Zenith Global Report
USA Opportunities in Plantbased drinks Report An overview of market trends and innovations within the USA plant-based drinks market.
2019
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Contents Section 1. Plant-based drinks market Analysis 1.1 Plant-based drinks market 1.2 Plant-based drinks variants and packaging 1.3 Plant-based drinks price evolution and comparison with cow milk 1.4 Consumer profile 1.5 Innovations trends within plant-based drinks 1.6 Top players 1.7 Evolution of plant-based drinks variety trend development
1.8 Plant-based drinks market forecast 2. Plant-based drinks product launches 2.1 Brand profiles 3. Definitions, abbreviations and terms
3.1 Channel definitions 3.2 Segment definitions, abbreviations and terms
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Plant-based drinks market analysis USA
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1. USA plant-based drinks market overview 1.1 Plant-based drinks market Volume
2014
2015
2016
2017
2018
(M litres)
Evolution of plant-based drinks over the last 5 years and reasons behind its growth/decline Commentary
Total
Retail OHH PCC M litres
Value
2014
2015
(M USD)
Total Retail OHH PCE
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2016
2017
2018
Evolution of channels Commentary
1. USA plant-based drinks market overview 1.2 Plant-based drinks variants and packaging Plant-based drinks variants Plant-based dairy drinks types - % volume share, 2018 20.0%
20.0%
20.0%
20.0% 20.0%
Soy
Nuts
Grain
Pulses and seed
Others
Plant-based dairy drinks types - % value share, 2018 20.0%
20.0%
20.0%
20.0% 20.0%
Soy
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Nuts
Grain
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Pulses and seed
Others
Commentary
1. USA plant-based drinks market overview 1.3 Plant-based drinks price evolution and comparison with cow milk Commentary USD
Plant-based & cow milk retail price evolution
12.00 10.00 8.00 6.00 4.00 2.00 0.00 2014
2015
2016
Price per litre of plant-based
%
2017
2018
Price per litre of cow milk
Plant-based & cow milk volume evolution
4.0 3.0 2.0 1.0
0.0 -1.0 -2.0 2015
2016
2017
Plant-based
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2018 Cow milk
2019f
1. USA plant-based drinks market overview 1.4 Consumer profile Commentary
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1. USA plant-based drinks market overview 1.5 Top players
2018 Retail volume market share
Commentary
10.0%
10.0% 40.0% 10.0%
10.0%
10.0%
Danone (Silk) Califia farms Rice Dream
10.0%
Blue Diamond (Almond Breeze) Danone (So Delicious) Private label
2017 Retail volume market share 10.0% 15.0% 15.0% 15.0%
15.0% 15.0%
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Danone (Silk) Califia farms Rice Dream Others
15.0%
Blue Diamond (Almond Breeze) Danone (So Delicious) Private label
1. USA plant-based drinks market overview 1.6 Innovations trends within plant-based drinks Innovations Commentary
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1. USA plant-based drinks market overview 1.7 Evolution of plant-based drinks variety trend development
Mature
Emerging
Consolidating
Grains
Soya
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Nuts Nuts
Grains Grains
Legume & Seeds
Others Others
1. USA plant-based drinks market overview 1.8 Plant-based drinks market forecast Commentary
Plant-based drink market volume projections 1,200 1,000 800 600 400 200 0 2018
2019f
2020f 2021f 2022f Volume in million litres
2023f
Cow milk vs plant-based drink growth projections 10.0% 5.0%
5.0%
5.0%
5.0%
5.0%
5.0%
-3.0%
-3.0%
-3.0%
-3.0%
-3.0%
-3.0%
2018
2019f
2020f
2021f
2022f
2023f
5.0% 0.0% -5.0% Plant-based
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Cow milk
2
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Plant-based drinks product launches - USA
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2. Brand profiles Plant-based blends
Example – Company Website:
Product information: Commentary
Launch date: Positioning and channels: Commentary
Pack size and type: Price:
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Definitions, abbreviations and terms
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3. Definitions, abbreviations and terms 3.1 Channel definitions Retail comprises Modern trade, Discounters, Traditional and other: •
Modern Trade - organised retail excluding hard discount but including chains of convenience stores. Examples include Walmart and whole Foods.
•
Discounters - includes both hard and soft discounters. For example, Lidl and Aldi.
•
Traditional/convenience - typically chained retail outlets with extended opening hours, located in residential neighbourhoods, and with a smaller selling space than super/hypermarkets. E.g. 7-Eleven.
•
Other including: -
Kiosks - small outlets generally in streets selling magazines, post-cards, a limited range of drinks
-
Vending (unattended automatic retailing through a machine operated by coins, banknotes, payment cards, other payment methods)
- CTNs (confectionery, tobacco and news) - selling limited beverages. - Independent grocers - non-chain, independent grocers, generally family concerns. - Petrol forecourts - petrol filling stations that also sell take-away food, magazines, newspapers, drinks. - Markets - informal, generally open-air stalls selling food and drinks.
- Other such as government-owned stores and co-ops where relevant. •
E-commerce/online channels - shopping via the internet where payment is made online through a web platform.
Out Of Home (OOH) - comprises café’s, bars, takeaways, fast food (McDonald’s etc.). HoReCa (Hotels, Restaurants, Catering), institutions (for example, hospitals, schools, government institutions, military).
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3. Definitions, abbreviations and terms 3.2 Segments definitions, abbreviation and terms This report covers trends of plant-based drinks in the USA, including all types of variants commonly used for shelf-stable and refrigerated drinks. In addition, milk consumption is discussed, particularly as it relates to the theme applicable to the report. •
Grain drinks are made from fermented grain or flour. They can be made from oats, barley, spelt, rice, rye, einkorn wheat or quinoa, (which is a pseudo cereal)
•
Legumes and seed drinks are processed from lupin, pea and peanut, while seed-based drinks from chia, flaxseed, hemp, pumpkin, sesame and sunflower
•
Nuts drinks are made from almonds, cashews, hazelnuts, pistachios and walnuts.
•
Soya drinks are a plant-based drink produced by soaking and grinding soybeans, boiling the mixture, and filtering out remaining particulates. It is a stable emulsion of oil, water, and protein.
•
Others comprises of coconut and potato drinks.
Terms: Generations are discussed within this report, and they are defined as •
World War II: The generation born in 1932 or before. In 2019, members of this generation are aged 87 or older.
•
Swing Generation The generation born between 1933 and 1945. In 2019, members of the swing generation are between the ages of 86 and 74.
•
Baby Boomers The generation born between 1946 and 1964. In 2019, Baby boomers are between the ages 73 and 55.
•
Generation X The generation born between 1965 and 1981. In 2019, members of Generation X are between the ages 54 and 38.
•
Millennials: The generation born between 1982 and 1995. In 2019, members of Generation X are between the ages 37 and 24.
•
Generation Z: The generation born from 1996 to present. In 2019, members of Generation Z are aged 23 or younger.
Abbreviations: •
PCC: Per capita consumption.
•
PCE: Per capita expenditure
•
lb: A pound by weight
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