1st Annual. The Future of Plant Based Product Opportunities 2019 USA Trade & Consumer Insights Study

Transcription

1 1st Annual The Future of Plant Based Product Opportunities 2019 USA Trade & Consumer Insights Study The market movement towards plant-based products includes food, beverages, supplements, even packaging. Drivers of this movement stem from two foundational beliefs: plant-based nutrients are healthier for my body and plant-based solutions are healthier for the planet and it is the intersection of these, across a product s lifecycle, where powerful opportunity space lives. NMI, 2019 Plant Based Consumer Tracker Study. All rights reserved 1

2 Whether you are an ingredient supplier, formulator, consumer brand, manufacturer, innovator or strategist you need to understand what is driving the Plant Based movement Which drivers are continuing to grow and which are already flattening or even declining; Vegan? Vegetarian? Flexitarian? What technologies are emerging that will shape food futures? What human health drivers and planetary health concerns are fueling growth? For which are consumers willing to pay more? What plant-based science will enable new solutions and continued growth? Deliverables from this Study provide Insights that will inform: Ingredient Strategies Brand Strategy Product Innovation Investment Risk/ROI NMI, 2019 Plant Based Consumer Tracker Study. All rights reserved 2

3 Core & custom options, to catapult your opportunities! Foundational Consumer Insights Turbo Social Media Analysis by analyzing millions of consumer conversations this work identifies: who is speaking; in which channels are these conversations taking place; the relative importance of different topics; the sentiment/drivers surrounding plant-based and how these differ by psychographics and demographics. This insight is critical to understanding the larger trend momentum and which facets could be leveraged for growth. Consumers Face-to-Face Consumer groups and ethnographies will dive deeply into the motivators behind engagement fears, goals, ideals and drivers to uncover leveragable insights that invite newcomers and encourage even greater participation. Small group conversations in three locations across the country will bring a diverse perspective to this study. NMI s proprietary Health & Wellness Trend Database (HWTD) Trended analysis of consumer attitudes and behaviors, including the lens of NMI s Health & Wellness Consumer Segmentation, will provide insights surrounding the facets of Plant-Based: vegetarianism, planetary health concerns, personal health concerns; what % of specific groups are buying plant-based protein, non-dairy milks, meat alternatives, etc.; who are best targets and where white space opportunities exist. Custom Option: Consumer groups among your category users or other specific targets could be added Custom Option: Expanding specific elements of Consumer Insights to a global scale Custom Option: Quantatative Insights across your categories NMI, 2019 Plant Based Consumer Tracker Study. All rights reserved 3

4 Core & custom options, to catapult your opportunities! Market Assessment Product Ingredients and Claims Trends NMI is able to analyze key categories for patterns across claims and ingredients. By utilizing analysis with 1 year, 3 year, and 5 year periods, this work identifies which trends are on the rise and what may have already plateaued or even be declining. This is critical to knowing what is important but non-differentiating table stakes; and, where growth opportunities lie. Brand and Manufacturer Landscape: NMI is able to provide insight into brands and manufacturers who are already in this space and/or who are poised to have an impact. Mapping their unique capabilities, market positions, or potential investments provides context for potential supplier and partner opportunities. Custom Option: Sales analysis across key categories - customized, for your needs Custom Option: Specific Ingredient analysis can help you understand the suppliers and the opportunities. Examining pricing and points-of-difference can assist formulation and application insights as well as supplier/partnership opportunities. Plant-based ingredients of importance to this project include: Proteins, Hydrocolloids, Fiber, Oil, and Humectants NMI, 2019 Plant Based Consumer Tracker Study. All rights reserved 4

5 Core & custom options, to catapult your opportunities! Emerging Science Insights Turbo Social Media Science Enablers: NMI will interview key Scientists and Researchers to present a view of the cutting edge of plant-based science. This work will also utilize publications and other sources to provide a well-rounded examination of emerging science that could enable significant growth through new formulations, innovation and brand extensions. NMI, 2019 Plant Based Consumer Tracker Study. All rights reserved 5

6 NMI s Health and Wellness Trends Database Health & Wellness Most comprehensive data available on health and wellness; based on attitudes, behavior and product usage within the world of health and wellness Annual consumer research among U.S. general population adults and primary grocery shoppers Currently 19 years of trended data: 1999 through 2018, inclusive; a total of ~66,000 consumers in the database Nationally representative sample of the U. S. population statistically valid at 95% confidence level to +/- 1.8% 3 rd Qtr., 2018 U.S. survey was conducted among 3,200+ general population consumers Conducted via on-line methodology Food Beverage Supplements Health and Lifestyle Focus Diet/nutrition Sports nutrition Natural, organic Non-GMO Healthy lifestyle drivers Association of ingredients with specific health benefits Health conditions, lifestyle and demographic measures Usage patterns across foods, supplements, healthcare, natural/organic Shopping Behavior Brands, influence and media Health & Wellness Trends Database Since 1999 NMI, 2019 Plant Based Consumer Tracker Study. All rights reserved 6

7 The Health & Wellness Trends Database Summary Content & Scope Drivers/Behaviors Healthy lifestyle drivers Attitudinal statements & behaviors diet, nutrition, supplements, exercise Awareness of terminology Ingredients - health benefits seeking, avoidance vs. fortification Health conditions preventing, managing/treating Usage/Lifestyle Patterns 50+ general products & services dynamics increase, decrease ~100 specific categories Entry reasons, duration, frequency Natural, Organic, Non-GMO, hi-protein etc Cooking occasions, health, frequency, experimentation Shopper/Diner Insights Shopping patterns across 20+ channels Shopping at 70+ specific stores/chains Dining at specific restaurants Away from home eating HWTD Brands, Influence & Media Usage across 70+ brands Brand influence/preference 25+ sources of influence Lifestyle activities Demographics NMI, 2019 Plant Based Consumer Tracker Study. All rights reserved 7

8 NMI s Health & Wellness Consumer Segmentation Identifies Five Distinct Segments within the U.S. General Population WELL BEINGS : 26% Most health pro-active Healthy eating a priority MAGIC BULLETS : 20% Lower commitment to healthy lifestyle Quick, easy solutions EAT, DRINK & BE MERRYS : 17% Least health active Little health motivation FOOD ACTIVES : 14% Mainstream Healthy Self-directed balance FENCE SITTERS : 23% Wannabe healthy Quick, easy solutions WELL BEING Leaders: 11% WELL BEING Followers: 15% NMI, 2019 Plant Based Consumer Tracker Study. All rights reserved 8

9 Customize Your Applications Customized Analysis across any of the following: Consumer Target Profiling Consumer Segmentation Market sizing Market trending across 100 s of healthy categories Trending on consumer attitudes and behaviors Product/Category Usage White Space Analysis Health/Medical Conditions Lifestyle & Topical Interests Shopper Insights 1000 s of Others NMI, 2019 Plant Based Consumer Tracker Study. All rights reserved 9

10 Customize Your Deliverables Pick the Options You Need for Your Business 1. NMI custom analysis Analysis of proprietary content with focus on your business implications and strategy utilization of any groups from NMI core or your proprietary content Access to NMI s core trends report 2. Proprietary/custom survey questions Space reserved on a first come basis Overlay your custom segmentation 3. Custom data tables Across all sponsor-proprietary and NMI core questions Includes general population, the 5 NMI segments, and 10 custom banner points of sponsor s choice 4. Executive presentation and consulting session All deliverables are customized to meet your business needs NMI, 2019 Plant Based Consumer Tracker Study. All rights reserved 10

11 Health and Wellness Research Delivers DON T miss out on this opportunity to validate and support your marketing campaigns! Profile your Brand users, quantify the market Enhance your trade presentations with updated/valuable insights Customize your consumer campaign positioning and messaging Support innovation and stay ahead of the trends Empower your organization! NMI, 2019 Plant Based Consumer Tracker Study. All rights reserved 11

12 Geography, Deliverables, Timing USA/Sample Size Research will be conducted among U.S. general population consumers Conducted via on-line methodology NMI s proprietary Health and Wellness segmentation will be included 2019 Plant Based Trade & Consumer Trends Tracker Timetable Participation deadline: December 2019 Sponsor deliverables: April 2019 Global Countries/Sample Size: Previous Countries studied have various longitudinal & topical coverage Specific country selection is determined by participant Typical sample size is 1,000 general population (larger sample available) via an on-line methodology NMI s proprietary Health & Wellness segmentation will be included NMI, 2019 Plant Based Consumer Tracker Study. All rights reserved 12

13 1st Annual The Future of Plant Based Product Opportunities 2019 USA Trade & Consumer Insights Study Natural Marketing Institute (NMI) Ruth Homestead Corporate Center 272 Ruth Road Harleysville, PA phone: fax: Global Expertise in Health & Sustainability spanning 30+ countries & 1 million+ consumers! For more information kindly contact your NMI representative or Diane Ray, VP Strategic Innovation, D.Ray@NMIsolutions.com for customized participation opportunities. Visit All materials herein are 2019 by Natural Marketing Institute (NMI). All rights reserved. Reproduction, publication (internal and/or external), transmission, or other use of any of the within materials, including but not limited to graphics, data, and/or text, for any commercial or non-commercial purposes, is strictly prohibited without the prior express written permission of NMI. NMI, 2019 Plant Based Consumer Tracker Study. All rights reserved 13