PROTEIN CONSUMPTION IN WESTERN EUROPE: BREAKING OUT OF SPORTS NUTRITION? VITAFOODS EUROPE 2016 ALEXANDER KOTTKE, ANALYST

Transcription

1 PROTEIN CONSUMPTION IN WESTERN EUROPE: BREAKING OUT OF SPORTS NUTRITION? VITAFOODS EUROPE 2016 ALEXANDER KOTTKE, ANALYST

2 PROTEIN CONSUMPTION IN WESTERN EUROPE: BREAKING OUT OF SPORTS NUTRITION? Euromonitor International: Strategic Global Market Research 2

3 INTRODUCTION THE RISE OF PROTEIN PROTEIN PRODUCTS ON WESTERN EUROPEAN SHELVES AN ENDURING TREND KEY TAKEAWAYS

4 INTRODUCTION Euromonitor Nutrition Methodology 4

5 INTRODUCTION Western Europe Purchases the Most Protein Globally Daily Per Capita Daily Purchase 2015 EASTERN EUROPE NHS Reference Intakes 5 NORTH AMERICA 38g WESTERN EUROPE 49g 30g Retail Packaged Food Retail Non-Alcoholic Drinks Fresh Food Foodservice Sports Nutrition

6 Finland Turkey Germany Sweden Netherlands France Norway Belgium UK Switzerland Italy Spain Ireland Austria Greece Portugal Protein Purchase (g) INTRODUCTION A Demi-Continent of Protein Lovers 6 Per Capita Daily Protein Purchase Western Europe Average 49g

7 INTRODUCTION Bread: The Greatest Source of Protein In Western Europe 7 Per Capita Daily Protein Purchase by Category in Western Europe 2015 (grams) Bread Western Europe Average 49g Cheese Milk Pasta Ready Meals Others Retail Packaged Food Retail Non-Alcoholic Drinks Fresh Food Foodservice Sports Nutrition

8 INTRODUCTION THE RISE OF PROTEIN PROTEIN PRODUCTS ON WESTERN EUROPEAN SHELVES AN ENDURING TREND KEY TAKEAWAYS

9 ( 000 tonnes) (million litres) ( 000 tonnes) THE RISE OF PROTEIN Sports Protein Products: Prodigious Growth 9 Volume Sales of Sports Protein Categories in Western Europe Sports Protein Bars Sports Protein RTD Powder Protein Growth % Growth % Growth %

10 ( 000 tonnes) ( 000 tonnes) ( 000 tonnes) ( 000 tonnes) ( 000 tonnes) THE RISE OF PROTEIN Protein-Rich Categories Boosted by Trend 10 Volume Sales of Packaged Food / Fresh Food Categories in Western Europe Energy Bars Growth Nuts Growth % +8% 1,100 +5% Growth ,200 1,150 1,050 Chilled Poultry ,800 4,700 4,600 4,500 Eggs Growth % 1,850 1,800 1,750 Pulses Growth % 4, ,

11 THE RISE OF PROTEIN Who is Behind Protein Fever? This guy and others like him

12 THE RISE OF PROTEIN Who is Behind Protein Fever? 12 CROSS-OVER CONSUMER Nonaggressive recovery aid Nonoffensive taste and texture

13 THE RISE OF PROTEIN Who is Behind Protein Fever? 13 WIDER POPULATION Fitness and lasting energy Weight management CROSS-OVER CONSUMER The good versus the bad Media coverage and marketing

14 INTRODUCTION THE RISE OF PROTEIN PROTEIN PRODUCTS ON WESTERN EUROPEAN SHELVES AN ENDURING TREND KEY TAKEAWAYS

15 PROTEIN PRODUCTS ON WESTERN EUROPEAN SHELVES Enhancing the Protein Trend: Strategies 15 Bringing Protein to the Fore Product Portfolio Expansion Category Disruption Targeting Millennials Naturally high in protein Prominent labelling Private label involved

16 PROTEIN PRODUCTS ON WESTERN EUROPEAN SHELVES Enhancing the Protein Trend: Strategies 16 Bringing Protein to the Fore Product Portfolio Expansion 8.8g 21g Category Disruption Targeting Millennials Small change adds big value Merging with occasions Protein is clear selling point

17 PROTEIN PRODUCTS ON WESTERN EUROPEAN SHELVES Enhancing the Protein Trend: Strategies 17 Bringing Protein to the Fore Product Portfolio Expansion Category Disruption Targeting Millennials Innovative concept Packaging key to disruption Widespread distribution

18 PROTEIN PRODUCTS ON WESTERN EUROPEAN SHELVES Enhancing the Protein Trend: Strategies 18 Bringing Protein to the Fore Product Portfolio Expansion Category Disruption Targeting Millennials Sport, leisure and everything besides Brand projects strength Convenient, nutritious, natural

19 INTRODUCTION THE RISE OF PROTEIN PROTEIN PRODUCTS ON WESTERN EUROPEAN SHELVES AN ENDURING TREND KEY TAKEAWAYS

20 AN ENDURING TREND Navigating Threats 20 Limits on consumption Trend competition

21 AN ENDURING TREND Transforming Threats into Opportunities 21 Education and regulation Special diets

22 AN ENDURING TREND Opportunities: Evolving the Protein Consumption Trend 22 Demographic targeting The good versus the bad High protein Salt-free No sugar added Low fat High fibre

23 ( 000 tonnes) ( 000 tonnes) ( 000 tonnes) ( 000 tonnes) ( 000 tonnes) AN ENDURING TREND Still Room for Mainstream Protein Category Growth 23 Volume Sales of Packaged Food / Fresh Food Categories in Western Europe Energy Bars Growth Growth % +10% +5% 550 Nuts Growth ,250 1,200 1,150 1,100 Chilled Poultry , ,000 4,800 4,600 Eggs Growth % 2,000 1,900 1,800 1,700 Pulses Growth % 4, ,

24 INTRODUCTION THE RISE OF PROTEIN PROTEIN PRODUCTS ON WESTERN EUROPEAN SHELVES AN ENDURING TREND KEY TAKEAWAYS

25 KEY TAKEAWAYS Broken out of Sports Nutrition INNNOVATION 25 Protein is now Mainstream in Western Europe! EDUCATION RISK MANAGEMENT but Trend Management is a Must

26 KEY TAKEAWAYS Final Thought: Feedback Loop with Sports Nutrition 26 Sports Nutrition Foods

27 CONTACT DETAILS ALEXANDER KOTTKE Analyst Tel: +44 (0) ext