President & Chief Innovation Officer, Mattson What You Need to - PowerPoint PPT Presentation

President & Chief Innovation Officer, Mattson

What You Need to Know About the Meteoric Rise in Flexitarian Eating

About ut Me 1. 1. What We Do & Why We’re Interested In This Topic 2. 2. What does es Flexi xitar arian an Mean? 3. 3. Propriet etar ary y Consumer er Resear arch 4. 4. How HPP Can Tap Into This Trend nd 5. 5. Q&A 6. 6. 3

President & Chief Innovation Officer MATTSON Author TASTE: Surprising Stories & Science About Why Food Tastes Good Instructor The Fundamentals of Taste at San Francisco Cooking School Forbes Contributor I write about the business of food 4 4

INNOVATION & DEVELOPMENT DRIV IVEN N ENABL BLED ED BY STR TRAT ATEGY EGY BY INSIG SIGHTS TS 6

IS CULINARY & TECHNICAL WE ARE LOCATED ATED AT THE E EPICENTE ICENTER OF FOOD D TREND ENDS BERKELEY’S CALIF LIFORNIA IA WORLD-CHANGING WINE COUNTRY’S FOOD ACTIVISM ASPIRATION FOOD AND BEVERAGE SAN FRANCISCO’S VIBRANT CULINARY SCENE SILICON VALLEY’S SPIRIT OF INNOVATION 7

WE TRA RANS NSFO FORM RM HOLI LISTIC STIC THINKI INKING NG & CONSUMER UMER INSIGH SIGHTS TS & FO FOOD D TRE RENDS NDS INTO NTO VI VIAB ABLE LE BUS USINE NESS SS OPPORTUNITI PORTUNITIES ES 8

A GREAT PRODUCT A G A GRE REAT AT PRO RODUCT DUCT IS S YOUR UR UL ULTIMATE TIMATE IS YOUR ULTIMATE COMP MPETITIV ETITIVE COMPETITIVE AD ADVA VANTA NTAGE GE ADVANTAGE 9

10,000 SQUARE FEET OF DEVELOPMENT SPACE 30 MEMBERS OF CULINARY, R&D, SCALE-UP TEAM PILOT PLANT REGULATORY INPUTS, COPACK SEARCH & COMMERCIALIZAITON 10

Mattson Facility in Northern CA Mattson Facility in Northern CA 11 11

Organic Salad Dressing Juices • Coffee Beverages • Plant-Based Beverages • Deli Meats + Cheese • Salad Dressing • Salsa • Potatoes • Pasta Sauces • Baby Food • Sausage • And others •

Flexible + Vegetarian = Fle lexi xitarian tarian 18

Originally a cookbook and diet. Publica ication tion Date: Oct 2008!! 19

Omnivore: I Eat A I Eat Mostly I am a Vegan: I Eat A Wide Variety Vegetarian, but Vegetarian: I eat No Wide Variety of Foods But Occasionally No Animal of Foods Trying To Eat Eat Meat, Dairy, Meat, Pork, Products LESS Meat, Pork, Chicken, Chicken, etc. Dairy, Pork, etc. Chicken, etc. And you? 20

Omnivore: I Eat A I Eat Mostly I am a Vegan: I Eat A Wide Variety Vegetarian, but Vegetarian: I eat No Wide Variety of Foods But Occasionally No Animal of Foods Trying To Eat Eat Meat, Dairy, Meat, Pork, Products LESS Meat, Pork, Chicken, Chicken, etc. Dairy, Pork, etc. Chicken, etc. Single Dating Exclusive Engaged Married 21

I Eat A I Eat Mostly Wide Variety Vegetarian, but Dairy, Pork, etc. + of Foods But Occasionally Trying To Eat Eat Meat, Dairy, LESS Meat, Pork, etc. Just a desire to eat LESS ________________. 22

It lets you dabble, play the field, try things gs on for size. be “flex - curious” 23

The abi bili lity ty to FLEX EX in and d out is why the beha havi vior is growing!! wing!! 24

Mattson proprietary study on eating trends, behaviors, and beliefs to • understand consumers opinions on plant-based food. Online survey fielded June 4-23, 2017 • Sent to 1,000s of gen pop consumers in Mattson’s database • Survey link was posted on social media sites • n=1163 consumers completed survey • 26

Q. WHIC ICH H BEST DESCRIB IBES S THE WAY YOU EAT? 70% At 6% of pop, 60% 65% 65% vegetarians + vegans aren’t big enough to target 50% 40% 30% 20% 20% 20% 10% 9% 9% 4% 4% 2% 2% 0% Wide variety of foods including Wide variety of foods, LESS Mostly vegetarian - Vegetarian - no meat Vegan - no animal products meat, dairy, pork, and poultry meat, dairy, pork, etc. occasionally meat, dairy, poultry, etc. 27

Q. WHIC ICH H BEST DESCRIB IBES S THE WAY YOU EAT? 70% 29%: 60% About 1/3 65% 65% of the population are 50% FLEXITARIANS 40% 30% 20% 20% 20% 10% 9% 9% 4% 4% 2% 2% 0% Wide variety of foods including Wide variety of foods, LESS Mostly vegetarian - Vegetarian - no meat Vegan - no animal products meat, dairy, pork, and poultry meat, dairy, pork, etc. occasionally meat, dairy, poultry, etc. 28

Q. IN THE YEAR AHEAD AD, , HOW W OFTEN N DO YOU EXPECT TO EAT PLANT-BASE ASED FOODS? Almost HALF of 60% population says they And the plan to eat MORE behavior will plant-based foods. 45% continue to grow! 40% % of Respondents 31% 20% 17% 5% 1% 1% 0% Much more often Somewhat more About the same Somewhat less Much less often Do not eat plant- often often based foods & never will 29

Improve Your Raise Your infrastructure Taxes ? + - Hell, Yes! Not in My Backyard 30

48% of population 29% of population admits + - says they plan to to trying to eat LESS of eat MORE what they LOVE! plant-based foods. 31

Omnivore: I Eat A I Eat Mostly I am a Vegan: I Eat A Wide Variety Vegetarian, but Vegetarian: I eat No Wide Variety of Foods But Occasionally No Animal of Foods Trying To Eat Eat Meat, Dairy, Meat, Pork, Products LESS Meat, Pork, etc. Chicken, etc. Dairy, Pork, etc. Eating Vegan at Panera Dining out vegan can be tricky, but at Panera, we think it should be easy for you to eat the way you want. At Panera, items designated as vegan have no animal sources: no meat, fish, shellfish, milk, egg or honey products, and no enzymes and rennet from animal sources. 32

Lacto-Ovo Vegan: Lacto Vegetarian: Vegetarian: Vegetarian: Only plant- No No No based foods Meat, Meat, Meat, Fowl, Fowl, Fowl, Pork, Pork Pork, Dairy Dairy, Eggs A lot of baggage on this end of the continuum. 33

Positivi sitivity ty matters ters when it comes es to what people e eat!

Q. WHAT AT COMES ES TO MIND FOR EACH STATEME MENT NT … Consu nsumers s were e force ced d to pick ck 1: 100% % Plant-based based Vegan an + The e futu ture 83% 17% + More e flexible ible 79% 21% + More e for me 76% 24% + Goin ing g to taste te better er 73% 3% 27% + Health thier ier 68% 32% More e of a dietar ary y choi oice ce 59% 41% Somewhat at uncl clear ar 55% 45% More e of a lifes estyle tyle than an a diet 39% 61% Old schoo ool 26% 74% 35

Q. WHAT AT COMES ES TO MIND FOR EACH STATEME MENT NT … 100% % Plant-based based Vegan an The e futu ture 83% 17% More e flexible ible 79% 21% More e for me 76% 24% Gorin ing to taste te better ter 73% 3% 27% Health thier ier 68% 32% More e of a dietar ary y choi oice ce 59% 41% Somewhat at uncl clear ar 55% 45% More e of a lifes estyle tyle than an a diet 39% 61% Old schoo ool 26% 74% 36 Bold= d=Hig Highe her score re

Q. WHAT AT COMES ES TO MIND FOR EACH STATEME MENT NT … 100% % Plant-based based Vegan an The e futu ture 83% 17% Means making choices More e flexible ible 79% 21% at the table More e for me 76% 24% Gorin ing to taste te better ter 73% 3% 27% Health thier ier 68% 32% More e of a dietar ary y choi oice ce 59% 41% Somewhat at uncl clear ar 55% 45% More e of a lifes estyle tyle than an a diet 39% 61% Old schoo ool 26% 74% 37 Bold= d=Hig Highe her score re

Q. WHAT AT COMES ES TO MIND FOR EACH STATEME MENT NT … 100% % Plant-based based Vegan an Means making ethical The e futu ture 83% 17% choices … More e flexible ible 79% 21% which are hard, More e for me 76% 24% and sometimes naked Gorin ing to taste te better ter 73% 3% 27% Health thier ier 68% 32% More e of a dietar ary y choi oice ce 59% 41% Somewhat at uncl clear ar 55% 45% More e of a lifes estyle tyle than an a diet 39% 61% Old schoo ool 26% 74% 38 Bold= d=Hig Highe her score re

+ - Plant Based Vegan = = Celebration Deprivation 39

Q. WHAT AT COMES ES TO MIND FOR EACH STATEME MENT NT … 100% % Plant-based based Vegan an The e futu ture 83% 17% More e flexible ible 79% 21% PB needs Vegan carries More e for me 76% 24% clarification for some baggage Gorin ing to taste te better ter 73% 3% 27% some people Health thier ier 68% 32% More e of a dietar ary y choi oice ce 59% 41% - Somewhat at uncl clear ar 55% 45% More e of a lifes estyle tyle than an a diet 39% 61% - Old schoo ool 26% 74% 40 Bold= d=Hig Highe her score re

The V Word

100% Plant Based

Q. TOP 3 R REASONS NS FOR CHOOSING ING TO EAT PLANT NT-BAS ASED ED FOODS MORE OFTEN? N? General health benefits 76% Lose weight 44% Feel better when eat plant-based foods 44% Better for environment 31% Help manage health condition 28% #1 reason Don't like eating animals treated with horomones 23% by 34% points! Animal welfare 23% Food intolerances/sensitivities 13% “It’s better for me” Persuaded by friends/family 7% My kids eat plant-based 3% Doctor/test confirmed food allergies 2% 0% 20% 40% 60% 80% % of Respondents 43