Plant Attitude, forget the meat! Sustainable Foods Summit 2019 Amsterdam
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In a world with a growing population, scarce resources, and strong effects from climate change, there is an increasing focus on plant-based proteins. Givaudan’s mission is to bridge the gap between animal and plant protein by providing flavours with a real meaty taste.
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Plant Attitude, forget the meat! Sustainable Foods Summit 2019 Amsterdam
- 1. Plant Attitude Forget the meat! Sustainable Foods Summit EAME 13-14 June 2019, Amsterdam, Netherlands
- 2. • About Givaudan • About the market • About Plant Attitude – Givaudan’s consumer study 2 Givaudan – What’s your Plant Attitude? The next minutes
- 3. 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
- 4. 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. 5 A Sense of Tomorrow Our way to get there
- 7. 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. 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.
- 9. 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
- 10. 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
- 12. Would you sell the same product to these people? 12 Plant Attitude
- 13. 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. 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
- 15. Plant protein is here to stay but will consumers enjoy it? It’s all about taste!
- 16. 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