Plant Attitude
Forget the meat!
Sustainable Foods Summit EAME
13-14 June 2019, Amsterdam, Netherlands

• About Givaudan
• About the market
• About Plant Attitude –
Givaudan’s consumer study
2
Givaudan – What’s your Plant Attitude?
The next minutes

Confidential information of Givaudan 3
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
17 June 2019

Confidential and proprietary business information of Givaudan 4
Where our innovation
benefits our customers,
society and the environment.
The tomorrow we are driving towards at Givaudan
Where we are a leader
in sustainable business
for our industry
Where we are our customer’s
partner of choice in meeting
their sustainability goals
Where we are leading in action
on climate change
Where driving sustainability
is somewhere everyone
plays a role
Where collaboration
is at the heart of continuous
improvement.
Where our raw materials
are produced in a way that
respects people and the
environment

5
A Sense of Tomorrow
Our way to get there

6
Innovating responsibly

7
Consumers have plant protein based diets for a long time…
…However it has diversified over the past 5 years…
Back in the days 2018

8
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.

90% 52% 5.2bn
Of all meat
analogue
consumers
consume both,
meat and meat
substitutes
Of all meat
analogue
consumers claim
that “taste” is
the primary
reason for
staying in the
category
The predicted
global market
size for plant
protein based
products in 2020
9
Plant Attitude
3 figures to remember

The market
Plant Attitude
euromonitor: 2019 Meat Subsitutes in 000tonnes Volume
Geography 2018 2019 2020 2021 2022
Eastern Europe 8.4 8.7 9.0 9.3 9.6
Middle East and
Africa
16.2 16.6 17.1 17.6 18.0
Western Europe 102.0 108.4 113.9 119.0 124.3
euromonitor: 2018 Meat Subsitutes in 000tonnes Volume
Geography 2018 2019 2020 2021 2022 2023
Eastern Europe 10.1 10.7 11.4 12.0 12.7 13.4
Middle East and
Africa
22.3 23.6 24.8 25.8 26.8 27.8
Western Europe 122.3 132.0 141.7 151.6 162.1 173.1

Plant Attitude
11

Would you sell the same product to these people?
12
Plant Attitude

Taste is the primary benefit that
keeps consumers in-category…
13
Plant Attitude
Main findings on consumer journey
Main factors when entering the category
Taste / flavour
47%
3%
High
Low
ProductSatisfaction
50%Mid
D3a.Whatmotivatesyoutochoosemeatalternativesoverrealmeatproducts?
D6a.Whatmotivatesyoutochoosedairyalternativesoverrealdairyproducts?
Base:AllrespondentsDairy(n=1152),Meat(n=1158)
C3.Youmentionedthebelowproductsweretheonesyouconsumemostinthe[DCATEGORY]
alternativecategory.Foreachoftheseproducts,howsatisfiedareyouwithwhatisavailableinthe
marketcurrently?Pleaseansweronascaleof1to7where1is‘notsatisfiedatall’and7is
‘completelysatisfied’
1
2
3
Health Ethics Mood
52%

14
5 consumer segments emerged from our quantitative study
Who are they? (in a nutshell)
TRENDY TRIALISTS
Likely to choose dairy
alternatives because
they are ‘something
new and different’
HEALTHY HARDCORES
Motivated primarily by
health factors, relatively
neutral in terms of ethics
ECO-WARRIORS
Motivated by health
benefits, animal welfare,
& environmental concerns
FLAVOUR CRAVERS
Taste is the main driver -
relatively neutral
towards health /
environment
VALUE HUNTERS
Price is an important
purchase driver - neutral
to all other motivating
factors

Plant protein is here to stay but will
consumers enjoy it?
It’s all about taste!

Confidential business and proprietary information of Givaudan, may not be copied or distributed to anyone without the express written permission of GivaudanConfidential business and proprietary information of Givaudan, may not be copied or distributed to anyone without the express written permission of GivaudanConfidential business and proprietary information of Givaudan, may not be copied or distributed to anyone without the express written permission of GivaudanConfidential business and proprietary information of Givaudan, may not be copied or distributed to anyone without the express written permission of GivaudanConfidential business and proprietary information of Givaudan, may not be copied or distributed to anyone without the express written permission of GivaudanConfidential business and proprietary information of Givaudan, may not be copied or distributed to anyone without the express written permission of Givaudan
Thank you
Contact
Thomas Ullram
Innovation Director Savoury EAME