N°65 - Marché / Protéines content in most common foods. Thus, 78% of respondents consider that peanut butter has a WHAT DO FRENCH REALLY THINK ABOUT higher protein content than its real one and only VEGETARIANS? 20% know that shrimp and fresh cheese are high in protein. Upon the occasion of the World Vegetarian Plant-based proteins capture the Day celebrated on October 1, the French attention of the agri-food giants. leader of meal kits delivered at home wanted to fi nd out what French people think about the various consumption modes. A survey Things are already well underway. The trend carried out in 11,134 individuals that shows a towards decreased meat consumption (except certain evolution but no global revolution. for poultry) is taking shape in Western and Sou- A planet exclusively populated by individuals thern Europe. To such an extent that Europe who only eat vegetables is not yet forthcoming. currently is the world’s largest meat substitute Indeed, only 5% of the French indicate they market. The sector is evaluated at €970 million, are vegetarians, which is 91% of the women registering a CAGR of 7% (Source: Euromonitor and 98% of the men interviewed. Furthermore, 2018). Consumers’ interest in these alternative only 12% of French indicate they are solutions goes beyond the group of vegans and interested in vegetarian food consumption. vegetarians. They are also of interest for fl exitarian As the introduction of specifi c vegetarian menus consumers, whose food choices generally favour is in the news, it seems that the French are vegetable-origin foods. divided on this subject. 40% of respondents say The players in the plant-based protein sector are they agree with having meat-free recipes in the arousing the envy of the largest agri-food com- menus of cafeterias or restaurants, although the panies. The agri-food industry is driven by three vast majority is not favourable to this initiative. main factors: For 95% of the French, human beings •Opportunity to gain access to a strong- 014 are not at all meant to limit themselves growth market. to a strictly vegetarian diet. Meat substitutes and plant-based juices/milks Even if they already accounted for 34% in 2017 and creams have strong growth rates. Their global (source Kantar Worldpanel), over 39% of the French sales are increasing twofold faster than the sales say they are Flexitarians in 2018, namely they are of processed meat. They have increased by 8% trying to reduce their animal protein consumption. per year since 2010 reaching nearly two billion Nevertheless, the fi rst position is still occupied by dollars (source: Bloomberg Intelligence). In the omnivores, which account for 57%. The remaining United States, sales of plant-based beverages 4% are shared amongst vegetarians (2.1% and foodstuffs rose by 14.7% between 2016 and as compared to 2% back in 2017), carnivores 2017. They are expected to reach almost €3.6 (0.1%), vegans (0.5%) and veganists (0.9%). billion by 2022. Plant-based juices/milks account The main reason that drives the French to eat for 7.5% of the global milk market in the United less meat is health-related, above all. This is what 57% of respondents answered, indicating States. In light of these fi ndings, Danone took that they are trying to improve their health. 30% over in 2017 the American company Whitewave do it for fi nancial reasons and the ideological Food, owner of several brands in the categories of or environmental aspect counts for only 11% plant-based foods, coffee creamers & beverages of the French. In fact, 98% of women and 99% and organic produce for $12.5 billion. During of men consider that the consumption of only the same year, Nestlé acquired the American one kind of foods may be harmful to health. Sweet Earth, leading plant-based food manu- Even if they approve of the need to eat meat, facturer, expecting an increase of over fi ve billion the French seem to be very supportive of dollars in the U.S. market for vegan produce by animal welfare. 89% of women and 92% of 2020. “In the United States, we’re experiencing men are convinced that animal welfare and a consumer shift toward plant-based proteins. meat consumption may be reconciled. As many as 50 percent of consumers now are seeking more plant-based foods in their diet and 40 percent are open to reducing tehir tradi ionalt meat consumption,” said Paul Grimwood, Nestlé USA Chairman and CEO (see Box 6). Without ■ / Octobre - Novembre - Décembre 2018 / N°65 / L’Actualité des Ingrédients Fonctionnels & Santé