INSECTS A FAD OR A TREND?
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1 INSECTS A FAD OR A TREND? Business opportunities with alternative protein sources LIVSMEDELSDAGARNA 2015
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5 1. GROWING MARKET DEMAND For high quality protein
6 Product item count Product item count HIGH PROTEIN BOOM CONTINUES GLOBAL SWEDEN High Protein as the claim High Protein, Ethical - Environmentally Friendly Product) together as the claim High Protein as the claim Source: Mintel GNPD
7 THE LEADING CATEGORY: SNACKS PRODUCTS WITH HIGH PROTEIN AS THE CLAIM Baby Food Healthcare Side Dishes Breakfast Cereals Meals & Meal Centers Bakery Other Beverages Other Snacks Dairy Processed Fish, Meat & Egg Products Source: Mintel GNPD
8 CLEAN EATING, PALEO, RAW, ENERGY, NATURAL, FREE-FROM, VEGETARIAN, ETHICAL
9 INSECT PROTEIN IS HIGHLY NUTRITIOUS PROTEIN (AA INCL. LYSINE, TRYPTOPHAN, THREONINE) UNSATURATED FATTY ACIDS FIBRE (CHITIN) IRON ZINC COPPER MAGNESIUM MANGANESE PHOSPHOROUS SELENIUM B GROUP VITAMINS
10 2. FITS INTO PROCESSED FOODS
11 WHOLE EDIBLE INSECTS DELIBUGS The Netherlands INSECTES COMESTIBLES France SNACK INSECTS Germany JIMINI S France
12 ACCEPTANCE BEST AS PROCESSED Crushed into a protein rich flour for baking Roasted for a caramelised nutty flavoured snack Low fat, high protein burgers Low fat crisps Speciality chocolates High protein milkshake Energy rich cake topping None of the above 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Source: Leatherhead food research
13 INSECT POWDER FITS TO MANY CATEGORIES CURRENT USES: Snack bars Savoury snacks Spreads Bakery (bisquits) Confectionary Pasta Ready meals CHAPUL USA EXO USA THE GREEN KOW Belgium DAMHERT/ INSECTA Belgium MICRONUTRIS France
14 BENEFICIAL FEATURES FOR FOOD PROCESSORS Highly nutritious Healthy Animal protein TASTE TEXTURE Gluten-free Sustainable and ethical Non-GMO High purity Availability
15 3. HELPS TO TACKLE THE PERCEIVED BADNESS
16 Product item count TRENDING CLAIMS: NATURAL, CLEAN, FREE FROM AND ETHICAL 350 SWEDEN Free from, Natural, Ethical & environmental, Minus) together as the claim Source: Mintel GNPD
17 BENEFICIAL FEATURES FOR FOOD PROCESSORS HIGHLY NUTRITIOUS HEALTHY Animal protein Taste Texture GLUTEN-FREE SUSTAINABLE AND ETHICAL NON-GMO HIGH PURITY Availability
18 4. OFFERS ALSO COST BENEFITS
19 CAN BE PRODUCED VERY EFFICIENTLY 1. High reproduction rate 2. Efficient feed conversion 3. Can be fed by waste-streams 4. Require minimal amount of water and energy 5. Produce no waste 6. Only small emission Source: The Economist/ UN FAO
20 5. INCREASED CONSUMER LOYALTY
21 PRICE AND FLAVOUR FIRST PRIORITIES When purchasing food and drink products, to what extent do you prioritise the following? (Source: Datamonitor Consumer survey 2013/ Sweden) The flavour Price versus comparable options Trust/familiarity with the brand Country of origin Social and environmental actions Third-party certification 0% 10% 20% 30% 40% 50% 60% Source: Datamonitor
22 RESPONSIBILITY ASPECTS ENABLE EMOTIONAL CONNCETION RANDOM BUY LOYALTY FIRST PURCHASE CROSSING THE TRANSACTION TRAP: Make consumers care!
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24 5 REASONS WHY Edible insects are a business opportunity! 1 GROWING 2 FITS WELL INTO 3 HELPS TO 4 5 INCREASED TACKLE THE OFFERS ALSO MARKET PROCESSED CONSUMER PERCEIVED COST BENEFITS DEMAND FOODS LOYALTY BADNESS
25 #InvenireChallenge #LIVSD And get a chance to win a business report!
26 MORE INSIGHTS AT INVENIRE.FI LIMITED OFFER FOR PARTICIPANTS AT LIVSMEDELSDAGARNA 2015 Sign up before October 23rd for our latest course online and get 20% off the original price: EDIBLE INSECTS: GETTING THE MARKET GOING What's needed for the edible insects market to grow out of its embryonic stage? Access your course here with your code LIVSD2015
27 INVENIRE MARKET INTELLIGENCE OY VIRPI VARJONEN Strategist In English. Suomeksi. På svenska. Phone DK: Phone FI: Skype: virpi_varjonen LinkedIn: virpivarjonen Invenire is a privately-owned and independent marketing, strategy and commercialisation agency founded in 2003 within the business of nutrition and its related areas. Invenire s team helps clients to be more informed about their markets, to develop and implement workable strategies, to know who is who on the market and to create appealing, differentiated and efficient communications and marketing. With offices in Finland, Denmark and Sweden and a strong network of global partners, Invenire has the ability to work globally from the local level. doorbell@invenire.fi Invenire Market Intelligence 2014 INTELLIGENCE STRATEGY COMMUNICATION TALKS
28 INVENIRE MARKET INTELLIGENCE OY HAPPINESS. HEALTH. RESPONSIBILITY. EMPATHY. CREATIVITY. EFFECTIVENESS. Invenire is a privately-owned and independent marketing, strategy and commercialisation agency founded in 2003 within the business of nutrition and its related areas. Invenire s team helps clients to be more informed about their markets, to develop and implement workable strategies, to know who is who on the market and to create appealing, differentiated and efficient communications and marketing. With offices in Finland, Denmark and Sweden and a strong network of global partners, Invenire has the ability to work globally from the local level. doorbell@invenire.fi Invenire Market Intelligence 2014 INTELLIGENCE STRATEGY COMMUNICATION TALKS
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