Overview of the Plant-Based Sector Market Trends Carole Bingley Customer Focused, Science Driven, Results Led
Overview Introduction to RSSL Vegan/vegetarian/flexitarian diets setting the scene Labelling and claims The rising trend Market products - Established brands - New launches 2
Who Are We? We have been in operation since 1987 We have three sites based on Reading University campus We employ >330 staff within our 9 different laboratory teams 3
What Do We Do? We provide science and technology outsourcing services to the global FMCG and pharmaceutical industries We understand the needs and issues of the industry As a partner laboratory we work closely with our clients to provide scientific solutions to help resolve problems and grow their business We are: Customer Focused, Science Driven, Results Led 4
Our Expertise We support with: Food & drink product development R&D analytical support Product and contaminant analysis Problem solving and investigative analysis Training and consultancy support 5
Vegan/Vegetarian/Flexitarian Diets 6
Differences Vegan, Vegetarian, Flexitarian Vegan Vegetarian Flexitarian Meat Fish ( ) Eggs Dairy Gelatine Honey Grains, Pulses, Nuts, Seeds, Fruit & Vegetables 7
Labelling No legal definitions for vegan and vegetarian Companies tend to develop their own criteria but this can differ from one company to the next The absence of a legally binding definition of the term vegetarian and vegan in food labelling has been identified as a problem by the EU and the FDA - Consumers who may be allergic to milk and/or egg may assume that a product labelled vegan is safe - FDA has concerns regarding labelling of some plant based products, e.g. milk alternatives, which may lead the consumer to believe those products have same nutritional benefits as dairy products - In the EU the nutritional value is not a concern as in June 2017 the European Court of Justice ruled that purely plant-based products cannot be marketed with names such as milk, butter, cream or yoghurt 8
Vegetarian/Vegan - Voluntary Claim As no legal definition exists vegan/vegetarian are recognised as voluntary claims and therefore in the EU in accordance with the regulation on the provision of food information to consumers 1169/2011 Article 36.2, information labelled on a voluntary basis shall meet the following requirements: - it shall not mislead the consumer as referred to in Article 7 - it shall not be ambiguous or confusing for the consumer, and - it shall, where appropriate, be based on relevant scientific data The European Commission says it will begin the process of establishing a legal definition of vegan and vegetarian food in 2019 9
Vegetarian/Vegan Society Trademark Criteria that must be met: Free from any ingredient resulting from slaughter Only free-range eggs are used No cross-contamination during production GMO-free No animal testing carried out or commissioned Criteria that must be met: Free from animalderived ingredients No crosscontamination during production GMO-free No animal testing carried out or commissioned Criteria that must be met: The manufacture and/or development of the product, and where applicable its ingredients, must not involve, or have involved: the use of any animal product, by-product or derivative. testing of any sort on animals contain any GMOs derived from animal genes or animalderived substances 10
Market Trend 14% of global vegan launches were in the UK (June 2017-June 2018) 11
Rising Trend The Vegan Society found there are 600,000 vegans in GB in 2018 (1.16% of the population) The number of vegans quadrupled between 2014 and 2018 In the US, research firm Global Data has found 6% of people in the US now identify as vegans which is up from just 1% in 2014 The Veganuary campaign grew by 183% this year with 168,500 participants (3,300 in 2014) 12
Why People are Eating Less Meat 13
Plant Based Innovation Innova reports that plant-based product claims increased by 62% globally (CAGR, 2013-2017) Global sales of dairy alternative drinks has risen substantially with the market set to reach US$16.3bn in 2018 with actual launches more than doubling in the last 5 years In the meat substitutes market plant-based eating is set to grow sales to US$4.2bn by 2022 The rise in vegan, vegetarian and flexitarian lifestyles has contributed to 11% CAGR for NPD for 2013-2017 14
New Product Launches 15
Summary No legal definition for vegan/vegetarian currently exist but likely to change Increasing numbers of people are identifying as vegan/vegetarian or reducing their meat intake Consumer appetite for plant based foods shows no sign of slowing and the industry is responding to the demand Rapid rate of innovation across all sectors 16
Thank you for your attention carole.bingley@rssl.com www.rssl.com 17