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PROTEIN CONSUMPTION IN WESTERN EUROPE: BREAKING OUT OF SPORTS NUTRITION?
VITAFOODS EUROPE 2016 ALEXANDER KOTTKE, ANALYST
© Euromonitor International
2
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
© Euromonitor International
4
Euromonitor Nutrition Methodology INTRODUCTION
© Euromonitor International
5
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
© Euromonitor International
6
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
© Euromonitor International
7
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
© Euromonitor International
9
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
© Euromonitor International
10
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)
© Euromonitor International
11
Who is Behind Protein Fever? THE RISE OF PROTEIN
This guy...
...and others like him
© Euromonitor International
12
Who is Behind Protein Fever? THE RISE OF PROTEIN
CROSS-OVER CONSUMER
Non-aggressive recovery
aid
Non-offensive taste and texture
© Euromonitor International
13
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
© Euromonitor International
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
© Euromonitor International
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
© Euromonitor International
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
© Euromonitor International
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
© Euromonitor International
20
Navigating Threats AN ENDURING TREND
Limits on consumption
Trend competition
© Euromonitor International
21
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?]
© Euromonitor International
22
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
© Euromonitor International
23
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
© Euromonitor International
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
© Euromonitor International
26 KEY TAKEAWAYS
Final Thought: Feedback Loop with Sports Nutrition
Sports Nutrition
Foods