Givaudan What’s your Plant Attitude?€¦ · • About Givaudan • The market for meat substitutes • Plant Attitude – Givaudan’s consumer study • Consumers - drivers and

Givaudan What’s your Plant Attitude?

November 2018

1 Confidential and proprietary business information of Givaudan

• About Givaudan

• The market for meat substitutes

• Plant Attitude – Givaudan’s consumer study

• Consumers - drivers and expectations

• Your opportunities

2

Givaudan – What’s your Plant Attitude? The next minutes

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Givaudan’s vision is to be our customers’ essential partner.

Together, we create tastes and scents that delight consumers, stir memories and touch people’s emotions.

We surprise with our creativity inspired by discovery, innovation and insightful consumer understanding.

We create the next flavour for people to enjoy

22 October 2018

22 October 2018 4

We want consumers to love and enjoy the flavour of your products.

Consumers are at the heart of everything we do…

We want to delight and touch their emotions

We understand the trends of the future and translate these into new categories, markets, and offerings that appeal and inspire. Providing you with the ideas that will support your business growth.

We translate our knowledge of consumer preferences into creations that give you a competitive edge.

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Consumers have plant protein based diets for a long time…

…However it has diversified over the past 5 years…

Back in the days 2018

Is it a hype, is it a trend? What is it?

Confidential and proprietary business information of Givaudan 6

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Plant forward diet is on the rise

UK 25% of meat consumers claim that

concerns about the environment

have caused them to cut back on

the amount of red meat they eat

Spain 46% of consumers are limiting

processed meat consumption due

to health concerns

France 23% of consumers are

incorporating more vegetarian

foods (e.g. soya burgers,

vegetarian sausages etc.) into

their diets compared to a year ago

Germany Accounted for the largest share

(16%) of meat alternative product

launches from 2014-16

Brazil 20% of consumers now claim to

have ‘meat-free’ days

Globally, new product development in meat substitutes has ramped up to meet growing

consumer demand, increasing 10% in 2016 compared to 2015

USA 34% of meat consumers claim that

heart health is the leading reason

for limiting meat consumption

Source: Mintel

Australia In 2016, over 2 million Australians

(11% of the population) ate

vegetarian or vegan food every

day, and an even higher proportion

are seeking plant-based options on

a regular basis

China The vegan/vegetarian population

has reached more than 50 million,

which is equivalent to 4-5% of the

population


Forbes.com

The single biggest thing

A breakthrough farm to fork study found that cutting out meat and dairy is the single biggest thing you can do to lessen your impact on Earth. Case in point, while meat and dairy provide 18 percent of all calories consumed globally, it accounts for 83 percent of the farmland and 60 percent of the greenhouse gas emissions.

The study, published in the journal Science, was part of a collaboration between the University of Oxford and LCA Research Group in Switzerland. The research team compiled nearly 40,000 farms in their database, covering 119 counties and representing 90 percent of the food eaten on Earth.

http://science.sciencemag.org/content/360/6392/987

http://www.ox.ac.uk/

https://www.agroscope.admin.ch/agroscope/en/home.html

https://www.agroscope.admin.ch/agroscope/en/home.html

The plant based diet is not a trend. It’s a disruptive shift in consumption habits

Givaudan’s prediction for plant based diet

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The market

Plant Attitude


Geography 2017 2018 2019 2020 2021 2022

Eastern Europe 8.0 8.4 8.7 9.0 9.3 9.6

Middle East and Africa

15.7 16.2 16.6 17.1 17.6 18.0

Western Europe 95.5 102.0 108.4 113.9 119.0 124.3

euromonitor: Meat Subsitutes in 000tonnes Volume

Positive market growth

From now until 2020, the global market for plant protein based products will rise by 8.4% to reach 5.2 billion dollars.

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Plant Attitude

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Would you sell the same product to these people?

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Plant Attitude


Layered Wellness: Flexitarian Flexitarian Beetroot Sausages made of 47% vegetables

Product: Smokey Pork n' Bombay Beet Bangers Region: EAME-UK Application: Sausages Description: It consist of British pork and split pea sausages with roast beetroot and onions. • gluten and lactose free • high in protein • low in sugar • source of fibre • reduced fat content


Layered Wellness: Meat analogue Replicating taste and texture of bacon

Product: Vegan Bacon Region: EAME- UK Application: Meat Analogue Description: A vegan alternative to traditional bacon. Mentioned to be "highly addictive," this new plant-based release is described as "cruelty free, high protein, high in vitamin B12 and just delicious" bacon that "may turn you into a vegan if you're not one already." Promoted to "definitely destroy your cravings and make your body and soul feel good!."

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80 % of consumers do NOT have a strict diet

3% vegan

7% vegetarian

10% flexitarian

33% Reducetarian

47% Non-identifiers

I identify with the following group... Restricted diets

Less in

More in

>90%

Consume both meat & meat alternatives

Taste is the primary benefit that keeps consumers in-category…

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Plant Attitude

Main findings on consumer journey

Main factors when entering the category

Taste / flavour

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Health Ethics Mood

52%

C7. You mentioned you don’t currently consume the below products. Which, if any, of the following reasons best describes why you don’t consume these products?

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Doesn’t taste like real meat

I don’t like the texture

I don’t currently buy meat alternatives because… (amongst those who don’t currently consume)

Data available at product level in data tables

“I never buy the fake ham, they taste nothing like the real

thing!” EW, France

“I don’t buy veggie mince –

I had it one once and the

texture was all soggy” HH, UK

“I haven’t bought a meat free sausage since I first

tried one year ago – it was

awful!” FC, Germany

22% 17%

With taste and texture the biggest barriers to continued purchase of specific products, or the category as a whole

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Plant Attitude

The Vegan Trek - European foodservice experience

So much more than soy! Huge variety of bases and combinations of those in non-meat (quinoa, peas, champignons,...) and non-dairy products (rice, almond, quinoa,...)

Bitter sweet symphonie Masking of bitterness deriving from the base is THE crucial factor everywhere

Spice it up Intensive and very creative use of spices and herbs is key strongly driven by Asian influences

Be aware of the consumer journey Burgers and Carrot Cake are the entry dishes for trialists, reducitarians and «eat meaters» while «experienced» consumers will turn to more sophisticated concepts

It’s all about the texture No matter if paté, meat substitutes, yoghurt alternatives or cake desserts – get the texture right

Creativity starts beyond meat With the absence of meat (or fish) the actual star of the plate is missing. This gives room for tremendous creativity beyond a simple 1:1 replacement

Holistic experience Turning away from animal based products is a holistic lifestyle experience. With all obstacles for in-home-cooking, simplicity and convenience is found in foodservice and offers broad opportunities for FMCG

Consumer cluster innovation example

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Plant Attitude

«I would love to have more

typical local dishes» - e.g.

Vegan Gulasch

Dieter is an architect, currently living in Paris. He discovered the world of alternatives through a vegetarian friend one day, as he got curious. He hasn't looked back since: he loves that he can cook with a wider variety of products now, and that he gets to discover new flavours every time.

It's also made his lunch break easier; now, Dieter gets to choose from the different vegetable galettes available at the Monoprix near his office, and on top of that, he's eating less meat!

He saw a documentary recently saying that eating too much meat was bad for the environment, and that it wasn't great for his health on the long term either. But really, what he's hooked on is all the new recipes he gets to try! And he can easily find inspiration on Instagram and Facebook, plus it seems like all of his friends are trying it now.

He's excited to see what's coming next in the world of alternatives, he's expecting the market to grow fast!

Plant protein is here to stay but will consumers enjoy it?

It’s all about taste!

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Masking off-notes

Cover or simply pairing with the off tastes or undesirable notes coming with the protein source

Succulence of meat Texture perception

Impact the perception of textures like fatty, crunchy or crispy of the final product.

Processing notes

Add a recognisable cooking cue to the product such smoked, grilled, fermented or roasted.

Recreate the juiciness, typical acidity, salivating or purely the succulence of meat

Confidential and proprietary business information of Givaudan

Plant protein arises important taste challenges


So, what’s your Plant Attitude?



Thank you!

CONTACT Thomas Ullram Category Manager Savoury & Plant Attitude EAME E-Mail: [email protected]


Documents

Givaudan What’s your Plant Attitude?€¦ · • About Givaudan • The market for meat substitutes • Plant Attitude – Givaudan’s consumer study • Consumers - drivers and