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The Protein Report: Meat Alternatives - US - January 2017

The Protein Report: Meat Alternatives - US - January 2017

"Protein alternatives fall into two camps: eggs and everything else. Eggs are nearly universally consumed and have the advantage of a host of health benefits to appeal to consumers. Despite being vilified at one time as being unhealthful, their protein and “good” cholesterol content are now driving many health-based purchases. Meat alternatives, on the other hand, remain something of a niche market and may well require efforts to educate consumers on the options available and how best to prepare the products, as a significant portion of consumers appear apprehensive when cooking protein alternatives."

Billy Roberts, Senior Analyst – Food and Drink

This report looks at the following areas:

Retail options face notable competition from meatless foodservice items
Poultry, beef attributes resonate strongly with consumers
Consumers seeking usage guidelines


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

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