protein consumption in western europe: breaking out of sports nutrition
TRANSCRIPT
PROTEIN CONSUMPTION IN WESTERN EUROPE: BREAKING OUT OF SPORTS NUTRITION?
VITAFOODS EUROPE 2016ALEXANDER KOTTKE, ANALYST
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Euromonitor International: Strategic Global Market ResearchPROTEIN CONSUMPTION IN WESTERN EUROPE: BREAKING OUT OF SPORTS NUTRITION?
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 DailyINTRODUCTION
38g 9g49g
WESTERN EUROPE
30g
EASTERN EUROPE
NORTH AMERICA
30g
LATIN AMERICA
ASIA PACIFIC
RDA: 50g
41g
AUSTRALASIARetail Packaged Food ✓Retail Non-Alcoholic Drinks ✓Fresh Food ✘Foodservice ✘
Per Capita Daily Intake 2015NHS Reference Intakes
9g
MEA
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A Demi-Continent of Protein LoversINTRODUCTION
Finland
Germany
Netherla
nds
Norway UK
Italy
Ireland
Denmark
Portugal
30
35
40
45
50
55
60
Per Capita Daily Protein Intake 2015
Prot
ein
Inta
ke (
g)
Western Europe Average
49g
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Bread: The Greatest Source of Protein In Western EuropeINTRODUCTION
16
5
521
19
Per Capita Daily Protein Intake by category in Western Europe 2015 (grams)
Bread Cheese
Milk Pasta
Ready Meals Others
Western Europe Average
49g
INTRODUCTION
THE RISE OF PROTEIN
PROTEIN PRODUCTS ON WESTERN EUROPEAN SHELVES
AN ENDURING TREND
KEY TAKEAWAYS
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Sports Protein Products: Prodigious GrowthTHE RISE OF PROTEIN
Volume Sales of Sports Protein Categories in Western Europe 2010-2015
+99% Growth 2010-2015
10 11 12 13 14 150
1
2
3
4
5
Sports Protein Bars
(000
’s to
nnes
)
+35%
10 11 12 13 14 150
5
10
15
20
Powder Protein
(000
’s to
nnes
)
Growth 2010-2015
+51%
10 11 12 13 14 150
2,0004,0006,0008,000
10,00012,00014,000
Sports Protein RTD
(000
’s li
tres
)
Growth 2010-2015
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Protein Rich Categories Boosted by TrendTHE 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
10 11 12 13 14 151,700
1,750
1,800
1,850Pulses
10 11 12 13 14 151,050
1,100
1,150
1,200Chilled Poultry
(ton
nes
)
(ton
nes
)
(ton
nes
)
10 11 12 13 14 150
2
4
6
8Energy Bars
(ton
nes) Growth
2010-2015
+4%
Growth 2010-
2015
10 11 12 13 14 154,4004,5004,6004,7004,8004,900
Eggs
+8%
10 11 12 13 14 15520540560580600620
Nuts
(ton
nes
) 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?
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
INTRODUCTION
THE RISE OF PROTEIN
PROTEIN PRODUCTS ON WESTERN EUROPEAN SHELVES
AN ENDURING TREND
KEY TAKEAWAYS
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Evolving the Protein Consumption TrendAN 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 BarriersAN ENDURING TREND
• Over-consumption• Health issues• WHO Report
Limits on consumptio
n
• Cyclicity• Potential rivals
• Fortification backlash
Trend Competition
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Transforming Threats into OpportunitiesAN 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 ContinueAN ENDURING TREND
Volume Sales of Packaged Food / Fresh Food Categories in Western Europe 2015-2020
+25% +5%
Growth 2010-
2015
2010 2015 20201,050
1,100
1,150
1,200
1,250Chilled Poultry
+6%
Growth 2010-
2015
2010 2015 20201,600
1,700
1,800
1,900
2,000Pulses
(ton
nes
)
(ton
nes
)
(ton
nes
)
2010 2015 20200
2
4
6
8Energy Bars
(ton
nes) Growth
2015-2020
+3%
Growth 2010-
2015
2010 2015 20204,400
4,600
4,800
5,000Eggs
+10%
2010 2015 2020500
550
600
650
700Nuts
(ton
nes
) Growth 2010-
2015
INTRODUCTION
THE RISE OF PROTEIN
PROTEIN PRODUCTS ON WESTERN EUROPEAN SHELVES
AN ENDURING TREND
KEY TAKEAWAYS
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
