interest in beer and bourbon flavors, by generation, March 2020
- Figure 24: Percentage change in product launches by flavor component, 2017-19
Product Development – Near – What to Watch For
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- Regional heat at the top of the “must try” list
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- Figure 25: Future flavor interest, by age group, March 2020
- Colorful Latin American sauces take consumers on an adventure
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- Figure 26: Interest and experience in growing protein flavors, March 2020
- Meat alternative consumers looking for flavor
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- Figure 27: Preferred flavor family, by protein variety, March 2020
- Consumers seek greater variety in the alternative meat aisle
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- Figure 28: Protein opinions, March 2020
- Plant/animal protein blends reach consumers in the middle
Product Development – Next – What’s in the Pipeline
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- Moving beyond Korean BBQ
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- Figure 29: Flavor interest and experience, March 2020
- Southeast Asian flavors combine flavor with wellness
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- Figure 30: Experience and future interest in emerging flavors, by generation, March 2020
- Emerging African cuisine spotlights a flavorful chili paste
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- Figure 31: Interest in emerging flavors, by generation, March 2020
The Consumer – What You Need to Know
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- Pair familiar proteins with unique flavors
- Interest in flavor innovation is connected to format
- Emerging flavors appeal to a specific segment
Willingness to Try New Flavors
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- Majority of consumers seek out new flavor experience
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- Figure 32: Flavor experimentation, March 2020
- Flavor adventure appeals to a niche demographic
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- Figure 33: Flavor experimentation, by age and gender, March 2020
Protein Flavor Attitudes
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- More than half of consumers want a mealtime refresh
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- Figure 34: Protein attitudes, March 2020
- Convenience is at the core of prepared proteins
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- Figure 35: Protein attitudes, by generation, March 2020
- Flavor seekers find flavor inspiration online
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- Figure 36: Protein attitudes, by flavor attitudes, March 2020
Proteins (and Alternatives) Consumed
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- Protein occasions play a role in flavor selection
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- Figure 37: Repertoire of types of protein consumed in the past three months, March 2020
- Price and versatility: a meaty match made in heaven
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- Figure 38: Protein varieties, March 2020
- A tale of two protein sources
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- Figure 39: Protein varieties, by age group, March 2020
- Parents are an important factor in the processed meat equation
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- Figure 40: Protein varieties, by parental status, March 2020
Preferred Protein Flavor Families
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- Proteins are a canvas for flavor variety
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- Figure 41: Preferred flavor families, March 2020
- Elevate spicy flavors with sweetness
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- Figure 42: Preferred flavor families by age group, March 2020
Now – Primary Protein Flavors Consumed
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- Top protein flavors stay close to home
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- Figure 43: Current protein flavors, March 2020
- Hispanic consumers are looking beyond mainstream protein flavors
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- Figure 44: Current protein flavors, by Hispanic origin, March 2020
- Buffalo is positioned to rival BBQ
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- Figure 45: Current protein flavors, by generation, March 2020
Near – Protein Flavor Experience and Interest
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- South of the border sauces influence flavor innovation
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- Figure 46: Flavor experience and interest, March 2020
- Future interest lies in regional spicy flavors
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- Figure 47: Flavor experience and interest by age group, March 2020
Next – Protein Flavor Experience and Interest
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- Regional Asian flavors are emerging, but face familiarity issues
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- Figure 48: Flavor Innovation, March 2020
- Millennials are eager to explore
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- Figure 49: Flavor Innovation, by generation, March 2020
- Meat-alternative consumers display strong interest in emerging flavors
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- Figure 50: Flavor innovation experience and interest among consumers who eat meat alternatives, March 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Consumer survey data
- Purchase Intelligence
- Abbreviations and terms
- Abbreviations
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