Protein Consumption in Emerging Markets
Darren Seifer Food & Beverage Industry Analyst
Presented to the Protein Trends & Technologies Seminar May 2015
Copyright 2015. The NPD Group, Inc. All Rights Reserved. This presentation is Proprietary and Confidential and may not be disclosed in any manner, in whole or in part, to any third party without the express written consent of NPD. The NPD Group, Inc. | Proprietary and Confidential The NPD Group, Inc. | Proprietary and Confidential 2 Agenda
Topic 1 — Description of the study Topic 2 — The U.S. is a different market Topic 3 — Proteins consumed Topic 4 — Health issues can be opportunities Topic 5 — What motivates food selections Topic 6 — Concerns of the food preparer Q&A
The NPD Group, Inc. | Proprietary and Confidential 3 Description of the Study
The NPD Group, Inc. | Proprietary and Confidential 4 Countries Examined
Russia
China
Mexico
India
Brazil
BRIMC
The NPD Group, Inc. | Proprietary and Confidential 5 Study Design
Dimension Description Field period • March / April 2013
Study scope • Respondents report about “yesterday”; study captures weekdays and weekends • Occasions in-home and away; “end dish” foods and beverages consumed (name of dish captured in consumer language and category classifications); study did not capture additions / toppings or ingredients to end dish foods
Methodology • Mix of online and offline data capture as appropriate by country
Sample Design • 5 countries: Brazil, Russia, India, Mexico, China; plus U.S. • 1000 completes per country (individuals) • Adults and Children • Regionally dispersed within a country; sample in / near major metropolitan areas (see below) • Reporting sample is weighted to the following dimensions based on populations targets: age, gender, and household size. The sample is also weighted to returns for household income, household education, and geography to maintain distributions.
Geographies • Brazil: Brasilia, Porto Alegre, Sao Paulo, Recife • Russia: Moscow, Saint Petersburg, Novosibirsk, Yekaterinburg • India: Delhi, Mumbai, Chennai, Kolkata • Mexico: Mexico City, Merida, Monterrey, Guadalajara • China: Beijing, Shanghai, Guangzhou, Chengdu • US: South, Northeast, North Central, and West
The NPD Group, Inc. | Proprietary and Confidential 6 The U.S. is a Different Market
The NPD Group, Inc. | Proprietary and Confidential 7 Percent of Occasions by Where Consumed Across the BRIMC countries, the majority of food and beverage consumption occasions take place in the home.
AWAY FROM IN HOME HOME
23 22 26 31 24 39
77 78 74 69 76 61
Brazil Russia India Mexico China US
Source: The NPD Group / International Food & Beverage Habits Study, March/April 2013
The NPD Group, Inc. | Proprietary and Confidential 8 Percent of In-Home Meals Homemade/Partially Homemade Consumers in BRIMC countries tend to be more hands-on with their meal preparation compared to those in the U.S.
85
70 65 62 58
44
Brazil Russia India Mexico China U.S.
Source: The NPD Group / International Food & Beverage Habits Study, March/April 2013
The NPD Group, Inc. | Proprietary and Confidential 9 Meal Preparation Responsibility In most of the BRIMC countries, men are less involved in meal preparation compared to the U.S.
Females Males
83 78 81 75 70 76 53 52 34 33 33 38
Brazil Russia India Mexico China US
Source: The NPD Group / International Food & Beverage Habits Study, March/April 2013
The NPD Group, Inc. | Proprietary and Confidential 10 The Most Important Meal of the Day The midday meal in the BRIMC countries has greater importance compared to the U.S.
70
60
50
40 Morning meal 30 Midday meal Evening meal 20
10
0 Brazil Russia India Mexico China US % of individuals who say midday meal is the most important of the day Source: The NPD Group / International Food & Beverage Habits Study, March/April 2013
The NPD Group, Inc. | Proprietary and Confidential 11 Average number of food and beverage items consumed at main meal occasions In certain areas of the world, it’s the afternoon main meal that is most likely to have side dishes.
MEAL COMPLEXITY Brazil Russia India Mexico China US Morning 2.6 2.6 2.4 2.7 2.1 2.4 Midday 3.5 3.0 2.8 3.1 2.6 2.5 Evening 2.6 2.7 2.6 2.3 2.7 2.8
Source: The NPD Group / International Food & Beverage Habits Study, March/April 2013
The NPD Group, Inc. | Proprietary and Confidential 12 Proteins Consumed in BRIMC Countries
The NPD Group, Inc. | Proprietary and Confidential 13 Protein Categories
The NPD Group, Inc. | Proprietary and Confidential 14 Percent of Meals with a Protein Category Protein categories are consumed less often in India.
46 47 44 43 39
26 24 Meal 20 18 17 Between Meal 13 9
Brazil Russia India Mexico China US
Source: The NPD Group / International Food & Beverage Habits Study, March/April 2013
The NPD Group, Inc. | Proprietary and Confidential 15 Percent of Meal Occasions with Protein Compared to the U.S., most BRIMC consumers eat protein more often earlier in the day.
Morning Midday Evening
62 62
52 50 50 51 46 46 41 40 34 30 26 27 27 23 17 18
Brazil Russia India Mexico China US
Source: The NPD Group / International Food & Beverage Habits Study, March/April 2013
The NPD Group, Inc. | Proprietary and Confidential 16 Health Issues in Certain Areas Can Be Opportunities for Protein Products
The NPD Group, Inc. | Proprietary and Confidential 17 World Health Organization Anemia Policy TARGET: 50% reduction of anemia in women of reproductive age by 2025
■ Anemia is a condition in which the number and size of red blood cells, or the hemoglobin concentration, falls below an established cut-off value, consequently impairing the capacity of the blood to transport oxygen around the body. Anemia is an indicator of both poor nutrition and poor health. ■ The prevalence of anemia was highest in south Asia and central and west Africa. While the causes of anemia are variable, it is estimated that half of cases are due to iron deficiency.
Source: World Health Organization (WHO)
The NPD Group, Inc. | Proprietary and Confidential 18 Sources of Dietary Iron Many of the top sources of iron are also protein sources
Very Good Sources of Iron* Good Sources of Iron* 3 ounces of beef or chicken liver 3 ounces of cooked beef 3 ounces of clams, mollusks, or 3 ounces of canned sardines, canned mussels in oil 3 ounces of oysters 3 ounces of cooked turkey
Source: WebMD http://www.webmd.com/diet/iron-rich-foods
The NPD Group, Inc. | Proprietary and Confidential 19 Worldwide Obesity Rates - Adults Certain Latin American countries are just behind the U.S. with adult obesity
Source: World Health Organization (WHO)
The NPD Group, Inc. | Proprietary and Confidential 20 Worldwide Underweight Rates - Adults India is one of the few countries with an underweight population.
Source: World Health Organization (WHO)
The NPD Group, Inc. | Proprietary and Confidential 21 What Motivates Food Selections
The NPD Group, Inc. | Proprietary and Confidential 22 Protein Meal Motivations Good taste and convenience are top motivations when making a protein meal. Chinese protein diners are also likely to state health as a key motivator.
0 10 20 30 40 50 60
Taste
Convenience
Health
Value
Brazil Russia India Mexico China US
Source: The NPD Group / International Food & Beverage Habits Study, March/April 2013
The NPD Group, Inc. | Proprietary and Confidential 23 “Was a traditional family dish” The importance of traditional family dishes is ranked highest by consumers in Brazil (more likely in the morning) and China (more likely in the evening).
% of food eatings Brazil Russia India Mexico China US at occasion
Total Occasions 23% 12% 26% 13% 23% 8%
Morning Meal 30% 15% 22% 12% 14% 8%
Midday Meal 24% 11% 31% 19% 26% 5%
Evening Meal 22% 13% 31% 11% 31% 14%
Between Meals 16% 7% 16% 7% 11% *
• Vegs/Legumes • Rice • Soup, Stew • Breads • Breads • Breads • Rice • Bread • Breads • Rice • Soup, Stew • Vegs/Legumes Top 5 Foods for • Meat • Vegs/Legumes • Cereal - hot • Vegs/Legumes • Vegs/Legumes • Pasta/Noodles • Soup, Stew Motivation: • Meat • Potatoes • Soup, Stew • Meat • Poultry • Fish, Seafood • Fruit • Vegs/Legumes • Potatoes • Eggs, Omelets • Meat • Pasta/Noodles
* = low base size Source: The NPD Group / International Food & Beverage Habits Study, March/April 2013
The NPD Group, Inc. | Proprietary and Confidential Concerns of the Food Preparer
The NPD Group, Inc. | Proprietary and Confidential 25 Top Challenges Consumers Face Top challenges touch fundamental issues.
Having enough Obtaining foods that Preparing money to pay for the are safe healthy, balanced groceries I need to eat meals ■ BRAZIL (27%) ■ RUSSIA (18%) ■ INDIA (19%) ■ MEXICO (15%) ■ CHINA (31%) ■ US (20%)
Source: The NPD Group / International Food & Beverage Habits Study, March/April 2013
The NPD Group, Inc. | Proprietary and Confidential Consumption patterns move like plate tectonics
The NPD Group, Inc. | Proprietary and Confidential https://www.flickr.com/photos/mookies/ 27 In Summary
■ Look at aid South Asians with their anemia issues ■ Understand that not all proteins are treated the same and can be used at different day parts depending on the country ■ Keep health, costs, and safety in mind as these are top concerns in many countries ■ Use fact-based decisions when promoting in these key markets
The NPD Group, Inc. | Proprietary and Confidential 28 Thank You
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