Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Retail options face notable competition from meatless foodservice items
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- Figure 1: Red meat deterrents, January 2016
- Poultry, beef attributes resonate strongly with consumers
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- Figure 2: Protein associations, all proteins, August 2016
- Consumers seeking usage guidelines
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- Figure 3: Opinions of meat alternatives, by generation, October 2016
- The opportunities
- Health, weight loss compelling consumption
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- Figure 4: Reasons for consumption, October 2016
- Success could rest in lower-priced, naturally positioned options
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- Figure 5: TURF analysis – Desired attributes of meat alternative products, October 2016
- Lower-sodium options could resonate
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- Figure 6: Opinions of meat alternatives, by reasons for consumption, October 2016
- What it means
Market Perspective
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- Health sells
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- Figure 7: Vegetables behaviors, by parental status, February 2016
- Meaty inspiration
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- Figure 8: Red meat deterrents, January 2016
- Poultry, beef attributes resonate strongly with consumers
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- Figure 9: Protein associations, all proteins, August 2016
Market Factors
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- Millennials most likely to consume meat alternatives
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- Figure 10: US population, by generation share, 2017
- Hispanic, Asian population growth could lead to category growth
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- Figure 11: Generations, by race and Hispanic origin, 2017
- Figure 12: Population by generation, 2012-22
Key Players – What You Need to Know
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- Multitude of brands competing for the category
- Protein interest could fuel tempeh/seitan growth
- Regulatory impact on claims
What’s Working?
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- Brands competing in a crowded space
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- Figure 13: Most popular meat substitute brands, by region, 2016
- Free-from claims in meat-free foods
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- Figure 14: Protein alternative introductions from most popular category brands
What’s Next?
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- Tempeh and seitan could leverage consumer interest in protein
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- Figure 15: Tempeh and seitan introductions
- Alternative opportunities in snacks
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- Figure 16: Food introductions with vegetarian, vegan, and/or “no animal ingredients” claims, by category, 2011-16
- GMO-free and more free-from claims
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- Figure 17: Vegetarian, vegan, and/or “no animal ingredients” foods, by free-from and organic claims, 2012-16
- Figure 18: Protein alternatives with GMO-free claims
The Consumer – What You Need to Know
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- Egg consumption widespread
- Meatless options of greater interest to younger generations
- Health resonates with meat alternative consumers
- Restaurants, a meat alternative resource for Millennials
- Protein content resonates strongly
- Lack of confidence in preparation may be stifling the category somewhat
Consumption of Eggs, Egg Substitutes
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- Eggs remain widely popular
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- Figure 19: Consumption of eggs/egg substitutes, October 2016
- Men consuming far more eggs, particularly fathers
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- Figure 20: Consumption of eggs/egg substitutes, by gender and parental status, October 2016
- Egg consumption skews younger
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- Figure 21: Consumption of eggs/egg substitutes, by generation, October 2016
- Lower prices could entice consumers to eggs
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- Figure 22: Consumption of eggs/egg substitutes, by household income, October 2016
- Households with children more likely to consume eggs/substitutes
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- Figure 23: Consumption of eggs/egg substitutes, by number of children under age 18 in household, October 2016
- Eggs appeal to those following a Paleo diet
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- Figure 24: Consumption of eggs/egg substitutes, by typical diet, October 2016
- Hispanic consumption skews notably higher among Millennials
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- Figure 25: Consumption of eggs/egg substitutes, by Hispanic origin, October 2016
Consumption of Meatless Alternatives
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- Daily meatless consumption mirrors the size of the vegetarian base
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- Figure 26: Consumption of meatless alternatives, October 2016
- Fathers notably more likely to be meatless consumers
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- Figure 27: Consumption of meatless alternatives, any consumption, by gender and parental status, October 2016
- Consumption skews highest among younger generations
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- Figure 28: Consumption of meatless alternatives, any consumption, by generation, October 2016
- Heart health would seem a selling point
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- Figure 29: Consumption of meatless alternatives, any consumption, by race, October 2016
- Meatless consumption rises with income
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- Figure 30: Consumption of meatless alternatives, any consumption, by household income, October 2016
- Children, the future of meatless alternatives
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- Figure 31: Consumption of meatless alternatives, by number of children under age 18 in household, October 2016
- Meatless appeal for Paleo dieters
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- Figure 32: Consumption of meatless alternatives, by typical diet, October 2016
- Consumption notably higher among Hispanic Millennials
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- Figure 33: Consumption of meatless alternatives, any consumption, by Hispanic origin, October 2016
Consumption of Tofu/Tempeh/Seitan
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- Tofu consumption higher than tempeh, seitan
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- Figure 34: Consumption of tofu/tempeh/seitan, October 2016
- Tofu consumption notably higher among Asian consumers
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- Figure 35: Consumption of tofu/tempeh/seitan, by race, October 2016
- Tofu particularly popular among Hispanics
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- Figure 36: Consumption of tofu/tempeh/seitan, any consumption, by Hispanic origin, October 2016
Reasons for Meat Alternative Consumption
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- Health, weight loss driving consumption
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- Figure 37: Reasons for consumption, October 2016
- Millennials seeking weight loss; Boomers pursuing other health benefits
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- Figure 38: Reasons for consumption, by generation, October 2016
- Opportunities to reach the health-conscious consumer
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- Figure 39: Opinions of meat alternatives, by reasons for consumption, October 2016
- Gluten-free appeals to meat alternative consumers
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- Figure 40: Opinions of meat alternatives, by desired attributes, October 2016
- Health resonates strongly with Hispanic Millennials
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- Figure 41: Reasons for consumption, by Hispanic origin, October 2016
Uses for Meat Alternatives
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- Side dish usage declines slightly
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- Figure 42: Uses for meat alternatives, October 2016
- Restaurants as inspiration
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- Figure 43: Uses for meat alternatives, by generation, October 2016
- White consumers more likely to incorporate meat alternatives in a healthful meal
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- Figure 44: Uses for meat alternatives, by race, October 2016
- Midwesterners regard alternatives as part of a healthful meal
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- Figure 45: Uses for meat alternatives, by region, October 2016
- Disparity in usage among Hispanic Millennials versus non-Millennials
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- Figure 46: Uses for meat alternatives, by Hispanic origin, October 2016
Desired Attributes in Meat Alternatives
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- Protein proves most popular attribute in meat alternatives
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- Figure 47: Desired attributes, October 2016
- Free-from claims factor for fathers
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- Figure 48: Desired healthy attributes, by gender and parental status, October 2016
- Cost may be deterring the category’s staunchest supporters
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- Figure 49: Desired attributes, by generation, October 2016
- Higher-income households seeking organic alternatives
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- Figure 50: Desired attributes, by household income, October 2016
- Organic resonates strongly with vegetarians and Paleo dieters
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- Figure 51: Desired attributes, by diet, October 2016
- Paleo dieters seeking meat alternatives with free-from claims
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- Figure 52: Desired free-from attributes in meat alternatives, by diet, October 2016
- Alternatives positioned as healthful should avoid artificial
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- Figure 53: Desired free-from attributes in meat alternatives, by those most likely to seek protein content when buying meat alternatives, October 2016
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- Figure 54: TURF analysis – Desired attributes of meat alternative products, October 2016
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- Figure 55: Table - TURF analysis – Desired attributes of meat alternative products, October 2016
- Protein, organic important to consumers of gluten-free meat alternatives
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- Figure 56: Desired free-from attributes in meat alternatives, by those most likely to seek gluten-free ingredients when buying meat alternatives, October 2016
- Artificial ingredients appear more of a concern to Hispanic non-Millennials
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- Figure 57: Desired free-from attributes in meat alternatives, by Hispanic origin, October 2016
Opinions of Meat Alternatives
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- Consumers seeking preparation tips/advice
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- Figure 58: Opinions of meat alternatives, October 2016
- Parents regard alternatives as more healthful than meat
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- Figure 59: Opinions of meat alternatives, by gender and parental status, October 2016
- Millennials seeking usage guidelines
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- Figure 60: Opinions of meat alternatives, by generation, October 2016
- Hispanics tend to regard alternatives as being more healthful than real meat
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- Figure 61: Opinions of meat alternatives, by Hispanic origin, October 2016
Applications for Meats/Meat Alternatives
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- Protein alternatives in flavor-rich dishes
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- Figure 62: Correspondence analysis – Meat/meat alternative applications, October 2016
- Variety of applications for eggs among Millennials
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- Figure 63: Egg applications, by generation, October 2016
- Alternative applications appear to have room to expand
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- Figure 64: Applications, by generation, October 2016
- Paleo, vegetarian consumer usage mostly mirrors the use of meat
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- Figure 65: Applications, by diet, October 2016
- Hispanics appear slightly more comfortable with possibilities for meat alternatives
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- Figure 66: Applications, by Hispanic origin, October 2016
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations
- Abbreviations
Appendix – Consumer
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- Figure 67: Most popular meat substitute brands, by gender, 2016
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- Figure 68: Most popular meat substitute brands, by region, 2016
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Appendix – Correspondence Analysis Methodology
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- Figure 69: Meat/meat alternative applications, October 2016
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Appendix – TURF Analysis Methodology
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