Euromonitor presented this deck at Vitafoods Europe in May 2016, focusing on protein trends in the Western European markets.

1. PROTEIN CONSUMPTION IN WESTERN EUROPE:
BREAKING OUT OF SPORTS NUTRITION?
VITAFOODS EUROPE 2016
ALEXANDER KOTTKE, ANALYST

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Euromonitor International: Strategic Global Market Research
PROTEIN CONSUMPTION IN WESTERN EUROPE: BREAKING OUT OF SPORTS NUTRITION?

3. INTRODUCTION
THE RISE OF PROTEIN
PROTEIN PRODUCTS ON WESTERN EUROPEAN SHELVES
AN ENDURING TREND
KEY TAKEAWAYS

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Western Europe Purchases the Most Protein Globally Daily
INTRODUCTION
38g
9g
49g
WESTERN
EUROPE
30g
EASTERN
EUROPE
NORTH
AMERICA
30g
LATIN
AMERICA
ASIA
PACIFIC
41g
AUSTRALASIA
Retail Packaged Food ✓
Retail Non-Alcoholic Drinks ✓
Fresh Food ✘
Foodservice ✘
Per Capita Daily Intake 2015
NHS Reference Intakes
9g
MEA

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A Demi-Continent of Protein Lovers
INTRODUCTION
30
35
40
45
50
55
60
Finland
Turkey
Germany
Sweden
Netherlands
France
Norway
Belgium
UK
Switzerland
Italy
Spain
Ireland
Austria
Denmark
Greece
Portugal
ProteinIntake(g)
Per Capita Daily Protein Intake 2015
Western Europe
Average
49g

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Bread: The Greatest Source of Protein In Western Europe
INTRODUCTION
16
5
52
1
19
Per Capita Daily Protein Intake by category in Western Europe 2015
(grams)
Bread
Cheese
Milk
Pasta
Ready Meals
Others
Western Europe
Average
49g

7. INTRODUCTION
THE RISE OF PROTEIN
PROTEIN PRODUCTS ON WESTERN EUROPEAN SHELVES
AN ENDURING TREND
KEY TAKEAWAYS

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Sports Protein Products: Prodigious Growth
THE RISE OF PROTEIN
Volume Sales of Sports Protein Categories in Western Europe 2010-2015
+99%
Growth
2010-2015
0
1
2
3
4
5
10 11 12 13 14 15
(000’stonnes)
Sports Protein Bars
+35%
0
5
10
15
20
10 11 12 13 14 15
(000’stonnes)
Powder Protein
Growth
2010-2015
+51%
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
10 11 12 13 14 15
(000’slitres)
Sports Protein RTD
Growth
2010-2015

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Protein Rich Categories Boosted by Trend
THE RISE OF PROTEIN
Volume Sales of Packaged Food / Fresh Food Categories in Western Europe 2010-2015
+28% +5%
Growth
2010-2015
+4%
Growth
2010-2015
1,700
1,750
1,800
1,850
10 11 12 13 14 15
Pulses
1,050
1,100
1,150
1,200
10 11 12 13 14 15
Chilled Poultry
(tonnes)
(tonnes)
(tonnes)
0
2
4
6
8
10 11 12 13 14 15
(tonnes)
Energy Bars
Growth
2010-2015
+4%
Growth
2010-2015
4,400
4,500
4,600
4,700
4,800
10 11 12 13 14 15
Eggs
+8%
520
540
560
580
600
620
10 11 12 13 14 15
Nuts
(tonnes)
Growth
2010-2015

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Who is Behind Protein Fever?
THE RISE OF PROTEIN
This guy...
...and others like him

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Who is Behind Protein Fever?
THE RISE OF PROTEIN
CROSS-OVER
CONSUMER
Non-
aggressive
recovery
aid
Non-
offensive
taste and
texture

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CROSS-OVER
CONSUMER
WIDER
POPULATION Fitness and
lasting
energy
Weight
management
Nutritional
dichotomy
Media
coverage
and
marketing
THE RISE OF PROTEIN
Who is Behind Protein Fever?

13. INTRODUCTION
THE RISE OF PROTEIN
PROTEIN PRODUCTS ON WESTERN EUROPEAN SHELVES
AN ENDURING TREND
KEY TAKEAWAYS

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• Naturally high in protein
• Prominent labelling
• Private label involved
PROTEIN PRODUCTS ON WESTERN EUROPEAN SHELVES
Bringing Protein to the Fore

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• Small change adds big value
• Merging with occasions
• Protein is clear selling point
• Pasta good for fortification
• Healthy positioning
• Private label product
PROTEIN PRODUCTS ON WESTERN EUROPEAN SHELVES
Product Portfolio Expansion

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• Innovative concept
• Packaging key to disruption
• Widespread distribution
• New proposition
• Healthy eating and indulgence
• Crossover and mass consumers
PROTEIN PRODUCTS ON WESTERN EUROPEAN SHELVES
Category Disruption

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• Healthy yoghurt en vogue
• High protein, low fat, fruit content
• Attracts male consumers
• “Sport, leisure and everything besides”
• Brand projects strength
• Preservative, gluten and lactose free
PROTEIN PRODUCTS ON WESTERN EUROPEAN SHELVES
Targeting Millennials: convenience, nutritious, natural

18. INTRODUCTION
THE RISE OF PROTEIN
PROTEIN PRODUCTS ON WESTERN EUROPEAN SHELVES
AN ENDURING TREND
KEY TAKEAWAYS

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Evolving the Protein Consumption Trend
AN ENDURING TREND
• The elderly
• The young
• Females
Demographic
targeting
• Ticking all boxes
• Aura of value
• Avoiding the ‘bad’
Nutrition
Density

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Navigating Barriers
AN ENDURING TREND
• Over-consumption
• Health issues
• WHO Report
Limits on
consumption
• Cyclicity
• Potential rivals
• Fortification backlash
Trend
Competition

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Transforming Threats into Opportunities
AN ENDURING TREND
Education
Regulation
Special
Diets
• Protein quality
• Specific proteins
• Consumption
• Stimulation and stagnation
• Some claims allowed
• Possible restrictions
• Involvement
• Meat reduction
• Exclusion of certain proteins
• Sustainability
• Alternative sources

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Volume Growth Set to Continue
AN ENDURING TREND
Volume Sales of Packaged Food / Fresh Food Categories in Western Europe 2015-2020
+25% +5%
Growth
2010-2015
1,050
1,100
1,150
1,200
1,250
2010 2015 2020
Chilled Poultry
+6%
Growth
2010-2015
1,600
1,700
1,800
1,900
2,000
2010 2015 2020
Pulses
(tonnes)
(tonnes)
(tonnes)
0
2
4
6
8
2010 2015 2020
(tonnes)
Energy Bars
Growth
2015-2020
+3%
Growth
2010-2015
4,400
4,600
4,800
5,000
2010 2015 2020
Eggs
+10%
500
550
600
650
700
2010 2015 2020
Nuts
(tonnes)
Growth
2010-2015

23. INTRODUCTION
THE RISE OF PROTEIN
PROTEIN PRODUCTS ON WESTERN EUROPEAN SHELVES
AN ENDURING TREND
KEY TAKEAWAYS

24. KEY TAKEAWAYS
Broken out of Sports Nutrition
Protein is Now Mainstream in Western Europe!

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But Trend Management is a Must
EDUCATIONINNNOVATION RISK MANAGEMENT
KEY TAKEAWAYS
Seizing Opportunities

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Sports
Nutrition
Foods
KEY TAKEAWAYS
Final Thought: Feedback Loop with Sports Nutrition

27. CONTACT DETAILS
ALEXANDER KOTTKE
Analyst
Tel: +44 (0) 207 251 8024 ext. 1562
alexander.kottke@euromonitor.com