Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Consumption of meat alternatives significantly lags behind animal-based proteins
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- Figure 1: Consumption frequency, September 2017
- Competition among plant-based options increasing
- The opportunities
- Leveraging natural appeal of plant-based proteins
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- Figure 2: Important attributes in plant-based foods, by presence and age of children in household, October 2017
- Younger consumers recognize a need for more dietary protein
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- Figure 3: Diet opinions, any agree, by age, October 2017
- Hispanic Millennials recognize plant-based proteins as better for you and the environment
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- Figure 4: Reputation of plant-based proteins, any agree, by Hispanic origin, October 2017
- What it means
The Market – What You Need to Know
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- Potential for alternatives to red meat and poultry
- Millennials: the present and future for plant-based proteins
Market Perspective
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- Poultry preferences
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- Figure 5: Consumption frequency, September 2017
- Figure 6: Changes in food price indexes, August 2015-16
- Lower red meat sales
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- Figure 7: US city average price per lb of 100% ground beef, Jan 2010-Aug 2016
- Stagnating fish and shellfish sales
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- Figure 8: Attitudes toward fish/shellfish preparation, any agree, by age, September 2017
- Growing interest in plant-based foods
Market Factors
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- Millennials most likely to consume plant-based proteins, though interest crosses generations
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- Figure 9: US population, by generation share, 2017
- Hispanic, Asian population growth could lead to category growth
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- Figure 10: Generations, by race and Hispanic origin, 2017
- Figure 11: Population by generation, 2012-22
Key Players – What You Need to Know
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- Free-from plant-based options surge
- Organic and natural options diminish
- Fake fish could leverage health and flavor
What’s Working?
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- Free-from claims grow, particularly non-GMO
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- Figure 12: US launches of foods and beverages with plant-based proteins and free-from labeling, 2012-17
- Figure 13: Kellogg’s Special K Protein Shakes Chocolate Mocha Coffee House Shake, 2017
What’s Struggling?
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- Limited number of organic/natural plant-based options
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- Figure 14: Organic/natural claims on US food/beverages launches with plant-based proteins, 2012-17
- Figure 15: Explore Cuisine Organic Pasta Duo, 2017
What’s Next?
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- Fake fish attempts to leverage interest in meat alternatives
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- Figure 16: US launches of meals/meal centers and fish/meat/egg products with plant-based proteins, 2012-17
- Figure 17: Gardein Golden Fishless Filets, 2017
The Consumer – What You Need to Know
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- Meals and meat, the most cited categories for plant-based proteins
- Taste and health factor strongly
- Purchase fueled by health factors
- Free-from factors
- In terms of health, beans prove tough to beat
- Women more likely to avoid animal-based proteins
- Men more likely to regard meat as essential
- Brand key to reaching younger consumers seeking plant-based foods
- Hispanic consumers appreciate plant-based promise
- Parents seeking additional variety in plant-based options
Eating Plant-based Foods
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- Rice, potato lead plant proteins consumed
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- Figure 18: Interest in plant-based foods, October 2017
- Women notably more interested in pumpkin, quinoa, chia
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- Figure 19: Interest in plant-based foods, by gender, October 2017
- Pea protein consumption lags behind rice, potato, wheat
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- Figure 20: Interest in plant-based foods, by age, October 2017
- Parents more likely to consume soy, quinoa, chia
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- Figure 21: Interest in plant-based foods, by parental status, October 2017
- Higher income correlation with plant protein consumption
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- Figure 22: Interest in plant-based foods, by household income, October 2017
- Hispanic Millennials more likely to consume soy protein
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- Figure 23: Interest in plant-based foods, by Hispanic origin, October 2017
Consumption of Alternatives
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- Consumers eating plant proteins largely in prepared meals
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- Figure 24: Consumption of plant-based alternatives, October 2017
- Women more likely to eat plant proteins in yogurt, desserts
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- Figure 25: Consumption of plant-based alternatives, by gender, October 2017
- Younger generations seeking plant-based proteins across categories
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- Figure 26: Consumption of plant-based alternatives, by age, October 2017
- Consumers much more likely to seek plant-based proteins in meals, regardless of protein source
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- Figure 27: Consumption of plant-based alternatives, by interest in plant-based foods, October 2017
- Plant protein consumers recognize importance of animal-based proteins as well
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- Figure 28: Opinions, any agree, by consumption of plant-based alternatives, October 2017
- Hispanic Millennials consuming plant-based proteins in a variety of categories
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- Figure 29: Consumption of plant-based alternatives, by Hispanic origin, October 2017
Consumption Reasons
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- Taste tops reasons for consumption
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- Figure 30: Reasons behind plant-based consumption, October 2017
- Women notably more likely to seek to avoid processed foods
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- Figure 31: Reasons behind plant-based consumption, by gender, October 2017
- One in five younger consumers cite environmental concerns
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- Figure 32: Health and environmental reasons behind plant-based consumption, by age, October 2017
- Hispanic consumers overindex in noting weight management, money savings, and muscle growth
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- Figure 33: Reasons behind plant-based consumption, by Hispanic origin, October 2017
Important Attributes
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- Taste factors most strongly in purchase choice
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- Figure 34: Important attributes in plant-based foods, October 2017
- Fiber a strong factor for older consumers, protein for younger ones
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- Figure 35: Important attributes in plant-based foods, by age, October 2017
- Free-from claims generally resonating more among parents
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- Figure 36: Important attributes in plant-based foods, by presence and age of children in household, October 2017
- Protein, fiber content resonating among Hispanics
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- Figure 37: Important attributes in plant-based foods, by Hispanic origin, October 2017
- Flavor, natural, and health attributes key to consumers
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- Figure 38: TURF analysis – Important attributes in plant-based foods, October 2017
Free-from Attribute Interest
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- Non-GMO, allergen-free options communicate healthy, though different aspects
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- Figure 39: Important free-from attributes in plant-based foods, by age, October 2017
- Hispanic Millennial interest in lactose-free, non-GMO options
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- Figure 40: Important free-from attributes in plant-based foods, by Hispanic origin, October 2017
Protein Preferences
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- Beans rank highly among consumers, while other plant-based proteins lag significantly
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- Figure 41: Ranking proteins, October 2017
- Men have a generally higher opinion of rice protein; women of quinoa and beans
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- Figure 42: Ranking proteins, any ranking, by gender, October 2017
- Beans lag significantly among younger consumers, who are as likely to rank rice protein among the healthiest protein sources
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- Figure 43: Ranking proteins, any ranking, by age, October 2017
- Hispanic Millennials notably more likely to rank quinoa as healthy
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- Figure 44: Ranking proteins, any ranking, by Hispanic origin, October 2017
Avoiding Animal Proteins
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- A third of consumers avoiding lamb and whey protein powder; a fifth avoiding red meat and pork
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- Figure 45: Animal-based proteins avoided, October 2017
- Women notably more likely to avoid meat
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- Figure 46: Animal-based proteins avoided, by gender, October 2017
- Older consumers much more likely to avoid whey protein powder, while a quarter of those aged 18-34 avoid fish
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- Figure 47: Animal-based proteins avoided, by age, October 2017
- Hispanic Millennials avoiding pork, red meat, while older Hispanic consumers avoiding lamb
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- Figure 48: Animal-based proteins avoided, by Hispanic origin, October 2017
Protein Opinions
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- Plant-based proteins generally regarded as healthy, but consumers recognize meat’s role in a balanced diet
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- Figure 49: Opinions, any agree, October 2017
- Men much more likely to view meat as essential
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- Figure 50: Diet opinions, any agree, by gender, October 2017
- Younger consumers recognize a need for more dietary protein
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- Figure 51: Diet opinions, any agree, by age, October 2017
- Hispanic Millennials seeking to add protein to their diet
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- Figure 52: Diet opinions, any agree, by Hispanic origin, October 2017
Opinions of Purchasing Plant-based Proteins
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- Brand influencing younger consumers, who may also be deterred by price
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- Figure 53: Purchase opinions, any agree, by age, October 2017
- Plant-based brand important to considerable number of Hispanic Millennials
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- Figure 54: Purchase opinions, any agree, by Hispanic origin, October 2017
Reputation of Plant-based Proteins
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- Younger consumers more likely to trust plant-based proteins, recognize their environmental benefits
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- Figure 55: Reputation of plant-based proteins, any agree, by age, October 2017
- Parents of school-aged children more likely to recognize plant-based proteins as better for the environment
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- Figure 56: Reputation of plant-based proteins, any agree, by presence and age of children in household, October 2017
- Hispanic Millennials recognize plant-based proteins as better for you and the environment
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- Figure 57: Reputation of plant-based proteins, any agree, by Hispanic origin, October 2017
Improving Plant-based Proteins
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- Consumers overall, particularly younger, want more information about the product on-pack
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- Figure 58: Improving plant-based proteins, any agree, by age, October 2017
- Parents of school-aged children would like more variety in flavors of plant-based products
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- Figure 59: Improving plant-based proteins, any agree, by presence and age of children in household, October 2017
- Hispanic consumers keenly interested in more information on-pack
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- Figure 60: Improving plant-based proteins, any agree, by Hispanic origin, October 2017
Appendix – Data Sources and Abbreviations
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- Data sources
- Fan chart forecast
- Consumer survey data
- Abbreviations
- Abbreviations
TURF Analysis – Plant-based Proteins – January 2018
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- Methodology
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- Figure 61: Table – TURF analysis – Important attributes in plant-based foods, October 2017
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