The recent announcement that Maple Leaf Foods had purchased Lightlife Food (a plant-based protein producer), for US$140 million, is a signal that Canadian producers are getting more and more serious about the viability of plant-based proteins to satisfy consumer appetites. Lightlife’s protein sources feature products made from soy, peas, beans, chickpeas, quinoa, chia and hemp seeds, creating the ingredients for meatless options and plant-friendly diets.
Critical Insight: The growth in plant-based proteins is of due in part to the rise in “mindful consumption.” Consumers are becoming more interested in meat-free products which benefit their bodies, as well as their environment.Is your brand aware of the increased attention surrounding plant-based - and plant-friendly - diets for millennial consumers? The Caché of “Protein” The term “protein” has become synonymous with “health” in today’s consumer lexicon. Due to this, plant-based proteins have become a highly sought-after product. Consumers want more protein, in more variety, and plant-based options have risen to the fore. [caption id="attachment_1621" align="aligncenter" width="300"] Source: http://www.shescribes.com/wp-content/uploads/2013/02/Evolve-Muscle-Milk-.jpg[/caption] We can see this in Muscle Milk’s recent release of their own line of plant-based protein drinks. Their CEO, Greg Longstreet, said: "People are looking for different types of proteins and plant-based is something that's seeing fast growth. We think that five to 10 years from now, this is the future." Mindful Consumption for Millennial Consumers If your brand is trying to appeal to millennial consumers, you need to understand that younger consumers are more open to and interested in plant-based options. Healthy eating is top-of-mind for many millennials, and the rise in searches for veganism is growing just as quickly. [caption id="attachment_1622" align="aligncenter" width="300"] Source: Google Trends[/caption] Interested in learning more? Contact us today at email@example.com, and we’d be happy to provide you with a quick backgrounder on mindful consumption in Canada.