PROGRESSING PROTEIN PALATES

HOW ABOUT PLANT-BASED MEAT ALTERNATIVES?HOW ABOUT PLANT-BASED MEAT ALTERNATIVES?

growing

11%year-over-year

Alternatives are 71%of plant-based

purchasers also eat meat!

NATURAL/ORGANIC GROWTH IS OUTPACING CONVENTIONALNATURAL/ORGANIC GROWTH IS OUTPACING CONVENTIONAL

1%

8%

2%

4%

ChickenBeef

Younger shoppers are especially drawn to

grass-fed beef.

ConventionalNatural/Organic

OLDER GENERATIONS:health benefits

YOUNGER GENERATIONS:feeling full,

exercise recovery

WHY

PROTEIN IS IMPORTANT

of Millennialsare buying more fresh meat, exceeding all other generations

Key reasons for reduction:

PRICE EATING HEALTHIER

buying MOREbuying LESS

Beef + Chicken =

of fresh meat sold

41%18%12%

70%The avg. consumer

of red meat + poultry this year!source: USDA

fresh meat vs. year ago

222 LBS WILLEAT

21

Winter 2018 Americans (still) love meat. And alternatives are on the rise.Americans (still) love meat. And alternatives are on the rise.PROTEIN PALATESPROGRESSING PROTEINPROTEIN PALATESPALATESPROGRESSINGPROGRESSING

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MOSTCONFUSED

MOSTINFORMED

• Packaging• Take away info cards

• All natural• No added hormones/antibiotics

Informed Gen X is most influenced by:

BUT SHOPPERS STRUGGLE WITH PRODUCT CLAIMS AND LABELING

Gen XMillennials

more info to understand, especially via:who are confused want 85%

• Al

l-N

atural • GMO Free • Organic • Humanely Rais

ed

RECOMMENDATIONS• Millennials are the key to growth: they are purchasing

more fresh meat and plant-based alternatives versus all other generations. Educate them on how to use protein sources with easy-to-prepare recipes – consider alternating bundled meal options on a frequent basis to cater to various tastes.

• Interest in meatless and flexitarian diets continues to grow. Provide solutions that align with these diets.

• Many shoppers view protein as a top nutrient for health and wellness. Leverage fresh meat and plant-based alternatives in health and wellness initiatives.

• Build awareness of product claims and labeling – especially all natural and antibiotic/hormone free meat products. Consider informational take-away cards.

of meat-eating Millennials1 IN 3 MEALS

TOP REASONS FOR MILLENNIAL INTEREST

51%

37%

36%

32%

30%

overall health

particular health concerns

fewer chemicals/preservatives

environmental impact

treatment of animals

are already vegetarian/vegan

of Millennials26%

FLEXITARIAN

63%

22%

24%

40%

VEGETARIAN

50%

14%

18%

31%

VEGAN

38%10%

2%

21%

MEAT-EATERS ARE INTERESTED IN ALTERNATIVE DIETS*, ESPECIALLY MILLENNIALS

Millennials

Gen X

Boomers

Seniors * % of shoppers who are somewhat to extremely likely to consider respective diet

Data sourced from Acosta Custom Shopper Survey Jan 2018, Nielsen AOD Core Total US xAOC 52 Weeks ending Dec 30, 2017, and Nielsen FreshFacts® Total US 52 Weeks ending Oct 28, 2017

is meat-free