Worldwide meat consumption has doubled over the past 20 years and is expected to double again by 2050. This rising increase in demand for meat is due to the globalization of eating habits and improved living standards, which is driven by increased prosperity in developing countries.
Meat products continue to dominate category
Even though meat consumption continues to escalate on a global scale, we are witnessing a shift in consumer desires for meat products. Meat has fallen out of favor among certain consumer groups who try to reduce their consumption of meat. The growing distrust around processed meat is already a significant driver for the industry to invest more in the reformulation and development of healthy, sustainable and clean label meat products.
Despite rising concerns over excessive meat and processed meat consumption in the developed regions, meat products continue to dominate NPD in the meat, fish and eggs category, accounting for 39% of H1 2018 launches, up slightly from 38% in H1 2017. Launch activity also rose ahead of the category as a whole during the 2013 - 2018 period, although numbers seem to have stabilized slightly since 2016.
Source: Innova Market Insights, 2018
Clean without sacrificing product quality
While strong demand for healthy and natural products opens up new opportunities for the meat industry, the clean label revolution also brings challenges. Consumers do not want their products to change, but the restriction on ingredient usage is indeed a big challenge for many meat brands.
Meat is a nutrient-dense foodstuff and a great source of essential amino acids (lysine, tryptophan, methionine and phenylalanine). It contains vitamin D, vitamin B6, selenium, heme iron and some other vitamins and minerals that are significant for our health and wellbeing.
Processed meat can be a complex product and reformulation is not always easy. Each ingredient plays a specific role, which means that replacing additives and unwanted ingredients with cleaner and more natural options may affect the overall quality in terms of reduced shelf life, weakened taste, diminished structure or a downgrade of other significant attributes.
Essentia can help you find ingredients that are able to meet the clean label criteria and still deliver the functionalities you aim to achieve. The Essentia range of natural, clean label ingredients holds some of the solutions. Contact us for more information on how we can help you clean your label.
Consumers desire clean food with natural and healthy ingredients, catering convenience and authenticity (it looks and tastes like home cooked food). And they want assurance that no one and nothing was harmed during the process of making it. A report published by Nielsen in 2016 states that 2 in 3 consumers are willing to pay more for products that do not contain undesirable ingredients.
Read more about our Beyond Clean concept incorporating transparency, sustainability and health.
High in protein positionings
With growing emphasis on safe, natural and ethical practices, we are seeing wider use of claims such as antibiotic and GMO free, as well as brands increasingly promoting protein benefits.
The perception of a high protein content has been key to recent growth in, for example, meat snacks. High in/source of protein was the leading health claim for 21% of H2 launches in 2018, making it close second in terms of positionings overall, just behind ethical packaging on 22%1. In Australia/NZ and Latin America, protein claims were particularly popular, representing the leading positionings in those regions1.
As the protein trend accelerates, manufacturers are positioning themselves for future success by offering low carb, low fat and high in protein sausages, meat snacks, and other formats to capitalize on the trends.
With meat demand on a steep rise in emerging markets, together with new exciting formats in developed markets, it is clear we will see increased demand for various meat products for many years to come.
1: Innova Market Insights, 2018
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