Our relationship with food is at a tipping point as environmental concerns become more of a consumer focus. What is the appetite, globally, for a more sustainable plant-based diet and how do cultural differences impact the adoption of innovative flexitarian products?
3. Design thinking
for food innovation
Market foresight
User experience
Consumer journeyConsumer research
Expert interviews
What makes our point of view unique?
Special thanks to
– New Nutrition Business
– Seeds for Change
– Feed
– Quorn
6. 0.00130.00270.00360.00140.00320.030.06
0.2
0.4
0.5
0.7
0.8
0.9
1.0
1.2
1.1 1.1
1.2
1.3 1.4 1.4
1.5
1.6 1.6
1.7
1.8
1.9 1.9
1.8 1.9
1.9 1.9 2.0
2.0
1.8
1.9 1.9
2.1
2.2 2.2 2.2
0.0
0.5
1.0
1.5
2.0
2.5
1930
1935
1940
1945
1950
1955
1960
1965
1970
1975
1980
1985
1986
1987
1988
1989
1990
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
Annual cheese consumption in Japan, per capita in Kg (1930-2014)
Cheese =
– Rotten smell
– Western food
From
Consuming
2,2 kg in 2014
To
Adopting a foreign food:
Cheese in Japan
7. How does change happen?
Food
explorers
and
migrants
Cultural
shifts,
Food
Trends
Technology Food
service
initiation
Retail
support
Innovation
for the
mainstream
Adoption path
Outliers Early majority Mass market consumers
8. Outliers Early majority Mass market consumers
20 years to turn Japanese into cheese lovers
Food
explorers
and
migrants
Cultural
shifts,
Food
Trends
Food
service
initiation
Retail
support
Innovation for
the
mainstream
– Tiramisu fever
– Wine boom, Beaujolais fair
– Cheese Festa
– Pizza
– Mozzarella in salads
– Increased shelf space
– Promotions
– Cheese snacks
– Cheesecake, tea cheese
– Cheese candy
Adoption path
10. Developed
countries
Developing
countries
– Return to earlier frugality
– Health is Wealth
– Sustainability sense of guilt
– Meat = Symbol of Wealth
– Abundance after restriction
– Migration to cities
– Vegetarian future – Vegetarian history
Politics Culture GeographyEconomics EnvironmentalLifestyleTechnology
11. Mediterranean
approach
– Pleasure, heritage and rituals
– Bonding with others
– Sacred nature
– Nutrition guidelines
Anglo saxon
approach
– Food is fuel
– Individual choices
– Pragmatism
– Importance of influencers
Politics History Culture HealthPsychology LifestyleGeography
12. Adoption path
Outliers Lifestyle, Millennials, Gen Z Mass market consumers
Adopting a plant-based diet
Vegetarians
&
Vegans
Cultural
shifts,
Food Trends
Technology
revolution
Fast food
service
Retail
support
Innovation
reaching
mainstream
– Environmental fears
– Sustainability
– Vegetarian chefs
– Health concerns
– Beyond meat
– Dairy alternative
revolution
– Tech investors
– Veggie Pret
– Plant burgers
– Not in mainstream
restaurants
– Increased shelf space
– Protein section
– Next generation
retailers
13. Adopting a plant-based diet:
Is it turning mainstream?
Innovation
reaching
mainstream
Mediterranean approach
Anglo Saxon approach
14. Vegan and
vegetarian
market is
smaller than
organic market
x10
Mediterranean
approach
– Natural and organic as an entry point
– Rejection of over-engineered food
– Harder during family gatherings
– Strong cooking, vegetable & pulse culture
– All about eating more vegetables
– Less meat, not fake meat
– New meat reduction guidelines
– Clean labeling & recognizable ingredients
15. Anglo saxon
approach
– Open to foreign vegetarian food
– More acceptance of of ‘Junk’ tasty vegan
– Cheese helps to make vegetables tastier
– Transforming food to fit their needs
– Revisiting food beliefs
– Learning from chefs and influencers
– Inspiring pulse meals
17. Flexitarian behavior
Growing, yet slowly
Source: 2019 Future of Meat International survey (20,000 respondents)
Are limiting their
meat intake
21% Are limiting their
dairy intake
13%
Are vegetarian
6%
18. Source: Growth in total volume of products sold 2013-2018
3%Substitutes = total meat market
+5.8%
Substitutes
+8%
Meat
19. Developing world driving demand of meat consumption
-2 0 2 4 6 8
UAE
India
Vietnam
Morocco
Australia
Mexico
Thailand
South Africa
Russia
Japan
USA
United Kingdom
Brazil
China
Italy
Germany
France
Spain
%
Developing
Developed
Fresh meat retail volume CAGR 2018-2023
Euromonitor International Future of Meat
Lithuanian consumer living
in London
‘There is so much more
meat on the
supermarket shelves in
Lithuania now. Probably
because we had such a
limited choice during the
Soviet era’
20. What will brands do to convert the masses?
No health
or taste
compromise
Lower
price
Food service
discovery
Easy to
integrate
Hybrid
solutions?
Appeal beyond
millennials
Help me eat
more
vegetables
Authenticity
Holistic
approach
Watch out
Mediterranean specific
– Food reinvention
– Lab-grown meat
21. vanessa@plan.london
We join the dots
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