“There has never been more variety in how consumers can incorporate protein into their diets. Animal-based options such a meat and cheese remain most popular, but plant-based alternatives continue to make inroads. In Canada there is perceived demand for more protein, meaning there remains runway for innovation in this space across a range of categories. While the past decade has seen an evolution in protein-based advances, nascent areas of innovation have the potential to be transformative.”
– Joel Gregoire, Associate Director for Food & Drink
This Report looks at the following areas
- The dietary preferences of Canadians (eg vegan, flexitarian, etc), and how that informs what protein-based foods they eat.
- Concerns Canadians have when it comes to animal-based proteins.
- Reasons for eating protein.
- Openness to protein-related innovations (including cell-based meat).
- What sources of protein are more or less appealing to Canadians (eg yogurt, snack bars).
- Which sources of plant-based protein Canadians prefer.
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Overview
- What you need to know
- This Report looks at the following areas
- Definition
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Executive Summary
- Top takeaways
- Meat and dairy remain popular with Canadians
- Canadians are more likely to claim they are eating less meat than more meat
- No one format is a go-to for protein
- Consumer trends
- Most Canadians link to meat and dairy to climate change
- Younger consumers are more open to alternative sources of protein
- Figure 1: “I would like to see more plant-based alternatives on restaurant menus” (% agree), by age, 2022
- When it comes to why Canadians eat protein, balance is centrally important
- Figure 2: Most important reasons for eating protein, 2022
- Competitive strategies
- Protein can support tiering strategies
- Figure 3: Oikos Pro Vanilla Flavored Yogurt-Cultured Ultra-Filtered Milk (US), 2022
- Promote protein, but lead with enjoyment
- Figure 4: Kellogg’s Special K Protein Cashew Caramel Pretzel Bars (Canada), 2022
- Promoting protein can extend beyond ‘the what’ to be more resonant
- Figure 5: Lahli Morning Protein Bites (US), 2022
- Market predictions
- Conditions support plant-based alternatives’ future viability, but the pace of growth is in question
- With cell-based foods on the horizon, innovation will accelerate and competition will intensify
- Meat and milk in plant-based foods have lead the way for other protein alternatives
- Figure 6: Outlook for protein and protein alternatives, 2023-28
- Opportunities
- Half of Canadians are open to products that blend animal- and plant-based protein
- There is a gap between perception and reality when it comes to getting enough protein in one’s diet
- Figure 7: Halo Top Keto Pops Chocolate Cheesecake Chocolate Flavored Coated Frozen Dessert (US), 2022
- Well-known plant-based protein ingredients are more trusted
- Figure 8: Preferred plant-based protein ingredients, 2022
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Market Factors
- Innovative solutions are needed to sustainably feed the world’s growing population
- Figure 9: Growth in global meat production vs global population, 1961-2018
- Climate change will dominate the discussion over the next decade and beyond
- Figure 10: Sources of greenhouse gas emissions in Canada, 2018
- Immigration continues to drive Canada’s population growth…
- Figure 11: Overall actual/planned permanent resident admissions, 2021-25
- …with Asia and India more specifically as the primary source
- Figure 12: Permanent residents admitted to Canada, by country (top 10), 2021
- Canada’s aging population is a headwind for plant-based alternatives
- Figure 13: Percentage of Canada’s population aged 0-14 and 65+, 1988-2068*
- Innovative solutions are needed to sustainably feed the world’s growing population
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Competitive Strategies and Market Opportunities
- There is ample variety of sources when it comes to protein
- Protein can help meet consumers’ demand for value
- Figure 14: Annasea Shoyu Yellowfin Tuna Poke Mix & Serve Meal Kit (Canada), 2022
- Figure 15: Wild Fork Prime Rib Beef Roast & Gravy (US), 2023
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- Figure 16: Good Catch Naked in Water Plant-Based Tuna (US), 2022
- Figure 17: Nasoya Plantspired Superfood Skillet Breakfast Scramble (US), 2022
- Flexible solutions offer consumers the protein they crave
- Figure 18: Egglife Sweet Cinnamon Egg White Wraps (US), 2022
- Figure 19: Lahli Morning Protein Bites (US), 2022
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- Figure 20: Quaker Triple Berry High Protein Instant Oatmeal (US), 2022
- Figure 21: Gatorade Chocolate Chip Protein Bar (US), 2022
- High-in-protein snacks empower consumers
- Figure 22: Whisps Cheddar Cheese Crisps (US), 2022
- Figure 23: Dream Pretzels Protein Pressels Salt Thin & Crisp[y Pretzel Chips (Canada), 2022
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- Figure 24: Oikos Pro Vanilla Flavored Yogurt-Cultured Ultra-Filtered Milk (US), 2022
- Figure 25: Liberté Greek High in Protein Banana Yogurt (Canada), 2022
- Indulgent cues build on the benefits protein offers
- Figure 26: Kellogg’s Special K Protein Cashew Caramel Pretzel Bars (Canada), 2022
- Figure 27: Eat Me Guilt Free Cotton Candy Protein Blondie (US), 2022
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- Figure 28: NuGo Nutrition (US), 2022
- Figure 29: Signature Select The Emperor Wagyu Beef Patties (US), 2022
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- Figure 30: Halo Top Keto Pops Chocolate Cheesecake Chocolate Flavored Coated Frozen Dessert (US), 2022
- Plant-based alternatives can be more specific with the value they offer
- Figure 31: Beyond Meat Cookout Classic Plant-Based Burger Patties (US), 2022
- Figure 32: The Meatless Farm Co Meat Free Ground (US), 2019
- Cell-based innovations offer the potential for even more competition in the protein space
- Figure 33: Cultured Meat: A Vision of the Future, 2018
- Plant-based meat alternatives innovate in an increasingly competitive environment
- Plant-based is moving beyond the burger (and milk)
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The Protein & Protein Alternative Consumer – Fast Facts
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Dietary Preferences
- Most Canadians eat meat, but as a sector it’s vulnerable
- Figure 34: Dietary preferences, 2021 and 2022
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- Figure 35: Dietary preferences, by age, 2022
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- Figure 36: Dietary preferences (select), Chinese Canadians and South Asians vs overall, 2022
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- Figure 37: Dietary preferences: carnivores, Prairie Provinces vs overall, 2022
- Most Canadians eat meat, but as a sector it’s vulnerable
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Type of Proteins Eaten
- Consumption of animal-based proteins far outpaces plant-based alternatives
- Figure 38: Proteins eaten by category, 2022
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- Figure 39: Animal proteins eaten by those who eat specific plant-based proteins, 2022
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- Figure 40: Proteins eaten by category, by diet type, 2022
- Plant-based proteins drop off among older consumers
- Figure 41: Animal- vs plant-based proteins eaten (NET), by age, 2022
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- Figure 42: Proteins eaten by category, by age, 2022
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- Figure 43: Proteins eaten by category, South Asians vs Chinese Canadians vs overall, 2022
- Plant-based proteins show momentum, while meat and seafood face particular challenges
- Figure 44: Proteins categories consumers are eating more, the same and less of, 2022
- Consumption of animal-based proteins far outpaces plant-based alternatives
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Concerns over Animal-based Protein
- Most Canadians link meat and dairy to climate change
- Figure 45: Concerns related to animal-based proteins (% agree), 2022
- Canadians are more likely to cut back on meat than dairy when looking to eat/drink healthier
- Attitudes toward meat and health suggest a generational divide
- Figure 46: Concerns related to animal-based proteins (% agree), by age, 2022
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- Figure 47: Concerns related to animal-based proteins (% agree), South Asians vs Chinese Canadians vs overall population, 2022
- Most Canadians link meat and dairy to climate change
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Attitudes toward Animal- and Plant-based Proteins
- Plant-based offerings are a supplement to, but not a replacement for, animal-based proteins
- Figure 48: Attitudes toward animal- and plant-based proteins (% agree), 2022
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- Figure 49: Attitudes toward animal- and plant-based proteins (% agree), by age, 2022
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- Figure 50: Attitudes toward animal- and plant-based proteins (% agree), Prairie Provinces vs overall, 2022
- Plant-based offerings are a supplement to, but not a replacement for, animal-based proteins
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Openness to Innovation
- With many viewing plant-based proteins as a means to supplement their diets, many also see a role for blended products
- Figure 51: Openness to protein-related innovation (% agree), 2022
- The next frontier: the willingness to explore the notion of lab-grown meat is increasing
- Young adults are more accepting of protein-related innovation
- Figure 52: Openness to protein-related innovation (% agree), by age, 2022
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- Figure 53: Openness to protein-related innovation (% agree), by education level, 2022
- The Prairies continue to be a ‘tougher nut to crack’ for plant-based protein alternatives
- Figure 54: Openness to protein-related innovation (% agree), Prairie Provinces vs overall, 2022
- With many viewing plant-based proteins as a means to supplement their diets, many also see a role for blended products
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Reasons for Consuming Protein
- The most important reason for eating protein is balanced diet
- Figure 55: Most important reasons for eating protein, 2022
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- Figure 56: Most important reasons for eating protein, by age, 2022
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- Figure 57: Most important reasons for eating protein, South Asians vs Chinese Canadians vs overall, 2022
- A third of Canadians cite difficulty getting enough protein in their diets
- Figure 58: Attitudes toward getting enough protein in diets (% agree), 2022
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- Figure 59: Attitudes toward getting enough protein in diets (% agree), by age, 2022
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- Figure 60: Attitudes toward getting enough protein in diets (% agree), South Asians vs Chinese Canadians vs overall population, 2022
- The most important reason for eating protein is balanced diet
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Appealing Sources of Protein
- Yogurt tops the list as an ‘appealing’ source of protein
- Figure 61: Appealing sources of protein, 2022
- As Canadians age, the number of protein sources that hold appeal shrink
- Figure 62: Appealing sources of protein, by age, 2022
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- Figure 63: Appealing sources of protein (select), men vs women, 2022
- The appeal of different protein sources varies by region
- Figure 64: Appealing sources of protein (select), by region, 2022
- South Asians are more likely to supplement their protein intake with powders and shakes
- Figure 65: Appealing sources of protein (select), South Asians vs overall, 2022
- Yogurt tops the list as an ‘appealing’ source of protein
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Preferred Plant-based Protein Sources
- Nuts are the preferred plant-based protein source for Canadians
- Figure 66: Preferred plant-based protein ingredients, 2022
- Younger consumers are more open to less ‘traditionally known’ proteins
- Figure 67: Preferred plant-based protein ingredients, by age, 2022
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- Figure 68: Preferred plant-based protein ingredients, British Columbia vs overall, 2022
- Nuts are the preferred plant-based protein source for Canadians
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Appendix – Data Sources and Abbreviations
- Data sources
- Consumer survey data
- Mintel Trend Drivers
- Abbreviations and terms
- Abbreviations
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