[PPT] - Health, the B***** word & vegetable consumption in the home PowerPoint Presentation

SLIDE 1

Health, the B***** word & vegetable consumption in the home

Head and tailwinds

Giles Quick

SLIDE 2

Agenda

2 Consumer Confidence Health Fexi/vegetarians Head and tail winds What next?

1 5 2 3 4

The B word Health as a driver of consumer choice Drivers of growth include growing numbers of flexitarians Macro trends shaping the future for vegetable consumption A few thoughts on the future

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A softening of the out of home market – over 1bn occasions lost

Obtained out of home consumption 52 w/e December 2018 Millions of occasions 26500 27000 27500 28000 28500 29000 29500

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Homemade foods

In home / Carried out food occasions NOTE : Results are from previous paper diary based Usage study 5000 5500 6000 6500 7000 7500 8000 Homemade Millions of Occasions

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Agenda

5 Consumer Confidence Health Fexi/vegetarians Tackling the Plant-Based Challenge What next?

1 5 2 3 4

The B word Health as a driver of consumer choice Drivers of growth include growing numbers of flexitarians How can meat respond to these drivers and continue to fight for its place on our everyday plate? A few thoughts on the future

SLIDE 6 Kantar Worldpanel // Total in home and carried out consumption // 52 w/e December 2018

Health now drives a third of in home food consumption choices.

33%

Health

53%

Convenience

78%

Enjoyment

£20.8 billion

SLIDE 7

Health growth has plateaued since the spring of 2018

70000 72000 74000 76000 78000 80000 82000 Health Millions of Servings KWP Usage: Total in home and carried out foods 52 w/e December 2018

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Agenda

8 Consumer Confidence Health Fexi/vegetarians Tackling the Plant-Based Challenge What next?

1 5 2 3 4

The B word Health as a driver of consumer choice Drivers of growth include growing numbers of flexitarians How can meat respond to these drivers and continue to fight for its place on our everyday plate? A few thoughts on the future

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Inflation has risen to +3.6% - but consumers don’t have to absorb the full impact of this…

9

25%

f Europeans said they expected to

reduce their meat consumption in 5 years time mainly due to health

Source: ING Economics Department (2017)

SLIDE 10 Non meat reducers 75.8% Health driven (Flexitarians) 8.3% Kantar Worldpanel // Total in home and carried out consumption // 52 w/e November 2018

Almost ¼ of the population claiming ‘meat avoidance’ behaviours

10 Vegetarians 2.4% Pescetarians 1.0% Total population Vegans 1.3% Omnivores Meat reducers Meat rejecters Other meat reducers 6.0% Cost driven 5.2% 0.6% 1 week of vegan consumption

SLIDE 11 % of savoury main meals featuring no meat or fish

10.9bn meat/fish free main meals. 254 million more than last year

37.1 37.7 38.6 38.6

36 36.5 37 37.5 38 38.5 39 52 w/e 24 Feb 19 52 w/e 25 Feb 18 52 w/e 26 Feb 17 52 w/e 28 Feb 16

An £9.6bn market

KWP Usage: Total Savoury Foods / Total Main meals) 52 w/e February 2019

SLIDE 12 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Individuals Flexitarians Vegetarian Male 65+ Male 55-64 Male 45-54 Male 35-44 Male 25-34 Male 16-24 Female 65+ Female 55-64 Female 45-54 Female 35-44 Female 25-34 Female 16-24 Child 10-15 Child 5-9 Child 4 and under 12 Individuals Eating (% share)

Integrally, flexitarians reflect the average population more than their vegetarian counterparts. A larger threat is emerging- a diet that is achievable for everyone?

KWP UK Usage | Consumers reducing red meat consumption for health reasons |52 w/e to February 2018

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Agenda

13 Consumer Confidence Health Fexi/vegetarians Head and tail winds What next?

1 5 2

3

4

The B word Health as a driver of consumer choice Drivers of growth include growing numbers of flexitarians A few thoughts on the future Macro trends shaping the future for vegetable consumption

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Traditional meal centres are in decline and we are increasingly eating dishes

Protein Centred 45%

47% in 2014

2%

Dishes 38%

36% in 2014

+7% Sandwiches 17%

19% in 2014

6%

Kantar Worldpanel Usage | Total Food | 52 w/e Aug 2018 vs Aug 2014

SLIDE 15 10.5 11 11.5 12 12.5 13 A 14 MJ J ASOND J 15 FM MAMJ J ASOND J 16 J FMAMJ J ASOND J 17 J FMAMJ J ASONDD J 18 FMAMJ J ASON

Ease not speed - double the size and trending but the average lunch/evening meal takes 23 minutes to prepare and cook

15 18 18.5 19 19.5 20 20.5 A 14 MJ J A S OND J 15 FMMAMJ J A S ONDJ 16 J FMAMJ J A S ONDJ 17 J FMAMJ J A S ONDDJ 18 FMAMJ J A S ON

Quick to prepare Easy to prepare

% servings Total Food, IH/CO, 52 w/e November 2018

SLIDE 16 5 10 15 20 25 30 35 40 1 2 3 4 5+ Total Food Vegetables

We’re least likely to eat vegetables when eating alone

No. People Present

Meal Occasions (% share) Two People Present (ix.109)

SLIDE 17 5 10 15 20 25 30 5 minutes or less 6-10 minutes 11-20 minutes 21-30 minutes 31-40 minutes 41-50 minutes 51-60 minutes 61-90 minutes 91 minutes - 2 hours more than 2 hours Total Food Vegetables

We tend to take more time on our meals when vegetables are present

Average prep time:

39.5 minutes

In comparison to total foods

33.4 minutes

Prep Time Meal Occasions (% share)

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Agenda

18 Consumer Confidence Health Fexi/vegetarians Head and tail winds What next?

1 5 2 3 4

The B word Health as a driver of consumer choice Drivers of growth include growing numbers of flexitarians A few thoughts on the future Macro trends shaping the future for vegetable consumption

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Veg challenges

19

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British cuisine is moving from protein centric to dish centric. Typically veg loses Eating rituals are leading to fragmented meals. Eating alone. Veg loses Convenience is a hygiene factor. Time preparing food is declining. Veg does less well at quick meals. Processed food is winning at the expense of homecooked/homemade. A challenge for veg.

1 2 3 4

5 a day – high awareness, an ambition for most – veg pushing against an open door Health is a driver of consumer choice. Veg wins Growing numbers of flexitarians Environmental awareness growing – veg scores well

Veg reasons to be cheerful