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What the rise of alternative proteins means for the meat industry
Gilles BoumeesterFebruary 2018
It looks OK, but can you really eat that?
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“I know protein is good for me”
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Worldwide google searches show how eating protein is connected to good intentions
Source: Google; Rabobank, 2018
But protein is no longer just about meat
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Worldwide google searches show how ‘flexitarian’ is increasingly popular
Source: Google; Rabobank, 2018
Re-thinking meat consumption has become a global trend
5Source: Mic, 2018
Re-thinking meat consumption has become a global trend
6Source: WildAid, 2017
Three types of alternative proteins – at different stages of market maturity
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Source: Rabobank 2017
Meat substitutes Emerging alternatives Lab-grown meat
products
Lab-grown meat
products
Alternative proteins are gaining market share – from a small base
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The market in the US and Canada is still small, but is growing fast
The growth of alternative proteins is minor compared to animal protein growth
Source: Rabobank 2017
Strong per capita consumption
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US per capita protein consumption approaching record levels
Sources: USDA; Rabobank estimates, 2018
Alternative proteins are poised to steal ‘our’ growth in Europe
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The growth rate is slightly higher in the EU
One third of growth in Europe will go to alternative proteins
Source: Rabobank 2017
Alternative proteins are also gaining market share as feed ingredient
11Source: Calysta, Rabobank, 2018
Black soldier fly
Larvae Protein-rich meal, potentially used in aquatic feeds
14-day feeding cycle
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Insect based proteins
Algal proteins and oils Bacterial proteins
Very quick lifecycle, sustainable, hypoallergenic, high protein, limited land use
Sustainable, scalable, reliable, non-GMO, high protein, low lipid
Sustainable, cost efficient, reliable, good for consumer and animal health
What is driving consumer interest in alternatives to meat?
12Source: Rabobank, 2017
US consumers go lean and less, before going without meat
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Millennials are much more inclined to go meatless
Source: NAMI; Rabobank, 2017
Millennials Baby boomers
41% 55%
30% 44%
30% 37%
25% 29%
12% 29%
24% 11%
Animal welfare concerns are insatiable
14Source: Compassion in World Farming, 2017
Sustainability concerns are growing
15Source: IATP, GRAIN, Heinrich Boell Foundation, 2017, Rabobank 2018
CANADA
Investor signals are mixed
16Source: Anterra Capital; FAIRR, 2017
• USD 13 bn
• M&A activity in alternative foodcompanies since 2014
• USD 20 mn – 400 mn
• Investments in leading alternative protein companies
• USD 50 mn – 1 bn+
• Valuations of leading alternative protein companies, at very low or no revenue
Values drivenWilling to
spend more
“Dude, where’s my consumer?”
180+ million millennials in the US and Europe
Source: Rabobank, 2018
Experimental
Experience-driven Health-
conscious
Q: Who is driving consumption trends?
A: Millennials!
Q: Where will they buy their food?
A: Everywhere!
Q: When will they eat?
A: Any time!
Online
Consumer preferences are changing quickly, and the meat industry needs to keep up!
Personalised nutrition
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23% protein23 g protein
10% protein
25% protein
Source: Walmart, Habit, 2017
11% protein
Product quality is already acceptable – and the only way is up…
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Successfully navigating a future with alternative proteins
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How can we be successful, given the growth in alternative proteins
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Follow or lead the trend to alternative proteins, and learn
Re-position meat in the consumer market
Take the lead on health and sustainability
Tyson Foods is the best known of many investors in alternative proteins
22Source: CNBC, 2017
Get (back) on-trend with consumers
23Source: Carnivore Club; Eataly, 2017
Hybrid product opportunities exist –it’s easy to follow the trends
24Source: ABP, 2017
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This document has been prepared exclusively for your benefit and does not carry any right of publication or disclosure other than to Coöperatieve Rabobank U.A. (“Rabobank”), registered in Amsterdam. Neither this document nor any of its contents may be distributed, reproduced or used for any other purpose without the prior written consent of Rabobank. The information in this document reflects prevailing market conditions and our judgement as of this date, all of which may be subject to change. This document is based on public information. The information and opinions contained in this document have been compiled or derived from sources believed to be reliable, without independent verification. The information and opinions contained in this document are indicative and for discussion purposes only. No rights may be derived from any potential offers, transactions, commercial ideas et cetera contained in this document. This document does not constitute an offer or invitation. This document shall not form the basis of or cannot be relied upon in connection with any contract or commitment whatsoever. The information in this document is not intended and may not be understood as an advice (including without limitation an advice within the meaning of article 1:1 and article 4:23 of the Dutch Financial Supervision Act). This document is governed by Dutch law. The competent court in Amsterdam, The Netherlands has exclusive jurisdiction to settle any dispute which may arise out of or in connection with this document and/or any discussions or negotiations based on it. This report has been published in line with Rabobank’s long-term commitment to international food and agribusiness. It is one of a series of publications undertaken by the global department of Food & Agribusiness Research and Advisory. ©2016 - All Rights Reserved.
Gilles BoumeesterGlobal Head RaboResearch Food & [email protected]
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