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Health and Wellness Series - Pea Protein Isolate in Food and Beverage Products

August 2016


Contents


  • United States dollar (US$)
  • Compound Annual Growth Rate (CAGR)
  • United States (U.S.)
  • Genetically Modified Organisms (GMO)

Executive Summary

Globally, there were 170 products containing pea protein isolate launched between January 2011 and December 2015: 143 in the food category, and 36 in the drink category.

With 61 products, the United States saw the largest number of new food products containing pea protein isolates launched during the review period (January 2011 to December 2015). It also had the most new drink products containing pea protein isolates (17).

The most common claims used for products containing pea protein isolate in food and beverage products fell under the "suitable for" category (i.e. low/no/reduced allergens, gluten-free, no animal ingredients, etc.).

The Canadian company, Daiya Foods, was a leader in launching products with pea protein isolate over the past five years, with 13 products in the United States and 5 products in Canada.

New Products Containing Pea Protein Isolate

From January 2011 to December 2015, there were 170 new products launched globally that contained pea protein isolate. The United States (U.S.) saw the most new product launches, with a total of 78. Most of the country's products were snack/cereal/energy bars, meal replacement beverages, or meat substitute products.

With the majority of its products in the processed poultry, processed cheese, and snack/cereal/energy bar subcategories, Canada had the second largest amount of new products containing pea protein isolate. Ten products containing pea protein isolate were introduced in Brazil, most of which were meal replacement beverage products. The United Kingdom (U.K.) had a total of 10 new products with pea protein isolate, with the majority being meal replacement beverage products, bread products, or snack/cereal/energy bars. Italy ranked fifth in product launches, with seven products, including three processed fish/meat/egg products, two hors d'oeuvres, one savoury biscuit/cracker product, and one meal replacement beverage product.

New Products with Pea Protein Isolate by Top Five Markets and Category, from January 2011 to December 2015 (Total Products 170)
Country Product Category Number of Products
Source: Mintel, 2016.
United States - 78 Food 61
United States - 78 Drink 17
Canada - 32 Food 31
Canada - 32 Drink 1
Brazil - 10 Drink 9
Brazil - 10 Food 1
United Kingdom - 10 Drink 5
United Kingdom - 10 Food 5
Italy - 7 Food 6
Italy - 7 Drink 1
Other Countries - 33 Food 30
Other Countries - 33 Drink 3

Over the past five years, the market for products containing pea protein isolate has been increasing, reaching 64 products in 2015.

New Packaged Food and Beverage Products with Pea Protein Isolate by Top 5 Markets, from January 2011 to December 2015
Country 2011 2012 2013 2014 2015 Total
Source: Mintel, 2016.
United States 5 4 18 24 27 78
Canada 0 2 8 7 15 32
Brazil 0 0 1 0 9 10
United Kingdom 2 1 0 3 4 10
Italy 0 0 2 3 2 7
Other Countries 5 5 6 10 7 33
Total 12 12 35 47 64 170

From January 2011 to December 2015, the four main subcategories included snacks, processed fish/meat/egg products, other beverages, and side dishes.

  • Within snacks, 30 products were snack/cereal/energy bars, six bean-based snacks, five were vegetable snacks, two were corn-based snacks, and two were hors d'oeuvres.
  • Within the processed fish/meat/egg products subcategory, 17 were meat substitutes, 13 were poultry products, three were meat products, and two were fish products.
  • Within the other beverages subcategory, all were meal replacement beverages.
  • Within side dishes, all were pasta side dishes.
New Packaged Food and Beverage Products with Pea Protein Isolate in the World by Subcategories, From January 2011 to December 2015
Product Subcategory Number of Products
Source: Mintel, 2016.
Snacks 45
Other Beverages 35
Processed Fish/Meat/Egg Products 35
Side Dishes 15
Dairy 14
Bakery 8
Desserts and Ice Cream 7
Meals and Meal Centres 7
Breakfast Cereals 1
Sauces and Seasonings 1
Savoury Spreads 1
Sports and Energy Drinks 1

Top Companies

The Canada-based company, Daiya Foods, was a leader in launching products with pea protein isolate, with a total of 18 products launched from January 2011 to December 2015. Most of their products belong to the dairy category, with 13 processed cheese products, but they also launched five frozen desert products.

The Italian company, Dr. Schär, had the second largest number of launches with 13 products, all of which were pasta. Their products are sold in Turkey, Spain, France, Norway, Russia, Mexico, Peru, and Egypt.

Beyond Meat (U.S.) launched six new products containing pea protein isolate during the review period (January 2011 to December 2015). All of their products were meat substitutes.

The British company, Pulsin', launched six new products containing pea protein isolate, all of which were protein snack bars. These products were sold in Finland, Germany, the Netherlands, the United Kingdom, and South Africa.

The Good Bean (U.S.) had six new products containing pea protein isolate, all of which were bean-based snacks. Their products are mostly sold in the United States, with the exception of one product which can be found in Canada.

Top Companies and Number of Products Containing Pea Protein Isolate Found in Each of the Top Five Markets, from January 2011 to December 2015
Country Company Number of Products
Source: Mintel, 2016.
United States Daiya Foods (Canada) 13
United States Beyond Meat (United States) 6
United States Kind (United States) 5
United States The Good Bean (United States) 5
United States Health Warrior (United States) 4
United States Lightlife Foods (United States) 4
Canada Daiya Foods (Canada) 5
Canada Loblaws (Canada) 4
Canada M&M Meat Shops (Canada) 4
Canada Pinty's Delicious Foods (Canada) 4
Canada Genuine Health (Canada) 3
Canada Olymel (Canada) 3
Brazil Codap (Brazil) 3
Brazil Danone (Brazil) 3
Brazil Renk's Industrial (Brazil) 3
Brazil Danone (Brazil) 2
Brazil Nutricia (Netherlands) 2
United Kingdom Boulder Brands (United Kingdom) 2
United Kingdom GlaxoSmithKline (United Kingdom) 2
United Kingdom Superdrug (United Kingdom) 2
United Kingdom International Natural Products (Switzerland) 1
United Kingdom Nature Valley (United Kingdom) 1
Italy Padoa (Italy) 5
Italy Enervit (Italy) 1
Italy Nestlé (Italy) 1

Health Claims

Of the products including a "low/no/reduced allergen" claim, 27 were snack/cereal/energy bars, 24 were meal replacement beverages, 14 were pasta products, 13 were poultry products, 13 were processed cheeses, 12 were meat substitutes, six were bean-based snacks, five were frozen desserts, five were bread products, five were vegetable snacks, two were dessert toppings, one was a rice/nut/grain/seed based drink, one was a prepared meal, one was an energy drink, and one was a meat product. The United States (U.S.) launched the most products that included this claim, with 62 new products from January 2011 to December 2015, followed by Canada, with 26 products launched during this same period.

Most products containing pea protein isolate with the "no animal ingredients" and "gluten-free" claims were in the snacks, processed fish/meat/eggs products, and meal replacement beverage products subcategories. The United States launched the most products with the "no animal ingredients" claim with 47 product launches, followed by Canada with 12.

New Packaged Food and Beverage Products with Pea Protein Isolate by Top 20 Claims, from January 2011 to December 2015
Claims Number of Products
Source: Mintel, 2016.
Low/No/Reduced Allergen 130
Gluten-Free 124
No Animal Ingredients 74
Vegan 73
GMO-Free 65
Kosher 46
Low/No/Reduced Lactose 45
No Additives/Preservatives 41
High Protein 40
Low/No/Reduced Cholesterol 34
Ease of Use 26
Environmentally Friendly Package 23
Vegetarian 22
Environmentally Friendly Product 21
High/Added Fiber 21
Microwaveable 19
All Natural Product 18
Low/No/Reduced Sugar 16
Positioning – Social Media 15
Low/No/Reduced Glycemic 14

In the Last Three Months (January 1, 2016 to March 31, 2016)

It appears that the use of pea protein isolate in food and beverage products has increased significantly in recent months. With 47 new products containing pea protein isolate, the last three months represents the equivalent to 27.6% of the total number of products launched over the past five years.

Twenty-two of these products were snacks: including 13 snack/cereal/energy bars; four potato snacks; three bean-based snacks, and two wheat and other grain-based snacks. There were also seven meals/meal centres, four dairy products, three bakery products, three processed fish/meat/egg products, three meal replacement beverages, two dessert/ice cream products, two side dishes, and one iced coffee beverage.

Most of the products were launched in the United States, with 18 new product launches, followed by Canada (16), Brazil (4), and Germany (4). The low/no/reduced allergen claim was on 70% of the new products launched within the past three months, while the gluten-free claim was found on 62% of products, and the kosher claim was on 51% of products.

New Product Examples

Double Chocolate Cookie

  • Company: Lenny & Larry's
  • Brand: Lenny & Larry's The Complete Cookie
  • Category: Bakery
  • Sub-Category: Sweet Biscuits/Cookies
  • Country: United States
  • Launch Type: New Packaging
  • Price in US$: 5.78
  • Claims: Ethical - Environmentally Friendly Product, GMO-Free, Kosher, Low/No/Reduced Allergen, Low/No/Reduced Cholesterol, Low/No/Reduced Sugar, Low/No/Reduced Transfat, No Animal Ingredients, Social Media, Vegan, Vegetarian
  • Product Description: Lenny & Larry's The Complete Cookie Double Chocolate Cookie has been repackaged in a newly designed 16-oz. pack containing 4 x 4-oz. cookies and bearing Facebook, Twitter and Instagram links. The fresh baked product which contains 16g protein per cookie is suitable for vegans and free from GMO, dairy, eggs and soy. It is kosher certified and contains no high fructose corn syrup, cholesterol, trans fat, artificial sweeteners or sugar alcohols. These cookies are made with sustainable palm oil and contain 8g of fiber per unit.

Plain Dairy Free Probiotic Cultured Flaxmilk Beverage

  • Company: Good Karma Foods
  • Brand: Good Karma
  • Category: Dairy
  • Sub-Category: Rice/Nut/Grains & Seed Based Drinks
  • Country: United States
  • Launch Type: New Variety/Range Extension
  • Price in US$: 3.50
  • Claims: Digestive (Functional), GMO-Free, Gluten-Free, Kosher, Low/No/Reduced Allergen, Low/No/Reduced Lactose, No Additives/Preservatives
  • Product Description: Good Karma Plain Dairy Free Probiotic Cultured Flaxmilk Beverage is rich in calcium and vitamin D and contains 5g plant protein and 1200mg omega-3 per serving. This rich and creamy beverage features seven live and active cultures and beneficial bacteria. The product retails in a 32-fl. oz. bottle.

Vegetarian Indian Curry with Beyond Chicken

  • Company: General Mills
  • Brand: Beyond Meat
  • Category: Meals and Meal Centers
  • Sub-Category: Prepared Meals
  • Country: United States
  • Launch Type: New Product
  • Price in US$: 5.69
  • Claims: Beauty Benefits, Ethical - Animal, Ethical - Environmentally Friendly Package, Ethical - Environmentally Friendly Product, GMO-Free, Low/No/Reduced Allergen, Low/No/Reduced Cholesterol, Low/No/Reduced Saturated Fat, Microwaveable, No Animal Ingredients, Other (Functional), Vegan, Vegetarian
  • Product Description: Beyond Meat Vegetarian Indian Curry with Beyond Chicken is comprised of Beyond Chicken strips, roasted red potatoes, roasted cauliflower, green peas, lentils and red quinoa in curry sauce. This 100% vegan meal can be microwave heated, contains 21 grams plant protein, and is free of GMOs, cholesterol, saturated fat and animal fat. The animal-friendly product retails in a 10-oz. pack made of 100% recycled paperboard.

Medium Cheddar Style Farmhouse Block

  • Company: Daiya Foods (Canada)
  • Brand: Daiya
  • Category: Dairy
  • Sub-Category: Processed Cheese
  • Country: Canada
  • Launch Type: New Packaging
  • Price in US$: 6.99
  • Claims: Convenient Packaging, Ethical - Environmentally Friendly Package, Gluten-Free, Kosher, Low/No/Reduced Allergen, Low/No/Reduced Cholesterol, No Animal Ingredients, Vegan
  • Product Description: Daiya Medium Cheddar Style Farmhouse Block has been repackaged. The kosher certified, artisan product is free from gluten, dairy, soy, casein and cholesterol, has been artfully crafted, and is suitable for vegans. It retails in a newly designed, easy open 200g pack made with 65% less packaging.

Market Size

Select Packaged Food and Beverage Categories for Key Countries

Although no data is available regarding market size for the meal replacement beverage products category, which had the largest amount of products containing pea protein isolate over the past five years, the table below provides market size data for other popular product categories that often but do not necessarily contain products containing pea protein isolate, such as pasta, snack bars, meat substitutes, and sweet and processed meat and seafood.

With retail sales of US$2.9 billion in 2015, Italy had the largest market for pasta, but Brazil had the highest growth rate with a compound annual growth rate of 6.7% from 2010 to 2015.

The United States had the largest market size for snack bars, worth US$6.8 billion in 2015 as well as for meat substitutes (US$632 million), and processed meat and seafood (US$36.7 million). However, Brazil experienced the most growth in the snack bars category from 2010 to 2015, with a compound annual growth rate of 22% as well as in the processed meat and seafood category (4.1%), and Italy experienced the most growth in the meat substitute category (with a compound annual growth rate of 6.8% from 2010 to 2015).

Market Size, Retail Value Sales in US$ Millions - Packaged Food, Beverage, and Health and Wellness Products for Select Countries and Categories
Country Category 2010 2015 2016 2020 2010-15 CAGR 2016-20 CAGR
Source: Euromonitor International, 2016.
Compound Annual Growth Rate (CAGR)
Note: This market size shows only selected countries and product categories for packaged food and beverage products with a significant number of new product launches containing pea protein isolate.
United States Pasta 2,669.9 2,761.6 2,828.4 2,875.5 0.7 0.4
United States Snack Bars 5,5986.0 6,846.4 7,001.1 7,472.6 4.1 1.6
United States Meat Substitutes 491.0 632.2 649.3 730.0 5.2 3.0
United States Processed Meat and Seafood 30,458.1 36,690.3 37,252.7 39,875.4 3.8 1.7
Canada Pasta 617.5 729.1 740.6 776.1 3.4 1.2
Canada Snack Bars 702.8 848.4 879.6 975.9 3.8 2.6
Canada Meat Substitutes 83.1 100.0 102.0 110.2 3.8 1.9
Canada Processed Meat and Seafood 4,299.3 5,067.0 5,225.0 5,781.0 3.3 2.6
Brazil Pasta 1,216.6 1,681.9 1,720.5 1,889.3 6.7 2.4
Brazil Snack Bars 143.0 387.0 433.2 639.4 22.0 10.2
Brazil Meat Substitutes
Brazil Processed Meat and Seafood 1,854.5 2,645.3 2,758.6 3,241.2 7.4 4.1
United Kingdom Pasta 740.3 850.0 861.3 883.7 2.8 0.6
United Kingdom Snack Bars 615.0 754.2 753.8 774.8 4,2 0.7
United Kingdom Meat Substitutes 293.6 328.9 328.8 337.8 2.3 0.7
United Kingdom Processed Meat and Seafood 11,614.7 12,351.6 12,103.3 12,034.0 1.2 −0.1
Italy Pasta 3,124.7 2,901.8 2,878.1 2,589.5 −1.5 −2.6
Italy Snack Bars 167.4 166.3 166.1 166.4 −0.1 0.1
Italy Meat Substitutes 5.6 7.8 8.1 9.1 6.8 2.8
Italy Processed Meat and Seafood 12,062.4 13,893.7 13,967.2 13,640.8 2.9 −0.6

Other noteworthy product categories include "health and wellness" type baby food and hot drinks. Although "health and wellness" type baby food in Brazil only represented a value of US$596.3 million in 2015, it increased by a compound annual growth rate of 18.5% from 2010 to 2015. "Health and wellness" type hot drinks in Canada, worth US$860.2 million in 2015, increased by a compound annual growth rate of 20.3% from 2010 to 2015. Growth in this category is expected to continue at a compound annual growth rate of 15.5% from 2016 to 2020.

Conclusion

Over the past five years, pea protein isolate has mostly been used in meal replacement beverage products, snack/cereal/energy bars, meat substitutes, pasta, and poultry products. The most common claims found on these products have been the "suitable for" type, such as "no/low/reduced allergen" or "gluten-free".

Although the United States represented the largest market in most product categories, there are opportunities in markets experiencing significant growth, such as snack bars and health and wellness baby food in Brazil, and health and wellness hot drinks in Canada.

For More Information

International Trade Commissioners can provide Canadian industry with on-the-ground expertise regarding market potential, current conditions and local business contacts, and are an excellent point of contact for export advice.

For additional intelligence on this and other markets, the complete library of Global Analysis reports can be found under Statistics and Market Information at the following link, arranged by sector and region of interest:

Resources

  • Euromonitor International Database, 2016.
  • Mintel Global New Products Database, 2016.

Health and Wellness Series - Pea Protein Isolate in Food and Beverage Products
Global Analysis Report
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