Plant-based di
What do consumers say?
Tapping the alternative protein trend
How many consumers changed their diets to lead a more All this is part of an inexorable global trend towards more sustainable consumer behaviour. Some 45% of environmentally friendly the last 2 years? global consumers say that they have changed their diets in the lifestyle last two in years in order to lead a more 45%
Plant-based diets
45% 38% 47
environmentally friendly lifestyle (30% in the US, 38% in Europe and 47% in Asia).
2,3
What do consumers say?*
38%
Global
Europe
What was the main reason for consumer to make changes to their diet? How many consumers changed their diets to lead a more environmentally friendly lifestyle in the last 2 years?
52% 51% 45% 38% 47% 30% 45%
38%
Global
Europe 52%
52% Global consumers 47%say: “I was concerned about the Asia-Pacific environment overall”
Global
Source: FMCG Gurus
51% of European consumers say: “I was concerned about a specific environmental issue (i.e. global warming)”
30%
USA 51%
Europe
57% 57% Asia-Pacific
57% of Asian consumers say: “I was concerned about the environment overall”
What was the main reason for consumers to make changes to their diet? While only 12% of consumers in the US say that they have How many consumers changed their diet to reduce meat or reduced their meat intake, compared to 35% in Europe, eliminate it completely? the market for alternative protein sources is set to continue
52%
51%
52% Global
2,3 consumers say: to diversify and grow. “I was concerned
about the environment overall”
52% Global
51% Europe
51% of European consumers say: “I was concerned about a specific environmental issue (i.e. global warming)”
57%
57% Asia-Pacific
57% of Asian consumers say: “I was concerned about the environment overall”
56%
56% of USA Reduced meat consumers say: “I was concerned about a specific 56% environmental issue (i.e. global warming)” USA
42%
42%
Global
33%35%33%12%
How many consumers changed their diet to reduce meat or eliminate it completely?
33%
35%
33%
12%
Global
Europe
Asia-Pacific
USA
Vegetarian diet
Source: FMCG Gurus
Reduced meat
Lynn Dornblaser, Director Innovation & Insight at Mintel, said during her presentation at Fi North America 19%
22%
28%
Howin many and SupplySide West 2019, Food ingredients Theater, that protein claims the US and Europe are going up Global Europe Asia-Pacific USA 42% 44% consumers every year.1 Global Europe sometimes find 33% 35% 33% 12% the taste of plantGlobal Europe Asia-Pacific USA based food Protien claims are up in food and beverage introductions and drink Vegetarian diet boring? US: Products making a high/added protein claim, 2014-September 2019
33%35%33%12%
42%
44%
22%19%22%28% 19%
22%
28%
Global
Europe
Asia-Pacific
USA
Asia-Pacific
How find p sourc
46% 31%56% 50% 57% 58%
46% 22%
46%
46%
22%19%22%28% 22%
How cons somet the tast base and bo
Asia-Pacific
31%
57%
Global
58% USA
Europe
56%
50%
Asia-Pacific
USA
Sources:*
How many consumers find plant-based protein sources appealing?
1. FMCG Gurus Sustainability survey – 26,000 consumers surveyed globally – 11,000 Europe, 7,000 Asia-Pacific and 1,000 in the USA, 2019 2. FMCG Gurus Active Nutrition survey – 26,000 consumers surveyed globally – 11,000 Europe, 7,000 Asia-Pacific and 1,000 in the USA, 2019
More insights at https://insights.figloba
57% 58% 56% 50% 57%
58%
56%
50%
Global
Europe
Asia-Pacific
USA
Sources:*
Source: Fi North America and SupplySide West 2019, Food ingredients Theater1
1. FMCG Gurus Sustainability survey – 26,000 consumers surveyed globally – 11,000 Europe, 7,000 Asia-Pacific and 1,000 in the USA, 2019
2. FMCG Gurus Active Nutrition survey – 26,000 consumers surveyed globally – 11,000 Europe, 7,000 Asia-Pacific and 1,000 in the USA, 2019
More insights at https://insights.figlobal.com/ Future protein sources: new opportunities in North America | 4
