Zenith Global 2014 Protein Innovation Report by Zenith Global

zenithinternational Protein Innovation Report 2014

A review of recent key trends and new product development

November 2014

Research Note In undertaking its research for this report, Zenith has utilised its internal data library and global databases, alongside other third party sources and interviews with the industry. Throughout its on-going research, Zenith also depends upon the goodwill and co-operation of operators active in the marketplace, and, as such, seeks to achieve a high level of accuracy. Liability This document contains information and may contain conclusions and recommendations. Every effort has been made to ensure that the information is accurate and that the opinions expressed are sound. However, Zenith International Ltd cannot be made liable for any errors or omissions or for any losses or consequential losses resulting from decisions based on the information. Important notice on distribution This report should not be quoted, referred to or transmitted to another party, in whole or in part, without the prior written consent of Zenith International Ltd. Should you desire to release a copy of this report to another party for information purposes, we request you and the requesting party to indemnify Zenith International from any liability related to the report distribution. Such readers however will not be considered â&#x20AC;&#x153;usersâ&#x20AC;? of this report.

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CONTENTS

Section The contacts at Zenith International in connection with this report are:

Page

1. Introduction and scope

Harikrishnan H. Pillai Regional Research Coordinator Zenith International Ltd., UK Tel: +44 1225 327934 hpillai@zenithinternational.com

2. Category overview

Esther Renfrew Market Intelligence Director Zenith International Ltd., UK Tel: +44 1225 327913 erenfrew@zenithinternational.com

 Challenges and barriers

3. Brand profiles

Zenith International Ltd 7 Kingsmead Square Bath BA1 2AB United Kingdom T +44 (0) 1225 327900 F +44 (0) 1225 327901 www.zenithinternational.com

3.1 Brand profiles: Ready-to-eat protein products

3.2 Brand profiles: Ready-to-drink protein products

3.3 Ready-to-consume products with protein from new or unconventional sources

3.4 Ready-to-consume protein-rich products for specific age groups

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 Global supply of protein  Global trends  Packaged high-protein product categories overview

 Insights and opportunities

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zenithinternational 1. Introduction and scope

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INTRODUCTION AND SCOPE Innovation in ready-to-consume protein products Overview The aim of this report is to assess developments in the packaged ready-toconsume protein products sector, identifying and summarising trends and new innovations in order to understand what opportunities exist for new product development.

Scope A global market overview of trends and developments - tracking recent innovation within the category and investigating the future outlook for the market. This report also features brand profiles of leading and innovative adult soft drinks products worldwide to use for benchmarking purposes. Categories covered in this report:  Packaged ready-to-drink protein products such as shakes, milk drinks etc. that are marketed as products with a high protein content.  Packaged ready-to-eat protein products such as protein bars, snacks, desserts, and yoghurts that are marketed as products with a high protein content. Snacks does not cover packaged nuts, seeds etc. Products profiled in this report contain features that span a number of trends shaping the future of the packaged ready-to-consume protein products sector, including:  Introduction of new formats  Introduction of new flavours  Reduced sugar content  Use of new protein sources  Use of new ingredients  ‘Ultra Premium’ classification  Designer bottles  Limited edition packaging releases  Minimalistic packaging designs  Unique packaging shapes & textures

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INTRODUCTION AND SCOPE Innovation in ready-to-consume protein products

Definition: ready-to-consume protein products For the purpose of this report, Zenith has limited its research scope using the following definition:  Any packaged and ready-to-consume product marketed as a protein food/snack/drink or highlights the weight of protein content on the label, and 10% (one tenth) or more of its calorific value is from its protein content. According to EU regulations, 1g of protein provides 4kcals.  A separate section is provided for ready-to-consume protein-rich products for specific age groups, such as children, seniors, etc.  Any packaged and ready-to-consume food or drink product sold through retail as well as other channels, and contains protein from an unconventional or relatively new source (such as insects). Exclusions Any non-packaged product as well as raw or cooked meat, poultry, eggs, seafood, soy, legumes, cheese etc. are excluded.

Coverage Innovation and new product development shaping the global market for Ready-toconsume protein products launched from 2012 to 2014.

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zenithinternational 2. Category overview

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CATEGORY OVERVIEW Global supply of protein  Commentary

Global per capita supply of protein (grams per day) Global supply of protein

 Commentary

Protein of animal origin

Protein of plant origin

100 80

80 80 80

55 55 55

25 25 25

2000

2002

2004

2006

2008

2010

2016-f

2018-f

2020-f

80 60

 Commentary 40 20

 Commentary

0 2012

2014-e

Source: FAOSTAT

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CATEGORY OVERVIEW Global trends  Commentary

Product types:  Yogurts (Greek non-Greek)

and

 Bars  Smoothies  Commentary

 Shakes  Milk drinks

 Drinkable yogurt  Other drinks

 Commentary

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CATEGORY OVERVIEW Packaged high-protein product categories Ready-to-eat products

Ready-to-drink products

 Commentary

 Commentary  Commentary  Commentary

 Commentary  Commentary

 Commentary

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CATEGORY OVERVIEW Packaged high-protein product categories Ready-to-consume products from an unconventional protein source

Ready-to-consume products for a specific age group

 Commentary

 Commentary  Commentary  Commentary  Commentary

 Commentary

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CATEGORY OVERVIEW Challenges and barriers

CHALLENGES AND BARRIERS  Commentary

 Commentary

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CATEGORY OVERVIEW Insights and opportunities

INSIGHTS AND OPPORTUNITIES  Commentary

 Commentary

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zenithinternational 3. Brand profiles

3.1 Ready-to-eat protein products 3.2 Ready-to-drink protein products 3.3 Ready-to-consume products with protein from new or unconventional sources 3.4 Ready-to-consume protein-rich products for specific age groups

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READY-TO-EAT PROTEIN PRODUCTS Protein yogurts

Powerful Yogurt Powerful Yogurt, USA www.powerful.yt

Product information: With 20-25g of protein per ‘man-sized’ 8oz serving, Powerful Yogurt is formulated to help men build muscle, burn fat, improve digestive health and increase fertility. In addition, the product line is glutenfree and kosher. The Plain variant has 140kcals while other variants have 170kcals. Calories from protein account for 71% of the calories in the Plain variant while in other variants it is 45%-50%. Launch date: March 2013 Variants: Plain; Blueberry-Açai; Apple Cinnamon; Strawberry; Mango; Banana; Maple Ingredients: 7 live active cultures, natural cane sugar and stevia Positioning: Positioned as a super-protein Greek yogurt that aims to 'serve the health and performance needs of busy men with active lifestyles' Channels: Retail Pack size & type: 8oz/227g plastic pots Price: US$2.29-US$2.99 per 8oz pot

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