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Description

Description

“Plant-based food and beverages can further harness consumers’ positive perceptions of their cleanness and freshness through bold on-packaging claims. The urge to improve health and wellness during varied occasions, along with the curiosity for mouth-watering innovation, present opportunities for prime ingredients in plant-protein drinks and the introduction of meat alternatives." 
– Wenxin Xu, Senior Analyst

This report examines the following areas:

  • Functionality boosts wellbeing and provides better positioning for plant-protein drinks
  • Introducing flexitarianism to inspire health-oriented consumers
  • Strengthening power to the plants beyond one’s physical body

 

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
      • Executive Summary

          • The market
            • The consumer
              • Majority of consumers identify as omnivore
                • Figure 1: Consumption frequency, December 2019
              • Functional purposes driving consumption purposes
                • Figure 2: Purpose of consumption, December 2019
              • Potential to expand consumption occasions beyond breakfast
                • Figure 3: Occasions of plant protein drinks, December 2019
              • Traditional soy-based meat barely attracts half of consumers
                • Figure 4: Usage of traditional soy meat, December 2019
              • ‘Organic’ and ‘additives-free’ standing out as premium
                • Figure 5: Expectations of upgraded soy meat, December 2019
              • Curiosity in innovative meat alternatives unearthing market potential
                • Figure 6: Interest in new tech meat, December 2019
              • What we think
              • Issues and Insights

                • Functionality boosts wellbeing helping better positioning for plant-protein drinks
                  • The facts
                    • The implications
                      • Figure 7: Yangyuan’s Six Walnuts latest product Kamuning
                      • Figure 8: Pop & Bottle’s turmeric almond latte with adaptogens
                    • Introducing flexitarianism to inspire health-oriented consumers
                      • The facts
                        • The implications
                          • Figure 9: Omnipork’s corporate catering services, 2019
                        • Strengthening power to the plants beyond one’s physical body
                          • The facts
                            • The implications
                              • Figure 10: Beyond Meat’s website banner with environmental impact claims
                          • The Market – What You Need to Know

                            • Multinational players betting on ‘future meat’
                              • Stress and anxiety intensified under COVID-19
                                • Satisfy cravings through permissible indulgence
                                • Market Drivers

                                  • Science and technology enabling elevated sensations
                                    • Multinational players see future in plant-based protein
                                      • Meeting demand due to increased health concerns
                                      • Market Highlights

                                        • Almond and soybean lead NPD in drinks and yogurt, while almond and coconut are popular in ice cream
                                          • Figure 11: % of newly launched plant-protein spoonable yogurts, drinks, and ice cream, by selected ingredient, April 2019 – March 2020
                                        • Global markets continue to reduce sugar; China and Japan favour protein
                                          • Figure 12: Average sugar (g/100ml) in newly launched liquid type of plant-protein drinks, by selected market, 2015-20
                                          • Figure 13: Average protein (g/100ml) in newly launched liquid type of plant-protein drinks, by selected market, 2015-20
                                        • APAC: enhancing the cleanness of plant using organic claims
                                          • Figure 14: Plant protein drinks with organic claims in APAC region
                                        • China: drinkable nuts and seeds are sprouting
                                          • Figure 15: Plant protein yogurt with high protein claims
                                        • Japan: plant elements used to reimage beloved casual drinks
                                          • Figure 16: Asashi’s Green Calpis (soy-based lactic acid drink) launched in April 2020
                                        • Global: guilt-free indulgence rebranding in ice cream sector
                                          • Figure 17: Plant-based ice-cream positioning as guilt-free treat
                                      • The Consumer – What You Need to Know

                                        • Majority of the population identify as omnivore
                                          • Functional benefits driving consumption
                                            • Curiosity opening up potential alternative meat market
                                            • Consumption Frequency

                                              • Grains, vegetables, and fruits predominant components of daily diet
                                                • Figure 18: Consumption frequency, food and drink of plant origin, December 2019
                                              • Dairy tops animal-sourced consumption; poultry or eggs follows
                                                • Figure 19: Consumption frequency, food and drink of animal origin, December 2019
                                              • Vast majority could identify as omnivores
                                                • Figure 20: Consumption frequency, December 2019
                                              • Vitamins, fibre, and protein driving frequent consumption among women in their 40s
                                                • Figure 21: Consumption frequency, by gender and age, December 2019
                                            • Purpose of Consumption

                                              • Functional purposes driving consumption
                                                • Figure 22: Purpose of consumption, December 2019
                                              • Potential opportunity to target thirtysomething females with nutrition supplement
                                                • Figure 23: Purpose of consumption, by gender and age, December 2019
                                              • Generational differences reflected in dietary priorities
                                                • Figure 24: Purpose of consumption, by generation, December 2019
                                            • Occasions of Plant Protein Drinks

                                              • Cultivating habitual usage beyond breakfast
                                                • Figure 25: Occasions of plant protein drinks, December 2019
                                              • High earners enjoy PPD as casual drinks at more times
                                                • Figure 26: Occasions of plant protein drinks, by monthly personal income, December 2019
                                              • Mid-to-high income households looking for quick and healthy fix
                                                • Figure 27: Occasions of plant protein drinks, by monthly household income, December 2019
                                            • Usage of Traditional Soy Meat

                                              • Common soy-based meat attracting half of consumers
                                                • Figure 28: Usage of traditional soy meat, December 2019
                                              • Traditional soy-based meats facing difficulty differentiating
                                                • Figure 29: User satisfaction of traditional soy meat, December 2019
                                                • Figure 30: Interest from non-users, December 2019
                                              • Unfulfilled males present chances in texture and flavour innovation
                                                • Figure 31: Usage of traditional soy meat, by gender, December 2019
                                              • Traditional soy meat attracting the most health-conscious
                                                • Figure 32: User satisfaction of traditional soy meat, December 2019
                                                • Figure 33: Interest from non-users, by gender and age, December 2019
                                              • Expand the reach to become more inclusive
                                                • Figure 34: Usage of traditional soy meat, by monthly personal income, December 2019
                                            • Expectations of Upgraded Soy Meat

                                              • Clean label tops consumers’ expectations towards premium version
                                                • Figure 35: Expectations of upgraded soy meat, December 2019
                                                • Figure 36: Typical traditional soy meat packaging
                                              • Reassuring premium quality to females in their 30s and 40s
                                                • Figure 37: Expectations of upgraded soy meat, by family structure, December 2019
                                            • Interests in New Tech Meat

                                              • Forward-thinking meat alternatives generating hype and interest
                                                • Figure 38: Interest in new tech meat, December 2019
                                              • New tech meat intrigues mid-to-high income households and parents
                                                • Figure 39: Interest in new tech meat, by monthly household income and family structure, December 2019
                                                • Figure 40: Interest in new tech meat, by family structure, December 2019
                                            • Meet the Mintropolitans

                                              • MinTs are experienced while non-MinTs show curiosity
                                                • Figure 41: Usage of traditional soy meat, by consumer classification, December 2019
                                                • Figure 42: Usage of traditional soy meat, by consumer classification, December 2019
                                              • MinTs have high expectations of upgraded soy meat
                                                • Figure 43: Expectations of upgraded soy meat, by consumer classification, December 2019
                                              • MinTs enjoy varied consumption occasions of plant-protein drinks
                                                • Figure 44: Occasions of plant protein drinks, by consumer classification, December 2019
                                              • New tech meat interests more MinTs
                                                • Figure 45: Interest in new tech meat, by consumer classification, December 2019
                                            • Appendix – Methodology and Abbreviations

                                              • Methodology
                                                • Abbreviations

                                                About the report

                                                This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                • The Consumer

                                                  What They Want. Why They Want It.

                                                • The Competitors

                                                  Who’s Winning. How To Stay Ahead.

                                                • The Market

                                                  Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                • The Innovations

                                                  New Ideas. New Products. New Potential.

                                                • The Opportunities

                                                  Where The White Space Is. How To Make It Yours.

                                                • The Trends

                                                  What’s Shaping Demand – Today And Tomorrow.

                                                Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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