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ProteinWhat consumers think they know

Jenny HearneHead of Thinkers’ Thoughts

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We thought protein was worth exploring!

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Watch Me Think MethodologyObjectives Methodology Deliverables

To see the consumer preparing a

meal without meat or fish

ingredients

To discover how knowledgeable the

consumer is regarding protein

To understand the importance of

protein to consumers diets & the

key motivations for consumption

To uncover who are the main

influencers & the on pack claims

which nudge the consumer to

purchase

30 Thinkers across the UK, France

& Germany

Mix of males & females in their 20’s

– 40’s

7 Flexitarians & 3 Normal diets in

each country

3 videos each;

- Making a meal

- Eating the meal

- Exploring opinions on protein

Authentic self filmed videos with

no moderator present

● Raw video footage – 1000 minutes

● Translations & transcriptions

● 8 video highlight reels

● Observations & opportunities

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Diets are changing: how & why?

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Consumers are actively changing their diets to include more protein

Creating new cooking habits

Healthier for them & their families

More substantial

Sustainable source of energy

Noticeable weight loss & fitness benefits

“the fact that it's quite filling helps to avoid snacking during

the day” (FRANCE)

“I try to find something that keeps my blood sugar stable

throughout the day” (UK)

“I know it’s got great health benefits, it aids weight

loss” (UK)

“my main motivation is to vary our habits – to eat vegetable not

just animal protein” (FRANCE)

“All these are a good alternative to noodles or rice, because they are just healthier” (GERMANY)

“I've tried to eat less meat for quite some time, since the more

vegetarian my diet the healthier and fitter I feel.” (GERMANY)

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Similar to Marge & the Monorail…

• Unquestioning buy in of the

story…

- Protein is Lyle Lanley

- Few people like Marge

saying ‘hold on’

• Predominately good, does good

things

• No mention of Atkins, ‘Food

Babe’ or some Californian stick

insect selling them that story

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Where do we get our animal (not meat & fish) & plant proteins from?

Trending Track

Hippy Trail

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Animal & vegetable protein: Shamino acids?

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Plants vs Animals

• Easy to digest• Low Fat• Healthier • Free from antibiotics• Better for us

• Absorbed quickly• Complete source of

amino acid• Eat less to get the same

effect

• Slow to absorb• Not a “complete

source”• Eat more to get the

same effect

• High in saturated fat• Less healthy

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More education needed on protein & achieving the right balance

“I think it’s important to have both as part of a balanced diet.”

(UK)

“My understanding of plant protein is that it is much healthier than the

animal protein…but I personally think it’s good to have a balance of

both.” (UK)

“you need to be careful if you get rid of meat and fish that you're not going without certain

vitamin…in terms of sources of protein you need to balance” (FRANCE)

“I sure try to keep a variable and balanced diet. I often try out a lot of

new dishes, certainly a lot of vegetarian dishes. I eat meat 2-3 times a week max.” (GERMANY)

More education is required…

Recognition that balance is essential

But what is the right balance?

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Protein: All round good guy or just for gym rats?

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How far can protein go?

Essential for holistic health

Repair & Regeneration

Builds muscle

Where next?

- Good for energy- Essential or growth

& development- Healthy & strong

bones- Good for hair, skin &

nails- Boosts immune

system- Unable to be stored

by body

- Cell, tissue & muscle repair and

regeneration - Consumption of eggs / nuts post exercise to aid

muscle recovery & provide nourishment

- Whey protein shake- Complete protein

supplement - Build muscle &

enhance physique

- Scientific building block for beauty food

that rebuilds cells?

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Protein: Is it another bad thing?

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Can you have too much of a good thing?

Is it bad?

How much do I need?

Do I have more protein than I actually need?

Could it be fattening?

Is it bad for my cholesterol?

Is it linked to gout & kidney

disease?

Educate & provide guidance on recommended amounts and clarity on the positive & negative effects of the delivery medium

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Health, price & the environment

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He

alt

h • Crucial

• Justifies price

• Can’t put a price on health

Pri

ce

• Budget is always an issue

• Value is key

• But less expensive than meat

En

viro

nm

en

t • We don’t really care!

• The focus is on our own health & personal benefits

• But mention…

• Ranching –although beef is the bad guy

• Soy Farming

• Over Fishing

• Sustainable development

What do we really care about?

“if protein became like palm oil –produced in large quantities leading to deforestation, then we'd have to find

something else” (FRANCE)

“soya farming is starting to go the same way…any kind of mass farming of the same thing is going to

end up being a bit of a problem” (UK)

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Information & provenance: who can you trust?

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Whose opinion do we trust?

Food industry / retailers (sorry!)

Internet / Blogs – links to food industry

Confusing research

Change in facts & accepted truths

GP’s

People at the gym

Dieticians & nutritionists

Word of mouth – family & friends

The on pack label

“The trust in forums and blogs has significantly

diminished because they are financed by

food companies” (GERMANY)

“new research is always coming out that contradicts old research, so it’s a bit hard to

know what to believe” (UK)

“lots of conversations at the gym with the coach and with nutritionists there” (FRANCE)

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Whose opinion do we trust?

trust the…

trust the…

trust…

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The importance of provenance

• We are interested in the origin of

our food

• But it does not alter buying

behaviour for new & exciting foods

• Even for the most environmentally

conscious

• Personal health currently outweighs

provenance

“I take care of the environment in my daily life... I fail with quinoa because it comes from the other side of the world”

(FRANCE)

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Labels: all about the baddies?

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Nutrition is no longer about what we put into our bodies – it’s about what we don’t put in!

More protein

More fibre

Less salt

Less saturated

fat

Less sugar

Less calories

• Has nutritionalismon labels lost its way?

• Be bold in positioning a product as a

positive rather than a less or least negative

• Focus on what the

product gives, rather than

what it doesn’t give

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Opportunities & drawbacks: pack & contents

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It all comes down to awareness, taste, simplicity & convenience

Lack of awareness

❖ Limited awareness of nutritional benefits

❖ Even amongst flexitarians

❖ Unawares of its importance & relevance to them

Sell the simplicity & speed

❖ It sounds complicated - but it’s a doddle!

❖ It’s quick to prepare too

❖ They just don’t know what to do with it

❖ More inspirational recipes

Taste is #1

❖ Food needs to deliver on taste

❖ Perception that plant protein is bland

❖ Entertain people with it

❖ Better for you doesn’t mean boring

More convenience

❖ Make it quick & easy

❖ Ready meals

❖ Snacks

❖ That’s where the value is – less about price

“I usually don't eat something that isn't tasty.” (GERMANY)

“I do want things that are quick and easy to make and aren’t too time consuming., but

they’ve also got to be nutritious” (UK)

“I get in quite late in the evening, so choose something that's quick to prepare so individual packets are very good, I often get ready-to-heat

microwave meals too” (FRANCE)

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Key Takeouts

❖You can fill them up - without making them fat

❖Sell on the benefits not the virtues

❖Education, Education, Education!

❖So many people are using protein – no need to convert the converted

❖But there is a knowledge gap to fill

❖Value – not just price but convenience

❖People are always moaning about the lack of choice in ready meals –not just vegetarians

❖Where are the protein rich ones?