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1、Experts in what consumers want and whyWhats next for plant based proteins in South East Asia(Summary)Plant based eating has experienced a roller coaster ride.While the immediate future looks challenging,plant-based brands can be set up to prosper in the future.In this report highlights,you will read
2、:Where we are now-Is there a future for plant based food?01Whats next-What needs to be done to secure the future of plant based proteins02Where we are now013A significant proportion of consumers are still adamant about not consuming plant based meatAlthough there are consumers cutting back on animal
3、 meat consumption,many more are not eating and not planning to eat plant base meat alternatives.Base:UK;1000 internet consumers aged 16+,CN,US,ID,MY,PH,SG,TH,Vn;1000 internet consumers aged 18+Source:KuRunData/Mintel,Rakuten Insights/Mintel,Dynata/Mintel,Kantar Profiles/MintelSelect global countries
4、;consumption of plant based meat alternatives*,March 2022ChinaVietnamPhilippinesThailandIndonesiaUKUSMalaysiaSingapore0%20%40%60%80%100%I currently eat/drink thisI currently eat/drink this,but have cut backI do not eat/drink this,but I want to in the futureI do not eat/drink this,and dont want to in
5、 the future4Global investment is stalling,but APAC is a shining lightSource:GFI Asia PacificGFI analysis of data from Pitchbook Data,Inc.Data has not been reviewed by PitchBook analysts.Globally investment in alternative protein lost ground in 2022.The losses were from North America and LatAm with A
6、PAC still achieving growth in investment in 2022.Global annual alternative protein invested capital and deal count200002020212022$0$1,000$2,000$3,000$4,000$5,000$6,0000700420569311Total invested capital:$14.2 billion 2022 invested cap
7、ital:$2.9 billionInvested Capital(millions)Deal countPlant-basedFermentationCultivatedDeal Count5Consumers have already made their choice on plant based milkMany more plant based milk consumers have made their decision with less signaling future trial.In Asia the opportunity is less about new trial
8、and more about switching.6Whats next027The hard work starts now-From novelty to mainstreamThe Gartner hype cycle illustrates the typical trajectory of emerging and newer technologies.For plant based eating we have seen this curve evolve.Many suggest we are now in the Trough of Disillusionment.Source
9、:Fenn J,Raskino M:Mastering the Hype Cycle.Harvard Business Press,MA,USA(2008).Google ScholarThe hype cycle of innovationExpectationsTimeInnovation TriggerTrough of DisillusionmentSlope of EnlightenmentPlateau of ProductivityPeak of Inflated Expectations8What got you here,wont get you thereMore laun
10、ches of the same thing are not the answer.Change is required to rationalise and improve the plant based meat category if it is to survive long term.Unknown BrandsSaturated MarketPoor Taste&Price Only88%35%30%of global meat substitute launches in the last year alone were brands that appeared in Minte
11、ls GNPD for the first timeof US consumers think there are too many plant based meat alternative brands on the market increasing to 40%for flexitarianof Thai consumers agree plant based meat is tasty&27%agree it is good valueBase:US;2,000 internet users aged 18+,US;1,605 internet users aged 18+who ea
12、t plant-based proteins,Source:First Occurrence Dashboard Mintel,Kantar Profiles/Mintel January 2022,Dynata/Mintel Feb 20239Address consumer criticisms head-onProcessing Concerns33%of consumers in Singapore say that theyd eat more plant-based meat alternatives if they were less processed*Base:Singapo
13、re:1,000 internet users aged 18+Source:Rakuten Insights/Mintel,March 2022Over processing is a major concern for plant based productsPlant-based eating often carries the association with being higher in nutritional quality and better for health.But the surge in recent years of plant-based analogue pr
14、oducts with long ingredient lists and unrecognisable ingredients has placed this reputation under pressure.The FAO classified meat alternatives at level 4 ultra processed,the highest on the NOVA scale.10Plant based meat alternatives can learn from plant based milk on delivering expectations of taste
15、Taste cues come from pictures,descriptions and ingredients.Meat alternatives are focusing on free from and plant based which isnt helping taste communication.Source:Mintel GNPD using downloaded dataAPAC;%of launches by named ingredient,Plant based milk alternatives,2020-2023SoyOatAlmondUnnamedCoconu
16、tOther (nut,seed etc)RiceWalnutHazelnutBeancornCashewPea%01Brands doing the job of selling great tasteIn Singapore 61%,Malaysia 60%and Vietnam 53%of consumers selected Tasty as the most important attribute they look for in a snack.Whitakers Oat Milk Chocolate Companies are pulling out of
17、separate plant based brands to leverage the taste,familiarity and quality of their established brands.Whitakers in NZ have heroed the ingredient with a plant-based claim.(NZ)Tofoo Co Extra Firm Sriracha Tofu will attract new consumers to tofu with a famous Sriracha brand loved by chili sauce connois
18、seurs.This strategy could also work for plant based meat brands to communicate familiar tastes.(UK)Sell familiar taste through co-brandingLeverage the power of brandDelicious and Juicy with visible ingredientsHarvest Gourmet Plant based sensational burger provide an appealing picture,address the tas
19、te and texture concerns delicious and juicy and give consumers a visual picture of the ingredients to set taste expectations.(Malaysia)Source:Mintel GNPD12Be plant forwardBase:1000 internet users 18+from each country Source:KuRunData,Dynata/Mintel,Rakuten Insight/Mintel March 2023Dont lose sight of
20、the importance of eating more fruits and vegetablesAccording to the Singapore government only 11%of Singaporean adults eat enough fruit and vegetables.Healthy plate suggests filling half the plate with fruit and vegetables02040ChinaVietnamPhilippinesIndonesiaThailandMalaysiaSingaporeNatural ingredie
21、ntsSource of vitamins/mineralsContributes to your fruit/vegetable intakeAvoid animal-derived foods/ingredients13Make more of the protein from legumesLegumes already meet the criteria of minimally processed and nutritionally dense.The challenge is to make legumes more appealing and exciting.Well know
22、n beans brand Heinz is also exploring new categories to help consumers capilaise on the health of beans in an exciting new way.Companies like A Dozen Cousins and Fillos are evolving canned beans for the modern consumer by exploring new varietals,flavors and packaging options,thus offering new culina
23、ry experiences while positively impacting human and planetary health.Original Beanz Burgerz (UK)14Reaching variety seekers40%of US consumers who self identify as omnivores say they eat plant-based products to add variety to their diet,higher than any other group.Roasted Chickpeas with Fruity&Dark Ch
24、ocolate Plant based snacks typically feature savoury flavours.This product can be consumed as a snack or a topping on ice cream.Dark choc communicates better-for-you.(Singapore)Plantitude Mini Melt-in-the-Mouth Meringue Nests brands like Woolworths Plantitude deliberately avoid mentioning vegan or v
25、egetarian on the front of pack to encourage consumers to be intrigued and not alienated.(Australia)Avoid Vegan/vegetarian claimsPlants as a form of indulgenceNovel opportunities to incorporate veggiesOriginal Shiitake Jerky foods that normally wouldnt be made from vegetables can offer a new taste an
26、d texture experience that makes veggies shelf stable(Australia)Source:Mintel GNPD15Mintel recommendsThank you for reading.This is summary of our insights article,if you would like to read full report and understand more about plant-based protein consumer markets,please feel free to drop us an email
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