The New Products People Want to Buy... And Why Plant-Based Products JANUARY 2017
What we saw this week According to Mintel s 2017 Food and Drink trend Power to the Plants, the preference for natural, simple and flexible diets will drive further expansion of vegetarian, vegan and other plant-focused formulations. Out of the US plantbased* product launches in 2016, we identified the top 10 products with the highest purchase intent and why consumers want to buy them.»» There is a challenge and an opportunity for manufacturers to communicate and deliver on taste. While 63% of consumers perceived the top 10 US plant-based products as tasty, the aggregate of all plant-based products only scored for tastiness. For comparison, the aggregate of all US food and drink products scored 53% for tasty perception.»» Fruits, vegetables, nuts, seeds and grains are cornerstones of a healthier and cleaner lifestyle, a sky-rocketing interest among US consumers. This is great news for plant-based products, which, when compared to all US food and drink products, are perceived as more natural (68% vs 41%) and healthy (68% vs 39% all).»» While plant-based products are perceived as healthier and more natural than regular products, price is definitely a barrier. Verbatims for products with low purchase intent consistently mentioned a price-related reason as a deterrent to purchase in spite of the perceived benefits and attributes of these products. 10 0 20 30 40 50 60 100 28% average purchase intent score across all US food & beverage launches with plant based or plant protein in the product description launched January December 2016 *Plant-based is defined as any product listing plant based or plant protein in the product description from January - December 2016. 70 80 90 2
Top New Plant Based or Plant Protein Product Launches based on Purchase Intent, Jan Dec 2016 71% 64% 48% 68% 46% 63% 45% 60% 1 2 3 4 5 Kashi Cheez-It GOLEAN Crunch Cereal Original Reduced Fat Baked Snack Crackers Kashi Planters GOLEAN Holiday Plant Nut Power Crunch Honey Pecan Baklava Plant Powered Bars Snyder s Kashi GOLEAN of Hanover Toasted Dark Chocolate Berry Crisp Holiday Cereal Pretzel Shapes with Hershey s Special Dark Saffron Ghirardelli Road Rosemary Peppermint Herb Brownie Oven Baked Milk Lentil Chocolates Crackers 60% 45% Kashi Ghirardelli GOLEAN Honey Dark Chocolate Almond Flax Peppermint Crunch Cereal Bark 60% 45% 45% 60% 45% 60% 44% 58% 6 7 8 9 10 Kashi Ghirardelli GOLEAN Salted Dark Chocolate & Nuts Plant-Powered Bars Holiday Limited Edition Milk & White Chocolate Assortment Pro Starbucks Bar Base Chocolate Double Chocolate Bliss Protein Hot Cocoa Bar Brad s Kit Plant KatBased Original Tortilla Chips Crisp Wafers in Milk Chocolate Kashi Ferrero GOLEAN Fine Assorted Plant Power Confections Peanut Hemp Crunch Plant Powered Bars 44% 57% PURCHASE INTENT Ancient Harvest Utz Organic Holiday Supergrain Shaped Pasta Pretzels Gluten-Free Penne 3
Product Spotlight Cheez-It Kashi Original GOLEAN Reduced Fat Baked Crunch Snack Cereal Crackers 64% of consumers say they 72% intend of consumers to buy this product. agree this product seems fun. product seems tasty. 63% product seems exciting. product seems filling. Great mixture of health and taste. Excellent design and ingredient Another mixture. good holiday - MALE, snack NORTHEAST, for guests. 35-54 - FEMALE, WEST, 55+ Convenient for a quick meal, has protein and fiber. This packaging is attractive. MALE WEST, 18-34 - FEMALE, NORTHEAST, 35-54 Attribute Association 33% 31% 25% 24% 25% 44% 40% 39% 40% 37% 34% 29% 29% 29% 30% 26% 23% 23% 21% 13% 13% 10% 10% 8% 12% 7% Refreshing Filling Good value Convenient Fun Environmentally friendly Appealing packaging Indulgent treat Original Crunch Reduced Cereal Fat Baked Snack Crackers Wheat Cold Cereals & Other Grain-Based Snacks 4
Product Spotlight Cheez-It Saffron Original Road Reduced Fat Rosemary Baked Snack Herb Crackers Oven Baked Lentil Crackers 45% of consumers say they 61% intend of consumers to buy this product. agree this product seems fun. product seems tasty. 51% product seems exciting. product seems filling. It sounds good. It would be healthier than regular chips. Another good holiday snack for guests. - FEMALE, WEST, 55+ - FEMALE, MIDWEST, 35-54 Seems healthy and worthy of snacking. - FEMALE, WEST, 18-34 This packaging is attractive. MALE WEST, 18-34 Attribute Association 12% 10% 10% 9% 31% 26% 25% 25% 19% 19% 17% 40% 37% 39% 31% 26% 26% 10% 12% 8% 7% 38% 29% 29% 25% 37% 30% 23% 21% Refreshing Filling Good value Convenient Fun Environmentally friendly Appealing packaging Indulgent treat Original Rosemary Reduced Herb Fat Baked Oven Baked Snack Crackers Lentil Crackers Wheat & Bean-Based Other Grain-Based Snacks Snacks 5
MINTEL PURCHASE INTELLIGENCE We know the new products people want to buy and why. Every day we benchmark consumer reactions to every new launch so you can immediately unlock what is driving purchase decisions. The combination of Mintel s product intelligence and consumer research creates a unique picture how to succeed when developing, launching and selling a new product. Go beyond purchase intent with data and insight on the key product attributes consumers care about such as taste, healthiness, price, brand and more. Using groundbreaking new survey design, advanced gamification techniques and interface, Mintel Purchase Intelligence delivers rapid, reliable and high quality consumer opinion on every reported new food and drink product in the US. Engineered to deliver an industrial scale of data with impressive speed. So, how do we do it? 1. We start with the food and drink new product data we capture on GNPD. (The world s leading global new product database.) This on its own accounts for more than 18,000 detailed US records. 2. We feed this data, with accompanying imagery, into our pioneering survey delivery, sampling and quota management Engine. 3. This is then sent out to our US consumer panel. Our bespoke panels are representative of the entire US population and can be broken down by age, gender, region and ethnicity. You can also filter data by income, presence of children in the home and shopper status among many other factors. 4. Once completed, each survey is processed, producing actionable and benchmarkable data and analysis you can trust in a matter of 96 hours. With 100 consumers evaluating each product, Purchase Intelligence has nearly 2 million unique consumer perspectives at your fingertips. THE WORLD'S LEADING MARKET INTELLIGENCE AGENCY Our expert analysis of the highest quality data and market research will help you grow your business. READ MORE AND REQUEST A DEMO 2017 Mintel Ltd. All rights reserved. Confidential to Mintel.