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Global food trends: How are countries embracing the alternative protein movement

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Global food trends: How are countries embracing the alternative protein movement

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Our relationship with food is at a tipping point as environmental concerns become more of a consumer focus. What is the appetite, globally, for a more sustainable plant-based diet and how do cultural differences impact the adoption of innovative flexitarian products?

Our relationship with food is at a tipping point as environmental concerns become more of a consumer focus. What is the appetite, globally, for a more sustainable plant-based diet and how do cultural differences impact the adoption of innovative flexitarian products?

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Global food trends: How are countries embracing the alternative protein movement

  1. 1. How are countries embracing the alternative protein movement? Global food trends: Vanessa Mayneris
  2. 2. Navigating the early stages of innovation
  3. 3. Design thinking for food innovation Market foresight User experience Consumer journeyConsumer research Expert interviews What makes our point of view unique? Special thanks to – New Nutrition Business – Seeds for Change – Feed – Quorn
  4. 4. Politics Economics Health Geography Environmental Lifestyle Psychology History Technology Culture What influences food changes 10 – 20 year timeframe Rise global food culture
  5. 5. Adopting a foreign food
  6. 6. 0.00130.00270.00360.00140.00320.030.06 0.2 0.4 0.5 0.7 0.8 0.9 1.0 1.2 1.1 1.1 1.2 1.3 1.4 1.4 1.5 1.6 1.6 1.7 1.8 1.9 1.9 1.8 1.9 1.9 1.9 2.0 2.0 1.8 1.9 1.9 2.1 2.2 2.2 2.2 0.0 0.5 1.0 1.5 2.0 2.5 1930 1935 1940 1945 1950 1955 1960 1965 1970 1975 1980 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Annual cheese consumption in Japan, per capita in Kg (1930-2014) Cheese = – Rotten smell – Western food From Consuming 2,2 kg in 2014 To Adopting a foreign food: Cheese in Japan
  7. 7. How does change happen? Food explorers and migrants Cultural shifts, Food Trends Technology Food service initiation Retail support Innovation for the mainstream Adoption path Outliers Early majority Mass market consumers
  8. 8. Outliers Early majority Mass market consumers 20 years to turn Japanese into cheese lovers Food explorers and migrants Cultural shifts, Food Trends Food service initiation Retail support Innovation for the mainstream – Tiramisu fever – Wine boom, Beaujolais fair – Cheese Festa – Pizza – Mozzarella in salads – Increased shelf space – Promotions – Cheese snacks – Cheesecake, tea cheese – Cheese candy Adoption path
  9. 9. Adopting a new diet
  10. 10. Developed countries Developing countries – Return to earlier frugality – Health is Wealth – Sustainability sense of guilt – Meat = Symbol of Wealth – Abundance after restriction – Migration to cities – Vegetarian future – Vegetarian history Politics Culture GeographyEconomics EnvironmentalLifestyleTechnology
  11. 11. Mediterranean approach – Pleasure, heritage and rituals – Bonding with others – Sacred nature – Nutrition guidelines Anglo saxon approach – Food is fuel – Individual choices – Pragmatism – Importance of influencers Politics History Culture HealthPsychology LifestyleGeography
  12. 12. Adoption path Outliers Lifestyle, Millennials, Gen Z Mass market consumers Adopting a plant-based diet Vegetarians & Vegans Cultural shifts, Food Trends Technology revolution Fast food service Retail support Innovation reaching mainstream – Environmental fears – Sustainability – Vegetarian chefs – Health concerns – Beyond meat – Dairy alternative revolution – Tech investors – Veggie Pret – Plant burgers – Not in mainstream restaurants – Increased shelf space – Protein section – Next generation retailers
  13. 13. Adopting a plant-based diet: Is it turning mainstream? Innovation reaching mainstream Mediterranean approach Anglo Saxon approach
  14. 14. Vegan and vegetarian market is smaller than organic market x10 Mediterranean approach – Natural and organic as an entry point – Rejection of over-engineered food – Harder during family gatherings – Strong cooking, vegetable & pulse culture – All about eating more vegetables – Less meat, not fake meat – New meat reduction guidelines – Clean labeling & recognizable ingredients
  15. 15. Anglo saxon approach – Open to foreign vegetarian food – More acceptance of of ‘Junk’ tasty vegan – Cheese helps to make vegetables tastier – Transforming food to fit their needs – Revisiting food beliefs – Learning from chefs and influencers – Inspiring pulse meals
  16. 16. Adopting a new habit
  17. 17. Flexitarian behavior Growing, yet slowly Source: 2019 Future of Meat International survey (20,000 respondents) Are limiting their meat intake 21% Are limiting their dairy intake 13% Are vegetarian 6%
  18. 18. Source: Growth in total volume of products sold 2013-2018 3%Substitutes = total meat market +5.8% Substitutes +8% Meat
  19. 19. Developing world driving demand of meat consumption -2 0 2 4 6 8 UAE India Vietnam Morocco Australia Mexico Thailand South Africa Russia Japan USA United Kingdom Brazil China Italy Germany France Spain % Developing Developed Fresh meat retail volume CAGR 2018-2023 Euromonitor International Future of Meat Lithuanian consumer living in London ‘There is so much more meat on the supermarket shelves in Lithuania now. Probably because we had such a limited choice during the Soviet era’
  20. 20. What will brands do to convert the masses? No health or taste compromise Lower price Food service discovery Easy to integrate Hybrid solutions? Appeal beyond millennials Help me eat more vegetables Authenticity Holistic approach Watch out Mediterranean specific – Food reinvention – Lab-grown meat
  21. 21. vanessa@plan.london We join the dots Subscribe to our in-house Perspective magazine plan.london/subscribe We are offering repeat presentations for those interested, in-person or via zoom. Please contact:

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