Supermarket Perimeter - December 2019 - 9

GENERATIONAL
DIFFERENCES
Chicago-based McMillan Doolittle. "And I think it will continue to grow
significantly as the next generation of consumers is much more aware
and interested about where their food is coming from."
While the number of Americans who identify themselves as vegetarian/vegan isn't high (about 5% vegetarian and 2% vegan), Stern says that
many more consumers identify as flexitarians and are starting to build
plant-based options into their diets.
Another driving factor, Stern says, is growing awareness of the negative impact protein-based diets can have on the environment.
The overall size of the plant-based market is around $4.5 billion today,
and it's scheduled to grow to $6 billion or so by 2023, according to a
2019 plantbasedfoods.org market analysis.
"It's just getting started," Stern says. "Consumer trends and food technology are still evolving."

I think it will continue
to grow significantly as the
next generation of consumers
is much more aware and
interested about where their
food is coming from."
Neil Stern, McMillan Doolittle
Multi-channel trend
As recently as two years ago, plant-based was a still a niche market, says
Bill Bishop, chief architect and co-founder of Barrington, Illinois-based
Brick Meets Click.
Now, concerns about health and environmental impact have catapulted plant-based into full-blown trend status - particularly at the high
end of the food market.
"It's come in and kind of occupied a significant part of the premium
market for protein," Bishop says.
The timing, he adds, is not the best for the traditional protein market.
Tariffs and other forces beyond producers' control has slowed international demand for meat. "It doesn't take a huge amount of diversion of
demand to have some downward pressure on price," Bishop says.
One of the most interesting things about the plant-based phenomenon, is the simultaneous impact it seems to be having on both foodservice and retail.
"Very often, we don't see a trend impacting both at same time," he
says. "Most of the time foodservice leads and grocery follows. The fact
that you have both going at the same time is testimony to the strength
of consumer interest."

A new study by the Port Washington, New
York-based NPD Group looks at whether surging
demand for plant-based foods is a passing fad or a
long-term trend.
"The answer depends on the consumer and their
reasons for consuming plant-based foods in the
first place" is the company's conclusion.
Millennials, born 1981-1996, are the top consumers of plant-based meat alternatives, according
to the study, The Future of Plant-based Snapshot.
"This generational group has adopted plantbased meat alternatives as a way to indulge sensibly while addressing their long-term health goals
and animal treatment concerns."
Gen Xers, born 1965-1980, are also a core
consumer group of plant-based meat alternatives,
and because many in this group are parents of Gen
Zs, born 1997 to present, they've been raised on
plant-based beverages and foods.
"Boomers are decelerating their consumption
of plant-based meat alternatives but are the top
consumers are plant-based dairy alternatives,"
according to NPD. 
Since the core consumer groups for plantbased dairy and meat alternatives are younger,
NPD forecasts that plant-based foods, to varying
degrees, do have staying power. NPD's study also
finds that plant-based food consumption is not
about rejecting traditional protein sources as about
90% of plant-based users are neither vegetarian
nor vegan, noting that consumers want options.
"First and foremost, taste is king when
considering entering the plant-based food
category," says Darren Seifer, NPD food and
beverage industry analyst. "Attributes such
as health and convenience go far to drive
consumption, but if the flavor profile falls below
consumers' expectations, then the product will
likely have a short run. Whether it's marketing
a plant-based burger that reproduces the meateating experience or a dairy alternative that has
the taste and texture of milk, consumers now have
substitution without sacrifice."

A much-needed industry boost
Jim Hertel, senior vice president of Chicago-based Inmar Analytics, says
that in an industry where growth is hard to come by, plant-based foods
DECEMBER 2019 - 9


http://www.plantbasedfoods.org

Supermarket Perimeter - December 2019

Table of Contents for the Digital Edition of Supermarket Perimeter - December 2019

Supermarket Perimeter - December 2019
Editor's Note - Planting their flag
Contents
The Wire - Walmart revamping produce departments
Grocery fresh food sales soar
Consumers more interested in sustainability
Plant power
GENERATIONAL DIFFERENCES
TRENDING UP
DISPLAY CASE 101
Bakery - Brownies
Deli - Ethnic trends
GLOBAL CHEESES MOVING MAINSTREAM
Meat & Poultry - Nutrition labeling
Value-added
PORK: A VALUE-ADDED STAR
Produce - Imported fruits & vegetables
NEW VARIETIES, NEW MARKETS
Imported fruit: a winter forecast
PEPPERS
FRESH LOBSTER: FROM FOODSERVICE TO RETAIL
Food safety - Employee wellness
Commissary Insider - PEELERS
SPOTLIGHT - ENTREES
RESTAURANT ENTRÉE SALADS INSPIRE NEW FRESH EXPRESS LINE
Product Showcase
Advertisers
Fresh Takes
Supermarket Perimeter - December 2019 - Supermarket Perimeter - December 2019
Supermarket Perimeter - December 2019 - Supermarket Perimeter - December 2019
Supermarket Perimeter - December 2019 - 2
Supermarket Perimeter - December 2019 - Editor's Note - Planting their flag
Supermarket Perimeter - December 2019 - Contents
Supermarket Perimeter - December 2019 - 5
Supermarket Perimeter - December 2019 - Consumers more interested in sustainability
Supermarket Perimeter - December 2019 - 7
Supermarket Perimeter - December 2019 - Plant power
Supermarket Perimeter - December 2019 - GENERATIONAL DIFFERENCES
Supermarket Perimeter - December 2019 - 10
Supermarket Perimeter - December 2019 - 11
Supermarket Perimeter - December 2019 - 12
Supermarket Perimeter - December 2019 - 13
Supermarket Perimeter - December 2019 - 14
Supermarket Perimeter - December 2019 - 15
Supermarket Perimeter - December 2019 - TRENDING UP
Supermarket Perimeter - December 2019 - 17
Supermarket Perimeter - December 2019 - DISPLAY CASE 101
Supermarket Perimeter - December 2019 - 19
Supermarket Perimeter - December 2019 - 20
Supermarket Perimeter - December 2019 - 21
Supermarket Perimeter - December 2019 - Bakery - Brownies
Supermarket Perimeter - December 2019 - 23
Supermarket Perimeter - December 2019 - 24
Supermarket Perimeter - December 2019 - 25
Supermarket Perimeter - December 2019 - Deli - Ethnic trends
Supermarket Perimeter - December 2019 - GLOBAL CHEESES MOVING MAINSTREAM
Supermarket Perimeter - December 2019 - 28
Supermarket Perimeter - December 2019 - 29
Supermarket Perimeter - December 2019 - Meat & Poultry - Nutrition labeling
Supermarket Perimeter - December 2019 - 31
Supermarket Perimeter - December 2019 - Value-added
Supermarket Perimeter - December 2019 - PORK: A VALUE-ADDED STAR
Supermarket Perimeter - December 2019 - 34
Supermarket Perimeter - December 2019 - 35
Supermarket Perimeter - December 2019 - Produce - Imported fruits & vegetables
Supermarket Perimeter - December 2019 - NEW VARIETIES, NEW MARKETS
Supermarket Perimeter - December 2019 - 38
Supermarket Perimeter - December 2019 - Imported fruit: a winter forecast
Supermarket Perimeter - December 2019 - PEPPERS
Supermarket Perimeter - December 2019 - 41
Supermarket Perimeter - December 2019 - 42
Supermarket Perimeter - December 2019 - 43
Supermarket Perimeter - December 2019 - FRESH LOBSTER: FROM FOODSERVICE TO RETAIL
Supermarket Perimeter - December 2019 - 45
Supermarket Perimeter - December 2019 - Food safety - Employee wellness
Supermarket Perimeter - December 2019 - 47
Supermarket Perimeter - December 2019 - 48
Supermarket Perimeter - December 2019 - Commissary Insider - PEELERS
Supermarket Perimeter - December 2019 - 50
Supermarket Perimeter - December 2019 - 51
Supermarket Perimeter - December 2019 - SPOTLIGHT - ENTREES
Supermarket Perimeter - December 2019 - RESTAURANT ENTRÉE SALADS INSPIRE NEW FRESH EXPRESS LINE
Supermarket Perimeter - December 2019 - 54
Supermarket Perimeter - December 2019 - 55
Supermarket Perimeter - December 2019 - Product Showcase
Supermarket Perimeter - December 2019 - Advertisers
Supermarket Perimeter - December 2019 - Fresh Takes
Supermarket Perimeter - December 2019 - 59
Supermarket Perimeter - December 2019 - 60
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