Protein consumption in western Europe: Breaking out of sports...

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?

INTRODUCTION

THE RISE OF PROTEIN

PROTEIN PRODUCTS ON WESTERN EUROPEAN SHELVES

AN ENDURING TREND

KEY TAKEAWAYS

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Euromonitor Nutrition Methodology INTRODUCTION

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Western Europe Purchases the Most Protein Globally Daily INTRODUCTION

38g 49g

WESTERN

EUROPE

30g

EASTERN

EUROPE

NORTH

AMERICA

Retail Packaged Food ✓ Retail Non-Alcoholic Drinks ✓ Fresh Food ✘ Foodservice ✘ Sports Nutrition ✘

Per Capita Daily Purchase 2015 NHS Reference Intakes

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A Demi-Continent of Protein Lovers INTRODUCTION

30

35

40

45

50

55

60

Fin

lan

d

Tu

rkey

Ger

man

y

Swed

en

Net

her

lan

ds

Fra

nce

No

rway

Bel

giu

m UK

Swit

zerl

and

Ital

y

Spai

n

Irel

and

Au

stri

a

Gre

ece

Po

rtu

gal

Pro

tein

Pu

rch

ase

(g

)

Per Capita Daily Protein Purchase 2015

Western Europe Average

49g

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Bread: The Greatest Source of Protein In Western Europe INTRODUCTION

16

5

5 2 1

19

Per Capita Daily Protein Purchase by Category in Western Europe 2015 (grams)

Bread

Cheese

Milk

Pasta

Ready Meals

Others

Western Europe Average

49g

Retail Packaged Food ✓ Retail Non-Alcoholic Drinks ✓ Fresh Food ✘ Foodservice ✘ Sports Nutrition ✘

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

(‘0

00

to

nn

es)

Sports Protein Bars

+35%

0

5

10

15

20

10 11 12 13 14 15

(‘0

00

to

nn

es)

Powder Protein

Growth 2010-2015

+51%

02468

101214

10 11 12 13 14 15

(mil

lio

n l

itre

s)

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

(‘0

00

to

nn

es)

(‘0

00

to

nn

es)

(‘0

00

to

nn

es)

0

2

4

6

8

10 11 12 13 14 15

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

(‘0

00

to

nn

es)

Growth 2010-2015

(‘0

00

to

nn

es)

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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

The good versus the bad

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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15 PROTEIN PRODUCTS ON WESTERN EUROPEAN SHELVES

Enhancing the Protein Trend: Strategies

Bringing Protein to the Fore

Product Portfolio Expansion

Category Disruption

Targeting Millennials Naturally high in protein Prominent labelling Private label involved

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16 PROTEIN PRODUCTS ON WESTERN EUROPEAN SHELVES

Enhancing the Protein Trend: Strategies

Bringing Protein to the Fore

Product Portfolio Expansion

Category Disruption

Targeting Millennials Small change adds big value Merging with occasions Protein is clear selling point

8.8g 21g

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17 PROTEIN PRODUCTS ON WESTERN EUROPEAN SHELVES

Enhancing the Protein Trend: Strategies

Bringing Protein to the Fore

Product Portfolio Expansion

Category Disruption

Targeting Millennials Innovative concept Packaging key to disruption Widespread distribution

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18 PROTEIN PRODUCTS ON WESTERN EUROPEAN SHELVES

Enhancing the Protein Trend: Strategies

Bringing Protein to the Fore

Product Portfolio Expansion

Category Disruption

Targeting Millennials “Sport, leisure and everything besides” Brand projects strength Convenient, nutritious, natural

INTRODUCTION

THE RISE OF PROTEIN

PROTEIN PRODUCTS ON WESTERN EUROPEAN SHELVES

AN ENDURING TREND

KEY TAKEAWAYS

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Navigating Threats AN ENDURING TREND

Limits on consumption

Trend competition

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Transforming Threats into Opportunities AN ENDURING TREND

Education and regulation

Special diets

[Q: is this graphic supposed to be to the right of education and regulation?]

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Opportunities: Evolving the Protein Consumption Trend AN ENDURING TREND

Demographic targeting

The good versus the bad

Salt-free

Low fat No sugar added

High protein

High fibre

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Still Room for Mainstream Protein Category Growth AN ENDURING TREND

Volume Sales of Packaged Food / Fresh Food Categories in Western Europe 2015-2020

+25% +5%

Growth 2015-2020

1,050

1,100

1,150

1,200

1,250

2010 2015 2020

Chilled Poultry

+6%

Growth 2015-2020

1,600

1,700

1,800

1,900

2,000

2010 2015 2020

Pulses

0

2

4

6

8

2010 2015 2020

Energy Bars

Growth 2015-2020

+3%

Growth 2015-2020

4,400

4,600

4,800

5,000

2010 2015 2020

Eggs

+10%

500

550

600

650

700

2010 2015 2020

Nuts

Growth 2015-2020

(‘0

00

to

nn

es)

(‘0

00

to

nn

es)

(‘0

00

to

nn

es)

(‘0

00

to

nn

es)

(‘0

00

to

nn

es)

INTRODUCTION

THE RISE OF PROTEIN

PROTEIN PRODUCTS ON WESTERN EUROPEAN SHELVES

AN ENDURING TREND

KEY TAKEAWAYS

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25 KEY TAKEAWAYS

Broken out of Sports Nutrition

Protein is now Mainstream in Western Europe!

…but Trend Management is a Must

EDUCATION

INNNOVATION

RISK MANAGEMENT

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26 KEY TAKEAWAYS

Final Thought: Feedback Loop with Sports Nutrition

Sports Nutrition

Foods

CONTACT DETAILS

ALEXANDER KOTTKE

Analyst Tel: +44 (0) 207 251 8024 ext. 1562 alexander.kottke@euromonitor.com