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Meat Alternatives - Canada - January 2018

"Meat alternatives can be viewed as being the tip of the spear in terms of food innovation. While there’s no indication that Canadians will shun meat ‘en masse’ any time in the near future, consumers increasingly want more flexibility in their diet. Limiting meat consumption is one form of flexibility. Aside from health-related factors, considerations around sustainability are also influencing this movement, particularly among young women. This Report will address stated demand for meat alternatives, look at what proteins consumers use or are interested in aside from meat and help readers understand what drives interest in the burgeoning category. Furthermore, this Report will also identify areas of particularly notable innovation."
- Joel Gregoire, Senior Food & Drink Analyst

This Report looks at the following areas:

  • ‘Real’ meat represents the highest hurdle for meat alternatives
  • Older consumers are less likely to use meat alternatives
  • Demand for ‘clean’ ingredient decks could be an obstacle
  • Opportunity exists to grow frequency

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • The issues
            • ‘Real’ meat represents the highest hurdle for meat alternatives
              • Figure 1: Reasons for not using meat alternatives, November 2017
            • Older consumers are less likely to use meat alternatives
              • Figure 2: Any meat alternative usage, by age, November 2017
            • Demand for ‘clean’ ingredient decks could be an obstacle
              • Figure 3: Important qualities when buying meat alternatives, November 2017
            • Opportunity exists to grow frequency
              • Figure 4: Meat alternative usage frequency (any product), November 2017
            • The opportunities
              • Demand for meat alternatives extends beyond vegetarians/vegans
                • Figure 5: Diet types, November 2017
              • ‘Ethical’ considerations resonate more with young women
                • Figure 6: Animal welfare and environment as reasons for using meat alternatives, by gender and age group, November 2017
              • Movement towards ‘flextiarianism’ expands opportunity for ‘alternative’ protein options
                • Figure 7: Used versus interested in using instead of meat protein, November 2017
              • Innovation meeting demand for near-meat alternatives
                • Figure 8: Heme – The Magical Ingredient in Impossible Burger, September 13, 2017
              • What it means
              • The Market – What You Need to Know

                • Innovation is required to feed the world’s growing population
                  • Canada’s aging population represents both a challenge and opportunity
                  • Market Perspective

                    • Seed capital in protein start-ups reminiscent of internet revolution
                    • Market Factors

                      • Innovation will be required to feed the world’s growing population
                        • Figure 9: Global population by half-century (2050 forecast)
                      • Canada’s aging population represents both a challenge and opportunity
                        • Figure 10: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061
                      • Focus on health and weight management to continue
                        • Figure 11: Body mass index, self-reported rate of being overweight or obese among Canadian adults, by gender, 2010-14
                    • Key Players – What You Need to Know

                      • Global launch activity increasing
                        • Meat alternatives viewed as being over-processed by some
                          • Lab-grown meat is at the forefront of food innovation
                          • What’s Working?

                            • Global launch activity increasing
                              • Figure 12: Share of global meat substitute launches – Top 10 countries and Canada, 2017
                          • Potential Challenges

                            • Meat alternatives viewed as being overly-processed by some
                            • What’s Next?

                              • Emerging proteins are ‘buzz-worthy’
                                • Figure 13: Uka Proteine Chocolate & Cayenne Seeds and Cricket Flour Bar (Canada), April 2016
                                • Figure 14: Happy Cheeze Fresh Cheese Alternative from Cashews with Spirulina Chilli (Germany), January 2018
                                • Figure 15: Tofurky Hearty Hemp Burger (US), January 2018
                                • Figure 16: Lightlife Foods Original Organic Tempeh (Canada), January 2017
                              • Plant-based meat from a lab is a key area of innovation
                                • Figure 17: The Impossible Burger, March 2016
                              • ‘Farm-to-fork’ may evolve from ‘lab-to-fork’
                                • Figure 18: How to make clean meat, December 2016
                              • Openness to internationally-inspired foods and flavours applies to meat alternatives
                                • Figure 19: VG Gourmet Thai Coconut Marinated Tofu (Canada), September 2017
                                • Figure 20: Compliments Carrot & Sweet Corn Burger with Curry Spices (Canada), July 2017
                                • Figure 21: Kimchi Burger (US), April 2016
                                • Figure 22: Yves Veggie Cuisine Spicy Italian Veggie Sausages (Canada), July 2017
                              • Regardless of the food, convenience is important
                                • Figure 23: Beyond Meat Beyond Chicken Grilled Strips (US), April 2017
                                • Figure 24: Ikea Vegetable Balls (Norway), September 2016
                                • Figure 25: Quorn Cranberry & Goat Cheese Chik'n Cutlets, October 2017
                                • Figure 26: Quorn Chik'n Nuggets (US), October 2017
                            • The Consumer – What You Need to Know

                              • Half of Canadians use meat alternatives
                                • Protein important in selecting meat alternatives
                                  • Exclusive non-meat eaters represent a limited opportunity
                                    • Preference for meat clearest barrier to using meat alternatives
                                      • A third of consumers looking for a ‘meat-like’ experience
                                      • Usage of Meat Alternatives

                                        • Half of Canadians use meat alternatives
                                          • Figure 27: Frequency of eating meat alternatives (any type), November 2017
                                          • Figure 28: Meat alternative usage, by type, November 2017
                                        • Canada’s Boomers/seniors represent a potential growth opportunity
                                          • Figure 29: Meat alternative usage (any type), by age, November 2017
                                          • Figure 30: Lack of habit as a reason for not using meat alternatives, by age, November 2017
                                        • Driving more frequent usage a path to growth for meat alternatives
                                          • Figure 31: Meat alternative (any) usage frequency, by gender and age, November 2017
                                      • Protein Considerations

                                        • Protein important in selecting meat alternatives
                                          • Figure 32: Importance of protein content vs low price by age group, November 2017
                                        • Animal-derived protein alternatives most widely adopted
                                          • Figure 33: Foods/ingredients used or interested in using instead of meat protein, November 2017
                                        • Younger consumers are more open to ‘less common’ protein alternatives
                                          • Figure 34: Current usage of food ingredients instead of meat protein, by age group, November 2017
                                          • Figure 35: Interest in food/ingredients instead of meat protein, by age group, November 2017
                                      • Reasons for Using Meat Alternatives

                                        • Demand for flexibility supports consumption of meat alternatives
                                          • Figure 36: Reasons for using meat alternatives, November 2017
                                        • Exclusive non-meat eaters represent a limited opportunity
                                          • Figure 37: Diet types, November 2017
                                        • Meat alternatives’ benefits hold more appeal with dads
                                          • Figure 38: Reasons for using meat alternatives, fathers vs overall, November 2017
                                        • Younger women more likely to consider animal welfare and sustainability
                                          • Figure 39: Animal welfare and environment as reasons for using meat alternatives, by gender and age, November 2017
                                          • Figure 40: Sustainability at Maple Leaf Foods, September 30, 2015
                                      • Reasons for Not Using Meat Alternatives

                                        • Preference for meat clearest barrier to using meat alternatives
                                          • Figure 41: Reasons for not using meat alternatives, November 2017
                                          • Figure 42: Beyond Meat The Beyond Meat Burger Plant Based Burger patties (US), January 2017
                                        • A quarter of consumers are unclear on meat alternatives’ benefits
                                          • Figure 43: Statements about meat alternative benefits (select), 18-44s vs over-45s, November 2017
                                      • Considerations When Choosing Meat Alternatives

                                        • A third of consumers looking for a ‘meat-like’ experience
                                          • Figure 44: Important qualities when buying meat alternatives, November 2017
                                          • Figure 45: Heme – The Magical Ingredient in Impossible Burger, September 13, 2017
                                        • Consumers less willing to compromise on ingredients as they age
                                          • Figure 46: Importance of price vs no artificial ingredients, by age group, November 2017
                                      • Consumer Groups

                                        • Similar qualities demanded in both Canada and the US
                                          • Figure 47: Important qualities when purchasing meat alternatives, Canada vs US, November 2017 (Canada)/October 2016 (US)
                                          • Figure 48: Reasons for using meat alternatives, Canada vs US, November 2017 (Canada)/October 2016 (US)
                                        • Reasons for using meat alternatives vary by region
                                          • Figure 49: Usage of meat alternatives, by region, November 2017
                                          • Figure 50: Reasons for using meat alternatives related to animal welfare and environmental considerations, by region, November 2017
                                          • Figure 51: Select important qualities when choosing meat alternatives, by region, November 2017
                                        • Chinese Canadians more likely to use meat alternatives
                                            • Figure 52: Meat alternative usage, Chinese Canadians vs overall population, November 2017
                                            • Figure 53: Used or interested in using instead of meat protein, Total population vs Chinese Canadians, November 2017
                                        • Appendix – Data Sources and Abbreviations

                                          • Data sources
                                            • Consumer survey data
                                              • Abbreviations and terms
                                                • Abbreviations

                                                Meat Alternatives - Canada - January 2018

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