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Customized Report Service - Pea protein markets: North America and Europe

November 2019

Executive Summary

The pea protein market, along with other vegetable protein substitutes to animal protein has been growing for a number of years as consumers in developed economies like the European Union (EU), United States (US), and Canada become more health conscience.

While animal proteins and soybean protein continue to dominate the North American and European food markets, pea protein is increasingly becoming a competitor to alternative protein crops such as soy. Meat protein alternatives are growing rapidly, with demand from all over North America and Europe.

A growing number of young European and American consumers are looking for simpler labels, delicious taste and alternative protein sources to accommodate personalized nutritional choices that could accelerate the growth of the pea protein market. Pea protein contains all the essential amino acids and helps to improve blood circulation and calcium absorption, manage weight, stimulate metabolism, maintain muscle health and regulate blood sugar levels.

Summary

Pea protein in North America and Europe is increasingly being used in the food and beverage industry, as it is being driven by the rising demand for healthy ingredients within processed food products. Major brands have begun to experiment with plant-based offering have experienced positive outcomes by an increasingly broad consumer base and the general public is appeal for plant-based protein products. As other plant-based ingredients and food products are becoming more mainstream, the pea protein market in North America and Europe is expected to be stimulated by the popularity of meat alternatives, dietary supplements, snacks and pet food product categories. According to Allie Market Research, the global pea protein market was valued at $32.09 million in 2017, and is projected to reach $176.03 million by 2025, registering a Compound Annual Growth Rate (CAGR) of 23.6% from 2018 to 2025. Pea protein isolate was the largest segment of the pea protein industry in 2018, due to its application as a food supplement in the sports nutrition industry and its use as a texturizing agent in meat products.

The increased use of pea protein within the processed food industry in North America and Europe can be attributed to increasing health awareness, an increase in the number of cases related to lifestyle-related diseases such as obesity and an increased environmental awareness. Pea protein helps to improve blood circulation and calcium absorption, weight management, it boosts metabolism, it maintains healthy muscles, and regulates blood sugar. In addition, pea protein is naturally free of gluten, nuts, and wheat, making it a healthy alternative for consumers with celiac disease and food allergies.

The many elements mentioned above are some of the factors that influence individuals, especially those under 35 or families adopting a vegetarian/vegan diet, or a diet that focus on lowering intake of animal-based protein and individuals looking for food products that support their active lifestyle.

Mega-key trends within the North American and the European pea protein markets

Sport nutrition

High protein products are very popular with Millennials (1981-1996) and Gen Z (1997-Present) in North America and Europe. The demand for "plants" combined with the demand for "protein" in food and beverages should pave the way for a promising future for vegetable protein-based ingredients including pea protein. An example of new sports nutrition products containing pea protein isolate:

Choc coconut & cashew bar

Source: Mintel 2019
Brand PhD Smart Plant Bar
Sub-category Snack/cereal/energy bars
Market United Kingdom
Location of manufacture United Kingdom
Store type Internet/mail order
Date published July 2019
Launch type New variety/range extension
Price in local currency £2.49
Price in US dollars 3.13

PhD Smart Plant Bar Choc Coconut & Cashew Bar is now available. It is described as a 100% natural, delicious coconut and cashew flavoured bar with soya crisps in a dairy free chocolate coating, with natural sweeteners. The vegan product is free from gluten, low in sugar with only 1.9 grams (g), and high in protein with 23g plant protein. It retails in a 64g pack bearing the Vegetarian Society logo.

Environment

More traditional protein sources such as meat, dairy products and fish are also perceived and cited by different sources as having a greater impact on the environment. Environmental and animal welfare are also the main reasons many consumers in these markets are gravitating to plant-based proteins. An example of new products containing peas protein isolate claiming to contain no animal ingredients:

Creamy vanilla bean complete protein shake

Source: Mintel 2019
Company PlantFusion
Brand PlantFusion
Sub-category Meal replacements and other drinks
Market United States
Store name Wegmans
Store type Supermarket
Date published June 2019
Launch type New variety/range extension
Price in US dollars 9.99

PlantFusion Creamy Vanilla Bean Complete Protein Shake is naturally flavored, contains four unique plant proteins plus amino acids and is said to provide 100% plant-based complete nourishment. The product provides 20g plant protein, and is claimed to have the following benefits: sustain energy, being packed with high-density plant-based proteins including peas, artichokes and sprouted superfoods; build and repair muscle, with amino acid infused protein blend for complete balance; and is easy to digest, being fortified with digestive enzymes and free from major allergens. The kosher certified product is free from GMO, dairy, wheat, gluten, soy, rice, eggs, peanuts, tree nuts, fish, shell fish, carrageenan, preservatives, artificial colours and artificial flavors. It is suitable for vegans, and retails in a recyclable 44 fluid ounce (fl. oz.) pack with 4 11-fl. oz. recyclable packs, featuring the Facebook, Twitter and Instagram logos.

Health and wellness

Until recently, the growth in the North American and European markets for pea protein was attributed to the booming sports nutrition industry, a sector that allows lucrative opportunities, as the health-conscious consumer base is increasing and they are inclined to pay a premium. This rising awareness among consumers regarding fitness and nutritional food will continue to boost pea protein products to emerge as a nutraceutical supplement in sports nutrition. An example of new products containing pea protein isolates claiming to have functional digestive proprieties:

Dark chocolate sea salt flavoured plant based protein bar

Source: Mintel 2019
Company Tone It Up
Sub-category Snack/cereal/energy bars
Location of manufacture United States
Store name Target
Store type Mass merchandise/hypermarket
Date published May 2019
Launch type New variety/range extension
Price in US dollars 7.99

Tone It Up Dark Chocolate Sea Salt Flavored Plant Based Protein Bar is free from gluten and GMOs, and provides 10g protein and 170 calories per bar. The kosher certified on-the-go product is targeted at women, and is said to make nutrition fun and easy. It retails in a 5.64 ounce (oz.) pack containing 4 1.41-oz. units, and featuring Facebook and Instagram logos.

Pet food

The ongoing trend in North America and Europe toward "humanizing petsFootnote 1" has led to a substantial increase in high-quality pet food spending. Pet owners, especially millennial and Gen Z are trickling down human food spending trends to their pets including ethical spending (environmental sustainability and transparencies), and a bigger focus on health & wellness foods. Health-conscious pet owners in those markets are looking for alternatives to animal-based proteins. These trends have created multiple opportunities for the use of pea protein in pet foods and treats in the U.S and the European markets. An example of new pet food threats containing pea protein isolates:

Blueberry bliss gourmet sweets

Source: Mintel 2019
Company Candy Kittens
Sub-category Pastilles, gums, jellies and chews
Market United States
Location of manufacture Germany
Import status Imported product
Store type Supermarket
Store address Seattle 98101
Date published June 2019
Launch type New variety/range extension
Price in local currency $4.99

Candy Kittens Blueberry Bliss Gourmet Sweets are made with a vegan and dairy free recipe. This fruit gum contains 10% blueberry juice, and retails in a 3.8-oz. pack.

Alternative animal-based dishes

Innovative food companies with new technologies and food processing methods are increasingly releasing new products that mirror the experience of eating a traditional animal-source protein product with plant-source protein products. One of the most recent successes is Beyond Meat, which parallels with strong social media marketing campaigns and has gained traction for this product. More broadly, the nationwide success of this type of products has signaled to food investors and processors that there is opportunity ahead in the alternative-protein market.

Plant-based burger patties

Source: Mintel 2019
Company Beyond Meat
Sub-category Meat substitutes
Location of manufacture United States
Import status Not imported
Store name Costco
Store type Club store
Date published July 2019
Launch type New packaging
Price in local currency $14.79

Beyond Meat The Beyond Burger Plant-Based Burger Patties have been repackaged. This plant-based burger patty is said to be the future of protein and a new breed of burger. It contains 20g of plant protein per serving, contains no soy, gluten, peanuts, tree nuts and GMO, and is said to allow the consumer to feel great about the health, sustainability, and animal welfare. This vegan and kosher certified product retails in a 32-oz. recyclable pack that is printed on 100% recycled paper using soy-based ink and contains eight 0.25 pound (lb.) units. The pack also features cooking instructions and the Facebook, Twitter, Instagram, Pinterest, and Youtube logos.

North America

The unique and positive nutritional profile of pea protein could represent growth opportunities and market shares, among various vegetable proteins, as consumers are searching for plant-based alternatives to meat and dairy in North America and Europe. According to a study conducted by Mintel on 2,000 internet users aged 18+ early 2019: "Younger consumers are drawn to plant-based meals as a healthier alternative. Around half (49%) of younger consumers in North America view plant proteins as healthier than meat-based options, compared with 33% for those aged 55+."(A year of innovation in prepared meals/meal kits in 2019, by Mikolaj Kaczorowski, Innovation Analyst).

The consumption of vegetable protein among Americans, especially millennials and Generation Z, has experienced a rapid transition from being a diet often associated with a specific lifestyle to being part of a popular food subculture. Plant-based protein consumption is rising in popularity along with that of meat substitutes. From 2015 to 2022, the market for meat substitutes in the United States has increased from US$855 million to $1.1 billion. The market for pea-based meat alternatives alone, is expected to grow at a CAGR of 6.7% between 2019 and 2022, reaching nearly US$100 million in value. The most popular substitutes are soy-based foods, which are anticipated to grow at a CAGR of 3.3% between 2019 and 2022 to reach US$870 million (forecasted).

Retail sales of meat substitute products in the United States, by variety of non-animal sourced protein products, value in US$ million, 2015 to 2022 - Historical and forecasts
Category Segment Sub-segment 2015 2018 CAGR* % 2015 to 2018 2019 2022 CAGR* % 2019 to 2022
Single cell protein (Fungi/ mycoprotein) Burgers and grills 3.4 4.3 8.4 4.7 5.8 7.6
Meatballs 2.5 3.3 9.1 3.6 4.5 8.2
Non-formed 1.7 2.1 7.2 2.3 2.8 6.8
Other portions 7.0 8.8 7.8 9.5 11.7 7.2
Sausages 2.3 2.9 8.6 3.2 4.0 7.9
Single cell protein products - total 16.9 21.4 8.1 23.2 28.8 7.5
Soy based Other Overall 602.7 655.2 2.8 678.5 748.1 3.3
Tofu Burgers and grills 2.7 3.1 5.0 3.3 3.8 5.0
Meatballs 30.4 33.1 2.9 34.1 37.2 2.9
Non-formed 2.0 2.2 2.9 2.2 2.5 3.2
Other portions 53.4 59.4 3.6 61.4 68.0 3.4
Sausages 5.3 5.8 3.0 6.0 6.6 3.0
Yuba Other portions 4.1 4.4 2.4 4.5 4.9 2.9
Soy based products - total 700.5 763.2 2.9 790.0 870.9 3.3
Vegetable/plant based proteins Legume based Burgers and grills 23.4 30.8 9.5 33.9 44.5 9.6
Meatballs 5.7 7.1 7.5 7.6 9.2 6.7
Non-formed 7.6 9.1 6.3 9.7 11.7 6.4
Other portions 2.5 2.9 5.6 3.1 3.7 5.8
Sausages 6.7 8.0 6.5 8.6 10.4 6.6
Other Overall 0.9 1.2 10.9 1.3 1.7 9.5
Pea based Burgers and grills 25.6 32.3 8.1 35.0 43.8 7.8
Meatballs 6.9 8.4 6.8 8.9 10.8 6.4
Non-formed 11.6 13.9 6.2 14.8 17.7 6.1
Other portions 10.0 11.8 5.6 12.5 14.6 5.4
Sausages 6.4 7.4 5.3 7.9 9.1 5.2
Sub-total 60.4 73.8 6.9 79.1 96.1 6.7
Yam/sweet potato Others 0.8 0.9 4.7 0.9 1.1 5.7
Vegetable/plant based protein products - total 107.8 133.7 7.4 144.3 178.4 7.3
Other grain-based meat substitute products - total 30.0 35.6 5.8 37.7 44.4 5.6
United States - total 855.3 953.8 3.7 995.2 1,122.5 4.1

Source: GlobalData Intelligence, 2019

*CAGR: Compound Annual Growth Rate

This table includes data for products sold at retail under the product category: meat substitute only.

Retail sales of meat substitute products in Canada, by variety of non-animal sourced protein products, value in US$ million, 2015 to 2022 - Historical and forecasts
Category Segment Sub-Segment 2015 2018 CAGR* % 2015 to 2018 2019 2022 CAGR* % 2019 to 2022
Single cell protein (Fungi/mycoprotein) Burgers and grills 0.8 1.1 11.9 1.2 1.6 10.0
Meatballs 0.3 0.5 11.3 0.5 0.7 9.1
Other portions 0.5 0.7 11.1 0.7 1.0 9.0
Single cell protein products - total 1.6 2.2 11.5 2.5 3.3 9.5
Soy based Other Overall 47.9 59.3 7.3 63.9 79.4 7.5
Tofu Burgers and grills 10.4 14.1 10.6 15.6 20.1 8.9
Meatballs 3.7 5.3 12.4 6.0 8.3 11.4
Other portions 7.4 10.3 11.4 11.4 14.8 9.0
Sausages 9.2 13.0 12.3 14.6 20.0 11.0
Soy based products - total 78.7 102.0 9.0 111.5 142.6 8.5
Vegetable/plant based proteins Legume based Burgers and grills 6.8 9.8 12.6 11.0 14.9 10.8
Meatballs 1.7 2.3 11.1 2.6 3.4 9.9
Other Overall 8.7 12.3 12.3 13.9 18.9 10.9
Pea based Burgers and grills 2.3 3.3 12.3 3.7 5.1 11.0
Meatballs 0.7 1.0 11.1 1.1 1.4 9.6
Other portions 0.4 0.6 11.1 0.7 0.9 9.8
Sub-total 3.5 4.9 11.9 5.5 7.4 10.6
Yam/sweet potato 3.5 4.9 12.5 5.6 7.7 11.3
Vegetable/plant based proteins products - total 24.2 34.2 12.3 38.4 52.3 10.8
Other grain-based meat substitute products - total 15.4 20.5 9.9 22.5 28.6 8.3
Canada - total 119.9 158.9 9.8 174.9 226.7 9.0

Source: GlobalData Intelligence, 2019

*CAGR: Compound Annual Growth Rate

This table includes data for products sold at retail under the product category: meat substitute only.

Foodservice in North America

Growing competition from vegan alternatives

Protein-rich veggie burgers, nuggets and meatless sausage are not only taking root in a growing number of homes and restaurants, they are also emerging in the foodservice industry. Various Fast-food chains have announced deals with alternative-protein producers to offer vegetarian options of popular menu items that include pea-protein based options. These vegetarian alternatives to traditional meat dishes such as the burgers are forecasted to reach a market size of US$335 million in the U.S and close to US$40 million in Canada by 2022.

According Beyond Meat; their non-animal protein sourced sausage can be found in more than 4,000 grocery stores, restaurants and sports stadiums across the country. Consumers are responding positively to this product and it is available in a growing number of restaurants, food service outlets and major professional sports stadiums and sports associations including Yankee Stadium, the Texas Rangers and Dodger Stadium in the U.S.

Foodservice sales of pre-made veggie burgers in the United States, by type of counters, value in US$ million, 2015 to 2022 - Historical and forecasts
Sub-category 2015 2018 CAGR* % 2015 to 2018 2019 2022 CAGR* % 2019 to 2022
Coffee and tea shop 11.4 12.0 1.7 12.2 12.8 1.7
Convenience store 2.0 2.1 1.6 2.1 2.2 1.6
Entertainment 7.4 7.7 1.6 7.8 8.2 1.6
Full service restaurant 32.3 34.1 1.8 34.7 36.7 1.9
Hotel and motel 6.3 6.7 1.9 6.8 7.2 1.9
Ice cream parlor 1.2 1.2 1.6 1.2 1.3 1.6
Pub and bar 3.8 4.0 2.1 4.1 4.4 2.1
Quick service restaurant and Fast Food 192.9 203.8 1.8 207.7 219.6 1.9
Service station forecourt 9.4 9.9 1.7 10.0 10.6 1.7
Supermarket and hypermarket 4.5 4.7 1.6 4.7 5.0 1.6
Other 24.4 25.6 1.6 26.0 27.3 1.6
Pre-made veggie burgers total 295.4 311.6 1.8 317.5 335.4 1.8

Source: GlobalData Intelligence, 2019

*CAGR: Compound Annual Growth Rate

This table includes data for products sold within the foodservice sector under the product category: meat substitute only. This table includes all meat substitute products, there is no breakdown of food by variety of non-animal protein available.

Foodservice sales of pre-made veggies burgers in Canada, by type of counters, value in US$ million, 2015 to 2022 - Historical and forecasts
Sub-category 2015 2018 CAGR* % 2015 to 2018 2019 2022 CAGR* % 2019 to 2022
Coffee and tea shop 1.4 1.8 9.2 2.0 2.5 7.6
Convenience store 0.1 0.1 9.1 0.1 0.1 7.6
Entertainment 0.4 0.6 9.0 0.6 0.8 7.5
Full service restaurant 4.1 5.3 9.2 5.8 7.2 7.6
Hotel and motel 0.6 0.8 9.4 0.9 1.1 7.7
Ice cream parlour 0.1 0.2 9.0 0.2 0.2 7.5
Pub and bar 0.1 0.2 9.1 0.2 0.2 7.5
Quick service restaurant and fast food 13.5 17.8 9.7 19.4 24.3 7.8
Service station forecourt 0.1 0.1 9.1 0.1 0.1 7.6
Supermarket and hypermarket 0.2 0.3 9.2 0.3 0.3 7.6
Other 1.3 1.7 9.2 1.8 2.2 7.6
Total 21.9 28.7 9.5 31.3 39.2 7.7

Source: GlobalData Intelligence, 2019

*CAGR: Compound Annual Growth Rate

This table includes data for products sold within the foodservice sector under the product category: meat substitute only. There is no other category of data available for substitute meat sold in foodservice for the North American market.

This table includes all meat substitute products, there is no breakdown of food by variety of non-animal protein available.

Products launched analysisFootnote 2 - North America

From January 2014 to the end of July 2019, Mintel registered 384 new product launches in the North American market containing pea protein.

In fact, since 2012, a growing number of new products have been launched in the North American market containing pea protein either as, new products or new variety/ range extensions.

New products launched in the North American market containing pea protein (ingredient), 2008 to 2018
Description of this image follows.
Description of above image
Date Published Number of Variants
2008 2
2010 4
2012 12
2014 53
2016 85
2018 57

This is a list of new products launched, containing pea protein in the North American market. It is important to note that a product launched in 2014 for instance, and still sold in 2015 or 2016 will not be counted twice. This means that there may be more pea protein ingredient products available on the market than what is registered as a new product.

Source: Mintel, 2019

New products launched in the North American market containing pea protein (ingredient) in the retail sector, by type of ingredients used, 2014 to July 2019
Ingredient[1] 2014 2015 2016 2017 2018 2019 - July[1] Total
Pea protein isolate 31 42 74 53 46 40 286
Pea protein concentrate 21 20 14 20 10 7 92
Pea protein hydrolysate 1 2 0 1 1 4 9
Textured pea protein 0 0 0 1 0 0 1
Total 53 64 85 74 57 51 384

Source: Mintel, 2019

1: The 2019 data are from January to July 2019 only.

New products launched in the North American market containing pea protein (ingredient) in the retail sector, by type of launch, 2014 to July 2019
Launch type[1] 2014 2015 2016 2017 2018 2019-July[2] Total
New product 20 26 37 36 20 14 153
New variety/range extension 18 26 25 16 24 23 132
New packaging 2 6 18 17 6 6 55
Relaunch 9 3 2 5 7 8 34
New formulation 4 3 3 0 0 0 10
Total 53 64 85 74 57 51 384

Source: Mintel, 2019

1: Please find definition of the term used in Definitions section

2: The 2019 data are from January to July 2019 only.

Companies and brands

The growing interest of North American consumers in natural, organic and "clean" product formulations shows that companies have opportunities to launch products that are naturally nutritious, carry certifications that confirm their claims, and those that feature plants as ingredients. Subsequently, manufacturers are increasingly expanding the variety of better-for-you snacks, meal replacement drinks and meat substitutes by introducing new formulas to address common health concerns.

Type of category and sub-category of new products launched containing pea protein in the North American market, 2014 to July 2019
Category - Top 10 Sub-category - top 5 Number of new products
Snacks Snack/cereal/energy bars 84
Bean-based snacks 18
Wheat and other grain-based snacks 9
Vegetable snacks 8
Potato snacks 6
Subtotal 125
Replacement of meals and other related beverages 70
Processed fish, meat and egg products Meat substitutes 32
Poultry products 17
Fish products 2
Meat products 2
Subtotal 53
Dairy Processed cheese 10
Plant based drinks (dairy alternatives) 9
Plant based spoonable yogurts (dairy alternatives) 9
Margarine and other blends 2
Subtotal 30
Meals and meal centers Pizzas 9
Meal kits 6
Prepared meals 4
Instant pasta 2
Subtotal 21
Pet food Dog food dry 6
Dog snacks and treats 6
Dog food wet 4
Cat food dry 4
Subtotal 20
Bakery Sweet biscuits/cookies 13
Savoury biscuits/crackers 1
Bread and bread products 1
Cakes, pastries and sweet goods 1
Subtotal 16
Desserts and ice cream Frozen desserts 11
Dessert toppings 2
Water based ice lollies, pops and sorbets 2
Plant based ice cream and frozen yogurt 1
Subtotal 16
Breakfast cereals Cold cereals 7
Sugar and gum confectionery Pastilles, gums, jellies and chews 7
Other Pasta 3
Fruit/flavored still drinks 3
Fruit 1
Potato products 1
Stuffing, polenta and other side dishes 1
Subtotal 9
Subtotal 374[a]

Source: Mintel, 2019

a: 374 of the 384 new products are among the top 20 main category of products.

Ingredient search matches one or more of: Pea protein concentrate; pea protein flour; pea protein hydrolysate; pea protein isolate; rehydrated pea protein; textured pea protein as ingredient.

Type of new products launched containing pea protein in the North American market, by company and affiliated brand, 2014 to July 2019
Category - Top 10 Company -Top 10 Brand - Top 5 Number of new launches
Snacks Genuine Health Genuine Health 13
SlimFast SlimFast Advanced Nutrition 100 Calorie Snacks 5
SlimFast Bake Shop 3
Slim Fast 100 Calorie Snacks 2
SlimFast 100 Calorie Snacks 2
Tone It Up Tone It Up 12
Kind Kind Sweet and Spicy 4
Strong and Kind 4
Kind Strong 1
The Good Bean The Good Bean Chips 8
Other Health Warrior 7
Simply Protein Chips 7
I Heart Keenwah 6
Muscle Milk Everyday Performance 6
Protes 5
Other beverages Abbott Laboratories Abbott EAS AdvantEdge Carb Control 7
Abbott Ensure Original 4
Abbott Glucerna 4
Abbott EAS Myoplex Original 1
Abbott Ensure Active Light 1
Meijer Meijer 2
Meijer Nutrition Shake 2
True Goodness by Meijer 2
Rite Aid Rite Aid Pharmacy 6
Iovate Health Sciences Purely Inspired 2
Purely Inspired Nutrition 2
Campbell Soup V8 3
Other PEScience Select Protein Vegan Series 3
Genceutic Naturals Plant Head 2
Naturiste PE 2.0 Vegan Active 2
Nuzest 2
RawFusion Complete 2
Processed fish, meat and egg products Beyond Meat Beyond Meat 15
Beyond Meat Beyond Sausage 2
Beyond Meat The Beyond Burger 2
Beyond Meat 1
Loblaws PC President's Choice 5
PC President's Choice Too Good To Be Wings 3
Olymel Flamingo 4
Lightlife Foods Lightlife Smart Dogs 3
M&M Meat Shops M&M Meat Shops 3
Other Good Catch 3
Sol Cuisine 3
Co-Op Gold 2
Pinty's Eat Well 2
Boca Essentials 1
Dairy Daiya Foods Daiya 13
Daiya Duets 4
Good Karma Foods Good Karma 7
Califia Farms Califia Farms 3
Boulder Brands Earth Balance 1
Good Karma Food Technologies Good Karma 1
Other Smart Balance 1
Meals and meal centers Daiya Foods Daiya 12
General Mills Beyond Meat 2
Muscle Mac Muscle Mac 2
Quality Pasta Company Muscle Mac 2
Pinty's Delicious Foods Pinty's 1
Other Great Value 1
Trident Seafoods 1
Pet food Hill's Pet Nutrition Hill's Ideal Balance 11
Hill's Science Diet 2
Hills Ideal Balance 1
Hartz Mountain Hartz Dentist's Best 2
Wal-Mart Vibrant Life 2
Loblaws PC President's Choice Nutrition First 1
Treatworx Treat Worx 1
Bakery Lenny and Larry's Lenny and Larry's The Complete Cookie 8
Good Zebra Good Zebra Spirit Animal 3
7-Eleven 7-Select Mighty 2
Federated Co-Operatives Co-Op Gold 1
Flax 4 Life Flax 4 Life by Kasondra 1
Other Glutino 1
Desserts and ice cream Daiya Foods Daiya 11
So Delicious Dairy Free So Delicious Dairy Free Coco Whip! 2
Eden Creamery Halo Top 1
Lidl Preferred Selection 1
Top Dessert Laura Secord 1
Breakfast cereals Manitoba Harvest Manitoba Harvest Hemp Foods Hemp Yeah! 3
Loblaws PC Blue Menu 2
Target Simply Balanced 1
Weetabix Barbara's Puffins 1
Sugar and gum confectionery Candy Kittens Candy Kittens 3
Pez Candy Katjes Pez Hedz 2
Sugarfina Sugarfina 2
Total 384
Source: Mintel, 2019

Claims

Main types of claims used for pea protein products in the North American market, 2014 to July 2019
Claim Number of Variants Variants (% of total)
Low/no/reduced allergen 307 79.9
Gluten free 276 71.9
Kosher 189 49.2
GMO free 179 46.6
Vegan/no animal ingredients 177 46.1
High/added protein 156 40.6
No additives/preservatives 108 28.1
Dairy free 106 27.6
Active on social media 99 25.8
Ethical - environmentally friendly package 64 16.7
Total 384 100.0

Source: Mintel, 2019

Note: The same product may have more than one claim on their labels.

The data in the table above should be read as follows: (Example) 79.9% of new products containing pea protein (ingredient) claims on their labels or in their product descriptions that the ingredients used are a low/no or reduced source of allergens.

U.S Consumers are increasingly interested in organic and plant-based formulations. According to a study conducted by MintelFootnote 3 (1,938 internet users aged 18+ who are primary or shared grocery shoppers) " Many US adults are motivated by health, transparency and natural claims.

Main types of claims used for products containing pea protein products in the North American market, by category of products, 2014 to July 2019
Claim Snacks Other beverages Processed fish, meat and egg products Dairy Meals and meal centers
Low/no/reduced allergen 110 55 46 30 14
Gluten free 109 51 44 30 13
Kosher 83 30 13 26 3
GMO free 77 23 28 12 12
Vegan/no animal ingredients 44 30 29 25 14
High/added protein 81 43 10 4 4
No additives/preservatives 49 20 9 5 4
Dairy free 12 23 2 28 9
Social media 40 8 16 1 4
Ethical - environmentally friendly package 14 10 15 8 11
Total 130 70 53 30 21

Source: Mintel, 2019

The data in the table above should be read as follows: (Example) Out of the 130 new snack-type products containing pea protein (ingredient), 110 snack-type products claims on their labels or in their product descriptions that the ingredients used are a low/no or reduced source of allergens.

Product launch in North America examples

Southwest Fiesta Salad
Company Aldi
Brand Simply Nature
Sub-category Stuffing, polenta and other side dishes
Market United States
Location of manufacture Italy
Store name Aldi
Store type Supermarket
Date published June 2019
Launch type New product
Price in local currency US$2.99

Simply Nature Southwest Fiesta Salad is made with premium ingredients and is said to be a quick and perfect side dish for parties served heated or chilled. The non GMO microwavable product is free from over 125 artificial ingredients and preservatives. It retails in a 16 ounce (oz.) pack featuring preparation instructions.

Ingredients (on pack):
Precooked brown rice (water, rice, salt), precooked black beans (water, beans, salt), precooked red quinoa (water, quinoa), corn, grilled red peppers, light coconut milk (coconut extract, water), vegan mayonnaise (sunflower seed oil, water, wine vinegar, extra virgin olive oil, lemon juice, pea protein isolate, salt, sugar, modified corn starch, mustard seed, lactic acid, xanthan gum, beta carotene (color), natural flavor), grilled green peppers, honey, white vinegar, garlic powder, onion powder, cumin, chili powder (spices, salt, garlic, silicon dioxide (anticaking agent))

Hot Italian Plant-Based Sausages
Company Beyond Meat
Manufacturer Beyond Meat
Sub-category Meat substitutes
Market United States
Location of manufacture United States
Store name Whole Foods Market
Date published June 2019
Launch type New variety/range extension
Price in local currency US$8.49

Beyond Meat Beyond Sausage Hot Italian Plant-Based Sausages are now available. The kosher product is said to be the missing links that serve up the sizzle and juicy satisfaction of pork sausage with all the upsides of a plant-based meal. It has 38% less saturated fat than pork sausage, contains 16 gram (g) plant protein per serving, and is free from soy, gluten and GMOs. The ready-to-cook and freezable sausages are made in the USA from domestic and imported ingredients, are suitable for a vegans, and can be prepared in a skillet or on a grill or griddle. They retail in a 14-oz. pack bearing the Facebook, Twitter, Instagram, Pinterest and YouTube logos.

Ingredients (On Pack):
Water, pea protein isolate, refined coconut oil, sunflower oil, natural flavor, contains less than 2% of (rice protein, faba bean protein, potato starch, salt, fruit juice (for color), vegetable juice (for color), apple fiber, methylcellulose, citrus extract (to protect quality), calcium alginate casing).

Oil & Herbs Fish-Free Tuna
Company SeaCo Foods International
Brand Good Catch
Sub-category Meat substitutes
Market United States
Store name Whole Foods Market
Date published June 2019
Launch type New product
Price in local currency US$4.98

Good Catch Oil & Herbs Fish-Free Tuna is a plant made, chef mastered product. The vegan product features a real seafood taste and a chunk Albacore texture, contains 350 milligrams (mg) of DHA and is high in protein with 14g six-plant protein per serving. The gluten- and GMO-free tuna retails in a 3.3-oz. pack featuring the AKA (Ashley Koff Approved), Facebook, Twitter, Instagram and Pinterest logos. The manufacturer claims that their mission is to preserve the ocean's natural resources while inspiring the seafood category with delicious, nutritious and healthy options that benefit consumer and the world at large.

Ingredients (on pack):
Water, Good Catch 6-plant protein blend (pea protein isolate, soy protein concentrate, chickpea flour, lentil protein, faba protein, navy bean flour), sunflower oil, olive oil, algal oil, sea salt, soy lecithin, seaweed powder (seaweed, salt), citric acid, lemon juice, onion powder, yeast extract (yeast, salt), spice, chives, garlic powder

Nuts & Sea Salt Nut Bar
Company Amazon.com
Brand Wickedly Prime
Sub-category Snack/cereal/energy bars
Market United States
Location of manufacture Canada
Import status Imported product
Store name Amazon.com
Store type Internet/mail order
Date published June 2019
Launch type New variety/range extension
Price in local currency US$4.95

Wickedly Prime Nuts & Sea Salt Bar is now available. This kosher-certified product is free from gluten and artificial flavors, and retails in a 1.4-oz. pack.

Ingredients (on pack):
Dry roasted peanuts, dry roasted almonds, dark chocolate flavored coating (sugar, palm kernel oil and/or palm oil, cocoa powder (processed with alkali), cocoa powder, nonfat dry milk, whey powder, lactose, soy lecithin, natural vanilla extract), walnuts, chicory root extract (inulin), pea protein crisp (pea protein isolate, pea starch, rice flour, calcium carbonate), honey, invert sugar, sunflower oil, sea salt, unsweetened chocolate, natural flavors, agar, mixed tocopherols, rosemary extract (to maintain quality)

European Union

In the European market, one of the most promising factors is the very high understanding of overall nutritional quality of plant proteins in the main markets. According to a study conducted by MintelFootnote 4 on internet users aged 16+ early 2017: 65% of Italian, 60% of Spanish, 56% of French and 50% of German believed that plant protein (eg legumes, nuts, grains) is just as nutritious as animal protein (for example, meat, eggs, milk. (The study was conducted online, by Mintel, on 1,000 peoples in each country mentioned above.

Plant-based protein consumption is rising in popularity along with that of meat substitutes. From 2015 to 2022, the market for meat substitutes in Europe is expected to increase from US$1.4 billion to 2.2 billion. The market for pea-based meat alternatives alone is forecasted to grow at a CAGR of 6.6% between 2019 and 2022, reaching US$133 million in value. The most popular meat substitute is grain-based closely followed by soy-based foods, which will is projected to growth at a CAGR of 6.7% between 2019 and 2022 to reach US$737.9 million.

Retail sales of meat substitute products in Western Europe[1], by variety of non-animal sourced protein products, value in US$ million, 2015 to 2022 - Historical and forecasts
Category Segment Sub-segment 2015 2018 CAGR* % 2015 to 2018 2019 2022 CAGR* % 2019 to 2022
Grain-based Other Overall 25.5 42.4 18.5 47.4 58.5 7.3
Seitan Burgers and grills 108.1 128.2 5.8 136.7 162.3 5.9
Meatballs 6.6 7.7 5.3 8.2 10.0 6.7
Non-formed 8.8 10.2 4.8 10.8 12.7 5.5
Other portions 177.8 223.1 7.8 239.6 292.6 6.9
Sausages 119.6 153.1 8.6 164.3 201.8 7.1
Grain-based - total 446.4 564.7 8.1 607.0 737.9 6.7
Single cell protein (Fungi/algae) Algae Burgers and grills 0.9 1.3 11.7 1.4 1.7 7.5
Other portions 0.6 0.9 11.3 0.9 1.1 6.6
Fungi (mycoprotein) Burgers and grills 38.4 50.0 9.2 54.6 68.8 8.0
Meatballs 7.1 8.9 8.2 9.7 12.1 7.6
Non-formed 19.2 25.1 9.2 27.3 34.6 8.2
Other portions 163.0 213.5 9.4 233.3 295.4 8.2
Sausages 40.9 51.6 8.1 56.1 70.3 7.8
Single cell protein (Fungi/Algae) - total 270.1 351.3 9.2 383.3 484.1 8.1
Soy based Other Overall 243.5 299.6 7.2 319.9 382.3 6.1
Tofu Burgers and grills 32.9 41.5 8.0 44.3 52.7 6.0
Meatballs 5.3 7.1 10.5 7.6 9.4 7.2
Non-formed 4.0 6.1 14.8 6.8 9.3 10.6
Other portions 109.9 144.1 9.5 155.3 189.7 6.9
Sausages 34.5 45.6 9.8 49.1 60.3 7.1
Yuba Other portions 10.2 12.1 5.9 12.9 15.6 6.7
Soy based - total 440.2 556.1 8.1 596.0 719.3 6.5
Vegetable/plant based proteins Legume based Burgers and grills 31.3 38.3 7.0 41.4 50.3 6.8
Meatballs 2.7 3.3 7.6 3.6 4.3 6.6
Non-formed 0.5 0.6 7.6 0.6 0.7 4.8
Other portions 13.9 18.0 9.1 19.5 24.0 7.2
Sausages 7.9 9.5 6.4 10.1 12.3 6.8
Other Overall 37.9 48.3 8.5 51.8 62.9 6.7
Pea based Burgers and grills 30.4 34.9 4.7 37.3 44.7 6.2
Meatballs 33.0 38.8 5.5 41.4 49.5 6.1
Non-formed 0.9 1.2 11.8 1.3 1.7 8.6
Other portions 18.4 23.7 8.8 25.7 32.3 7.9
Sausages 3.6 3.9 3.1 4.2 4.9 5.4
Subtotal 86.4 102.6 5.9 110.0 133.2 6.6
Yam/sweet potato Overall 13.0 14.3 3.2 15.1 17.6 5.3
Vegetable/plant based proteins - total 193.3 234.9 6.7 252.1 305.4 6.6
Meat substitutes - total 1,350.0 1,707.0 8.1 1,838.4 2,246.7 6.9

Source: GlobalData Intelligence, 2019

*CAGR:Compound Annual Growth Rate

1: Western Europe includes and combined figures from: Austria, Belgium, Denmark, Finland, France, Germany, Greece, Iceland, Italy, Netherlands, Norway, Portugal, Ireland, Spain, Sweden, Switzerland and the United Kingdom.

This table includes data for products sold at retail under the product category: meat substitute only.

The United Kingdom (UK) continue to have the highest retail sales of meat substitute products with plant-based proteins in Europe. However, France and Germany are expected to surpass the UK in growth between 2019 and 2022 with a CAGR of 10.9% and 9.6% respectively.

Retail sales of meat substitute products in top 5 country in Europe, by variety of non-animal sourced protein products, value in US$ million, 2015 to 2022 - Historical and forecasts
Country Category 2015 2018 CAGR* % 2015 to 2018 2019 2022 CAGR* % 2019 to 2022
United Kingdom Grain-based 138.7 141.1 0.6 147.9 167.2 4.2
Single cell protein (Fungi/algae) 203.2 254.6 7.8 277.0 347.4 7.8
Soy based 85.8 86.5 0.3 90.4 101.9 4.1
Vegetable/plant based proteins 90.1 91.4 0.5 95.7 108.6 4.3
United Kingdom - total 517.8 573.6 3.5 611.0 725.1 5.9
Germany Grain-based 87.3 128.4 13.8 140.2 185.8 9.8
Single cell protein (Fungi/algae) 4.8 6.9 12.5 7.5 9.6 8.9
Soy based 58.0 84.4 13.3 91.7 120.3 9.5
Vegetable/plant based proteins 14.8 21.3 12.7 23.0 29.9 9.1
Germany - total 164.9 241.0 13.5 262.4 345.7 9.6
Italy Grain-based 65.4 82.4 8.0 87.9 101.9 5.1
Single cell protein (Fungi/algae) 1.3 1.7 8.6 1.8 2.1 5.5
Soy based 70.7 90.0 8.4 96.4 112.7 5.3
Vegetable/plant based proteins 12.4 15.5 7.6 16.4 18.9 4.8
Italy - total 149.8 189.5 8.2 202.5 235.6 5.2
France Grain-based 28.1 43.9 16.1 50.0 68.3 10.9
Single cell protein (Fungi/algae) 0.5 0.8 14.0 0.8 1.1 8.4
Soy based 28.8 45.0 16.1 51.4 70.8 11.2
Vegetable/plant based proteins 16.4 25.6 15.9 29.1 39.1 10.3
France - total 73.8 115.3 16.1 131.4 179.2 10.9
Spain Grain-based 16.3 21.2 9.1 22.6 26.4 5.4
Single cell protein (Fungi/algae) 4.4 5.6 8.4 5.9 6.8 4.9
Soy based 52.0 67.9 9.3 72.4 85.0 5.5
Vegetable/plant based proteins 5.1 6.6 8.5 7.0 8.1 5.1
Spain - total 77.8 101.2 9.2 107.9 126.4 5.4

Source: GlobalData Intelligence, 2019

*CAGR:Compound Annual Growth Rate

This table includes data for products sold at retail under the product category: meat substitute only.

Foodservice in Europe

Compared to the North American market, the European market for meat substitutes sold in the foodservice sector is more diversified than that of the veggie burger type products. These vegetarian options within foodservice sectors are forecasted to reach a market size of US$446.3 million in the top 5 European markets by 2022.

Foodservice sales of meat substitutes in top 5 European market, by, value in US$ million, 2015 to 2022 - Historical and forecasts
Country Category 2015 2018 CAGR* % 2015 to 2018 2019 2022 CAGR* % 2019 to 2022
France Canned meat substitutes 5.6 7.0 7.5 7.5 9.0 6.5
Chilled meat substitutes 47.4 57.9 6.9 61.9 73.9 6.1
Frozen meat substitutes 9.3 11.6 7.5 12.6 16.8 10.0
Pre-made veggie burgers 43.5 55.3 8.3 60.0 74.2 7.3
Subtotal 105.9 131.8 7.6 141.9 173.9 7.0
Germany Canned meat substitutes 1.3 1.4 1.4 1.4 1.5 2.2
Chilled meat substitutes 6.5 6.9 1.8 7.3 8.0 2.9
Frozen meat substitutes 2.7 2.7 0.9 2.8 3.0 1.5
Pre-made veggie burgers 66.9 68.6 0.8 70.7 73.8 1.4
Subtotal 77.4 79.6 0.9 82.3 86.2 1.6
Italy Pre-made Veggie Burgers 48.4 51.1 1.8 52.0 54.9 1.8
Subtotal 48.4 51.1 1.8 52.0 54.9 1.8
Spain Canned meat substitutes 0.8 1.1 10.6 1.2 1.6 7.8
Chilled meat substitutes 16.5 22.5 10.9 24.6 31.0 8.0
Frozen meat substitutes 1.5 2.0 10.8 2.2 2.8 7.9
Pre-made veggie burgers 4.3 5.4 8.3 5.9 7.1 6.7
Subtotal 23.1 31.1 10.4 33.9 42.4 7.8
United Kingdom Canned meat substitutes 1.4 1.6 3.4 1.6 1.7 1.0
Chilled meat substitutes 28.9 31.7 3.1 32.3 33.3 1.0
Frozen meat substitutes 30.1 33.0 3.1 33.7 35.0 1.2
Pre-made veggie burgers 16.7 18.1 2.6 18.4 18.9 0.9
Subtotal 77.2 84.3 3.0 86.0 88.9 1.1
Total 331.9 377.9 4.4 396.2 446.3 4.1

Source: GlobalData Intelligence, 2019

*CAGR: Compound Annual Growth Rate

This table includes data for products sold within the foodservice sector under the product category: meat substitute only.

This table includes all meat substitute products, there is no breakdown of food by variety of non-animal protein available.

Restaurant sales of meat substitutes by country in the top 5 European markets versus total sales of meat substitutes, by value in US$ million, 2015 to 2022 - Historical and forecasts
Country Outlet type 2015 2018 CAGR* % 2015 to 2018 2019 2022 CAGR* % 2019 to 2022
France Coffee and tea shop 1.3 1.6 7.1 1.7 2.1 7.8
Full service restaurant 23.1 28.1 6.7 30.0 36.2 6.5
Ice cream parlour 0.0 0.0 N/A 0.0 0.0 N/A
Quick service restaurant and fast food 62.3 78.6 8.1 85.1 105.1 7.3
Subtotal - Restaurant segment only 86.7 108.3 7.7 116.8 143.4 7.1
Meat substitutes total - France foodservice 105.9 131.8 7.6 141.9 173.9 7.0
Germany Coffee and tea shop 1.6 1.7 0.9 1.7 1.8 1.5
Full service restaurant 9.3 9.6 1.0 10.0 10.5 1.7
Ice cream parlour 0.7 0.7 0.9 0.7 0.7 1.5
Quick service restaurant and fast food 36.0 37.0 0.9 38.2 39.9 1.5
Restaurant Total 47.6 49.0 0.9 50.6 52.9 1.5
Meat substitutes total - Germany foodservice 77.4 79.6 0.9 82.3 86.2 1.6
Italy Coffee and tea shop 5.8 6.2 1.9 6.3 6.6 1.9
Full service restaurant 7.8 8.2 1.8 8.4 8.9 1.8
Ice cream parlour 1.0 1.0 1.6 1.0 1.1 1.7
Quick service restaurant and fast food 19.7 20.8 1.9 21.2 22.4 1.9
Restaurant Total 34.3 36.2 1.8 36.9 39.0 1.9
Meat substitutes total - Italy foodservice 48.4 51.1 1.8 52.0 54.9 1.8
Spain Coffee and tea shop 0.2 0.3 9.5 0.3 0.3 7.3
Full service restaurant 8.3 11.2 10.7 12.2 15.4 7.9
Ice cream parlour 0.0 0.0 N/A 0.0 0.0 N/A
Quick service restaurant and fast food 4.7 6.3 10.4 6.9 8.6 7.8
Restaurant Total 13.2 17.8 10.6 19.4 24.4 7.9
Meat substitutes total - Spain foodservice 23.1 31.1 10.4 33.9 42.4 7.8
United Kingdom Coffee and tea shop 6.4 7.2 3.9 7.4 7.6 1.0
Full service restaurant 11.6 12.8 3.3 13.0 13.5 1.0
Ice cream parlour 0.0 0.0 N/A 0.0 0.0 N/A
Quick service restaurant and fast food 31.7 34.8 3.1 35.6 36.7 1.0
Restaurant Total 49.8 54.8 3.3 56.0 57.8 1.0
Meat substitutes total - United Kingdom foodservice 77.2 84.3 3.0 86.0 88.9 1.1

Source: GlobalData Intelligence, 2019

*CAGR: Compound Annual Growth Rate

N/A: not available

This table includes data for products sold within the foodservice sector under the product category: meat substitute only.

This table includes all meat substitute products, there is no breakdown of food by variety of non-animal protein available.

Product launched analysisFootnote 2 - Europe

From January 2014 to the end of July 2019, Mintel registered 539 new product launches in the European market containing pea protein.

Since 2012, a growing number of new products have been launched in the European market containing pea proteins as new products or new variety/range extension.

New products launched on the European market containing pea protein (ingredient), 2008 to 2018
Description of this image follows.
Description of above image
Date Published Number of Variants
2008 6
2010 16
2012 35
2014 74
2016 78
2018 139

This is a list of new products launched containing pea protein in the European market. It is important to note that a product launched in 2014 for instance, and still sold in 2015 or 2016 will not be counted twice. This means that there may be more pea protein ingredient products available on the market than what is registered as new products.

Source: Mintel, 2019

Peas protein concentrates in Europe are becoming a popular choice for pet food processors over pea proteins isolates as they contain a similar nutritional profile, but at a lower cost for pet food processorsFootnote 5. Pea protein concentrates have a bland taste and aroma that be masked by other aroma/flavored. Concentrated pea protein has also been used in chews and injection-molded treats.

New products launched on the European market containing pea protein (ingredient) in the retail sector, by type of pea ingredients used, 2014 to July 2019
Ingredient[1] 2014 2015 2016 2017 2018 2019-July[1] Total
Pea protein isolate 13 12 31 34 69 56 215
Pea protein hydrolysate 42 41 26 30 32 22 193
Pea protein concentrate 11 7 7 14 21 11 71
Rehydrated pea protein 8 6 11 2 14 2 43
Textured pea protein 0 1 1 1 0 8 11
Pea protein flour 0 0 2 3 3 0 8
Total sample 74 67 78 84 139 97 539

Source: Mintel, 2019

1: This 2019 data are from January to July only.

New products launched on the European market containing pea protein (ingredient) in the retail sector, by type of launch, 2014 to July 2019
Launch type[1] 2014 2015 2016 2017 2018 2019-July[2] Total
New product 19 29 30 39 70 59 246
New variety/range extension 36 22 31 30 45 28 192
New packaging 17 12 7 5 12 8 61
Relaunch 1 3 7 6 8 1 26
New formulation 1 1 3 4 4 1 14
Total sample 74 67 78 84 139 97 539

Source: Mintel, 2019

1: Please find definition of the term used in Definitions section

2: This 2019 data are from January to July only.

New products launched on the top 10 European market containing pea protein (ingredient), 2008 to 2018
European Union market (top 10) Number of new launches (% share)
France 120 22.3
Germany 98 18.2
United Kingdom 87 16.1
Spain 37 6.9
Italy 34 6.3
Netherlands 30 5.6
Switzerland 19 3.5
Czech Republic 17 3.2
Poland 14 2.6
Norway 13 2.4
Subtotal 469 87.0
Total 539 100.0

Source: Mintel, 2019

Between 2014 and 2019, France has the most products launched containing pea protein (120), followed by Germany (98), the United Kingdom (87), Spain (37) and Italy (34).

The main driver the pea protein market is the plant-based trend, which in mimics the mainstream market. Moreover, emulsifying properties, good solubility, dispersion in water, easy mixing, and fluidity of powder are all features of pea protein that are sought by the food industry. This extends the use of pea protein in bakery, pastry, confectionery, dairy products and desserts.

Type of category of new products launched containing pea protein on the North American market, 2014 to July 2019
Description of this image follows.
Description of above image
Category Number of new launches (% share)
Desserts and ice cream 139 25.8
Meal replacements and other drinks 74 13.7
Snacks 73 13.5
Processed fish, meat and egg products 66 12.2
Sugar and gum confectionery 51 9.5
Pet food 50 9.3
Bakery 33 6.1
Side dishes 17 3.2
Meals and meal centers 10 1.9
Savoury spreads 8 1.5
Subtotal 521 96.7
Total Sample 539 100.0

Source: Mintel, 2019

Type of new products launched containing pea protein in the top 3 European markets, by top 5 categories, top 5 companies and affiliated brands, 2014 to July 2019
Category - Top 5 Company - Top 5 Brand - Top 5 Number of new launches
Desserts and ice cream Carrefour - CMI Carrefour 11
Carrefour Collection Gourmande 1
Lidl Deluxe 3
Gelatelli Selection 3
Gelatelli 1
Gelatelli Ecorino 1
Picard Picard 7
Picard Délice d'Un Instant 1
Rolland Oasis So Croc 2
Pilpa 2
Pilpa Création 1
Nestlé Nestlé Signature 3
Nestlé Extrême Mini 1
Processed fish, meat and egg products Socopa Socopa Plein Grill 6
Socopa L'Ultra Savoureux 3
Weight Watchers 1
Ensoleil'ade Ensoleil'ade Veg à Table 3
Ensoleil'ade Cuisine 1
Elivia Tendre and Plus 3
Lidl L'Étal du Boucher 2
L'Etal Du Boucher 1
Herta Herta Knacki Vegetale 2
Meal replacements and other drinks Bulk Powders Bulk Powders Vegan Series 4
Nu3 Nu3 Pure Berlin Power 3
Laboratoires Ineldea STC Nutrition Vegetal Protein 1
Meals and meal centers Fleury Michon Fleury Michon Ball In Box 2
Fleury Michon Sur Le Pouce! 1
Daunat Daunat Love Veggie 1
Glaces Thiriet Thiriet Les Poêlées Cuisinées 1
Monoprix Cooked By José Lévy 1
Picard Picard Formule Express 1
Pet food Nestlé Purina PetCare Purina Beyond 3
Purina One Actilea 2
Purina One Bifensis 1
Other Dr Zak's Dr Zak's 3
Ensoleil'ade Ensoleil'ade Cuisine 2
Ensoleil'ade Veg à Table! 1
Carambar Krema Mini Cub' Bio 1
Ethical Foods Exlore Cuisine 1
Les 3 Chênes Eric Favre 1
Source: Mintel, 2019
Germany
Category - Top 5 Company - Top 5 Brand - Top 5 Number of new launches
Meal replacements and other drinks Mark Warnecke AMSPORT I Am 3
Purasana Purasana Shape and Control 3
Alsitan Alsiroyal 2
Bulk Powders Bulk Powders Vegan Series 2
Nu3 Nu3 Pure Berlin Power 2
Sugar and gum confectionery Katjes Fassin Katjes 1
Katjes Family 1
Katjes Fred Ferkel 1
Katjes Für Dich Frucht Spaß 1
Katjes Vemoji 1
Aldi Süd Sweet Land Veggie Fant 1
Sweet Land Veggies Eddie Elch 1
BeautySweeties Beauty Sweeties 2
Frigeo Ahoj-Brause 2
Suntjens Süsswaren Suntjens 2
Processed fish, meat and egg products Amidori Midori 2
Amidori 1
Edeka Zentrale Edeka Vegan 3
Allfein Feinkost Beyond Meat Beyond Burger 1
Berief Feinkost Berief Soja Fit 1
Berief Food Berief 1
Bakery Dr Zak's Dr Zak's 3
REWE Markt/Zentral/Handelsgruppe Rewe Frei Von 2
Got7 Nutrition Got7 Nutrition 1
Hammermühle Hammermühle 1
JOWA Huttwiler Glutenfree 1
Desserts and ice cream Lidl Deluxe 5
Gelatelli 3
Gelatelli Ecorino 1
Aldi Süd Grandessa Eiskreationen 1
Kaufland Warenhandel K Classic 1
Other Nestlé Purina PetCare Purina Beyond Getreidefrei 3
Purina Beyond 2
Purina One Bifensis 1
Purina Pro Plan 1
Schwartauer Werke Corny Sport 3
Corny Protein 2
Hill's Pet Nutrition Hill's Prescription Diet K/D Feline 2
Hill's Prescription Diet k/d Feline 1
Amidori Midori 2
Rügenwalder Mühle Rügenwalder Mühle 2
Source: Mintel, 2019
United Kingdom
Category - Top 5 Company - Top 5 Brand - Top 5 Number of new launches
Other beverages Miss Fits Nutrition MissFits Nutrition 5
Whey Box No Whey Box 4
Bulk Powders Bulk Powders Vegan Series 2
GlaxoSmithKline GSK MaxiNutrition All-In-One 2
Nuzest Europe Nuzest 2
Sugar and gum confectionery Candy Kittens Candy Kittens 8
Cloetta Chewits 3
Chewits Xtreme 1
Katjes Fassin Katjes Brad The Bunny 2
Katjes Brad the Bunny 1
Aldi Dominion 1
Continental Candy Industries Sulá 1
Snacks Saf Life Nibble Protein Bites 4
Bounce Foods Bounce 3
PhD Nutrition PhD Smart Plant Bar 3
Proper Pops Proper Pops Protein 3
Miss Fits Nutrition MissFits 2
Processed fish, meat and egg products Naturli' Foods Naturli' 2
This This Isn't Chicken 2
Beyond Meat Beyond Meat The Beyond Burger 1
Birds Eye Birds Eye Green Cuisine 1
Desserts and ice cream Aldi Gianni's 3
Daiya Foods Daiya 1
Picard Picard Création 1
Other Nestlé Purina PetCare Purina Beyond 2
Purina One Bifensis 1
Boulder Brands Udi's Gluten Free 2
Purina PetCare Team Purina One 2
Asda Asda Free From 1
Benefit Chocolate Benefit Chocolate 1
Source: Mintel, 2019

Product launch in Europe examples

White Chocolate and Coconut Vegan Protein Powder
Company Bulk Powders
Brand Bulk Powders Vegan Series
Sub-category Meal replacements and other drinks
Market United Kingdom
Date published July 2019
Launch type New product
Price in local currency £14.99
Price in US dollars 19.04

Bulk Powders Vegan Series White Chocolate and Coconut Vegan Protein Powder is a flavoured vegan food supplement with digestive enzymes (DigeZyme) and sweetener. The plant-based recipe features the V+ protein blend, which combines five premium vegan protein sources, and offers 23g protein and 130 calories per serving. This gluten-free product is suitable for vegetarians and vegans, and retails in a 500g compostable, resealable pack and provides 14 servings.

Ingredients (on pack):
V+ protein blend (pea protein isolate, brown rice protein, pumpkin seed protein, flaxseed powder, quinoa flour), natural flavouring, instantising agent (sunflower lecithin), sweetener (stevia extract), emulsifier (xanthan gum), DigeZyme enzyme complex (amylase, protease, cellulase, lactase, lipase)

Plant-Based Sea Salt & Black Pepper Pieces
Company This
Brand This Isn't Chicken
Sub-category Meat substitutes
Market United Kingdom
Date published July 2019
Launch type New product
Price in local currency £3.99
Price in US dollars 4.99

This Isn't Chicken Plant-Based Sea Salt & Black Pepper Pieces are high in protein, a source of vitamin B12 and iron, and GMO-free. The product retails in a recyclable 190g pack that is 90% free of plastic, featuring the Instagram and Facebook logos. The product is said to produce low CO2 emissions from food production.

Ingredients (on pack):
Water, soya protein concentrate (30%), sunflower oil, flavouring, pea protein isolate (2%), potato starch, salt, pea fibre, rapeseed oil, maltodextrin, sea salt and black pepper seasoning (maltodextrin, black pepper, sugar, yeast extract powder, natural flavouring, sea salt), titanium dioxide, iron, vitamin B12

Vegan Balls
Company Quicook
Brand Quicook
Sub-category Meat substitutes
Market Spain
Date published June 2019
Launch type New product
Price in local currency €2.99
Price in US dollars 3.36

Quicook Albóndigas Veganas (Vegan Balls) are now available. The IQF deep frozen vegan product is high in protein and low in fat, and is free from preservatives, colours, gluten and lactose, and cooks from frozen. It is indicated as a main course, or can be eaten as a snack, topping, sandwich, brochette or tapa. It cooks in eight minutes, and can be pan fried, deep fried or oven cooked. The product retails in a 240g easy zip seal pack containing 12 20-gram units, featuring the V-Label seal from the European Vegetarian Union.

Ingredients (On Pack):
Pedrosillano chickpeas, water, textured pea protein, spinach, sunflower oil, Bolognese sauce (vegetables (tomato, onion, salt, spices, dextrose, flavouring), fine textured rice, salt, cornstarch, potato starch, pea fibre).

Strawberry Flavour Vegan Protein Powder
Company Mark Warnecke
Brand AMSPORT I Am
Sub-category Meal replacements and other drinks
Market Germany
Location of manufacture Germany
Date published July 2019
Launch type New product
Price in local currency €18.95
Price in US dollars 21.59

AMSPORT I Am Erdbeer-Geschmack Vegan Protein (Strawberry Flavour Vegan Protein Powder) features a 100% natural recipe with natural flavours, plant-based protein and sweetener. It combines pea, rice and sunflower proteins to provide energy and a balanced mix of amino acids. This lactose-free product has been developed by nutritionists and retails in a 450g pack which bears the FSC Mix logo.

Ingredients (on pack):
Pea protein isolate (75.1%), sunflower protein (6%), hemp protein (5.5%), rice protein concentrate (4.5%), natural flavour, thickener (guar gum), acidifier (citric acid), colouring food (contains beetroot powder), sweetener (steviol glycosides), anti-caking agent (silicon dioxide)

Conclusion and challenges

North American and European consumers' interest in non-meat-based protein options are increasing. Food industry players that want to capture the opportunities must understand the evolving market dynamics and the marketing challenges that are rising with these types of products.

Public awareness and perception

Although products containing vegetable protein are becoming increasingly popular, the average consumer in North America and Europe still knows relatively little about the overall benefits of vegetable protein by type. For example, the benefits of peas over lentils, lentils over beans, etc. Low consumer awareness is an element that could also hinder the growth of the pea protein market in North America and Europe compared to other vegetable proteins such as lentils or beans. Consumers in North America and Europe, especially millennials and Generation Z, tend to be informed by different online sources (social networks, blogs, etc.) where the information is sometimes less reliable. As consumers learn more about various food and beverage trends, expect them to ask more questions as scrutiny of products containing plant-based protein is only one example.

Perceptions

In addition, not all types of plant-based protein processed food may appeal equally in the eyes of the average consumer. As stated by Emma SchofieldFootnote 6: « Peas, for example, are a natural source of protein and are a familiar vegetable that will resonate with consumers as healthy and safe. By contrast, pea protein, in concentrated or isolated forms, is likely to evoke a very different image in consumers' minds to the humble garden pea. In Germany, just one in five (19%) of consumers agree that concentrated proteins are as appealing as whole food sources of protein. One in three (31%) of Germans agree that the ingredients added to products to make them high protein are worrying. This shows, that while proteins are appealing, more innovation and transparency is needed, for consumers to be fully on board. »

Cost

Manufacturers must take into account that modern consumers are looking for value for money. As their propensity for functional foods, organic and clean label products increases, the price must be relative to what is being offered for similar types of products within the market they are targeting.

Definitions

New product
It is assigned when a new range, line, or family of products is registred.
New variety/range extension
This launch type is dependent on the brand field. It is used to document an extension to an existing range of products that have previously been registred.
New packaging
This launch type is determined by visually inspecting the product for changes, and also when terms like new look, new packaging, or new size are written on pack.
New formulation
This launch type is determined when terms such as new formula, even better, tastier, now Lower in fat, new and improved, or great new taste are indicated on pack. Mintel databank do not look at the ingredient list to determine a new formulation.
Relaunch
This launch type is determined when specified on pack, via secondary source information (trade shows, websites, and press) or when a product has been both significantly repackaged and also reformulated. If a product is reformulated and repackaged then this launch type is selected.

Resources

Customized Report Service - Pea protein markets: North America and Europe
Global Analysis Report

Prepared by: François Thériault, Market Analyst

© Her Majesty the Queen in Right of Canada, represented by the Minister of Agriculture and Agri-Food (2019).

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