Proteins\ Marché - N°65 Which of the following practices suits you the best? BENCHMARK Answers Total Women Men Quitoque Omnivore (eating all kinds of foods) 57.3 54.2% 60.5% Is the French leader Vegetarianism (no meat but may include certain animal-origin foods) 2.1% 2.8% 1.5% of meal kit deliveries. The subscribers Carnivore (only meat) 0.1% 0.1% 0.1% receive every week Vegan (only plant-origin foods) 0.5% 0.6% 0.5% a box containing the ingredients and Veganist (abstaining from the use of any animal-origin product) 0.9% 0.9% 0.8% recipes necessary Flexitarianism (reduced consumption of animal proteins) 39.1% 40.1% 38.2% for 4 or 5 meals.The recipes are created by Chef Céline Nguyen, co-founder going as far as making new acquisitions, some fi nancial investments and large-scale breeding of the brand; they major players have decided to incubate start-ups, methods. These are signifi cant barriers to the are easy, original and balanced. Enjoying just like PepsiCo, which supports (counselling market entry of small companies, which therefore strong-growth, and grant of €20,000) the French start-up Gryö fi nd more opportunities on the market for plant- Quitoqueaims to (snacks formulates with seaweeds, hemp protein become “a genuine based proteins. In fact, vegetable alternatives alternative to daily and cricket flour), the British Nibble Protein and their development are perfectly in line with shopping”. (gluten-free, vegan bites rich in pea protein) and what start-ups are looking for. Methodology the Israeli company Yofi x (soy-free alternatives Having said that, animal proteins still account for 11,134 individuals to dairy desserts for vegans). the largest share of the food market in the Euro- representative of the French population, 18 pean Union, which is dominated by the large agri- years or older. Online •Improving the image of the company food companies. In fact, the demand for animal survey carried out on the proprietary Following the trend towards plant-based pro- protein is rapidly rising outside the European panel Buzzpress ducts is also an opportunity to improve one’s Union, especially in regions recording signifi cant France, according to image amongst consumers and shareholders. demographic growth, such as Africa and Asia. It the quota sampling technique, from 24 Thus, a large number of brands that have started is precisely the Asian demand that drives a signi- to 28 September in the meat industry, such as Vivera, Rügenwalder fi cant part of the revenues of Friesland Campina 2018. Profi les: 52% Mühle, Herta (Nestlé) or Le Gaulois Végétal (LDC) and Danish Crown. Finally, Europe benefi ts from of men and 48% 015 of women. All the are launching in parallel to their meat-based most favourable conditions (climate, territory...) information provided ranges, 100% plant-based ranges whose still- for the production of animal proteins. by the respondents is declarative. modest revenues are not their fi rst motivation. A constantly growing market •Overcoming the obstacles raised by a strict regulation The global market for plant-based protein Across the European Union, the standards for the products is estimated at €9.8 billion in 2018 production of animal origin foods require heavy and is expected to rise by 5.5% per year in FRANCE: WHERE CAN WE FIND PLANT-BASED PROTEINS? Every two years, the Group for the Study and Promotion of Vegetable Proteins (GEPV) references all the vegetable protein products. The report that covers 4,635 products referenced in stores in 2017 (there were only 1,200 in 2009) indicates that the most commonly used vegetable proteins are wheat (68%) followed by soy (21%), different blends of vegetable proteins (12%), peas (8%), beans (4%) and lupin (1%). Three percent of these products (namely 152 references) are meat substitutes. They are mainly based on soy or wheat and are generally available in the vegetarian food department for “savoury deli and grocery products” (34%), “sweets” (25%) and “bakery and pastry” products (15%). “Plant-based catering” products generated €5.9 billion revenues in April 2017 (+6.4 within 1 year). Finally, 53% of products bear a nutrition claim such as “rich in protein” or “source of fi bres”. News on Functional & Health Ingredients \ N°65 \ Otctober - November - December 2018 \ ■