Shopping for Health Protein: The Perfect Pairing of Science and Trend Kathleen Novak, MS, RD Kristin Harris, PhD Monica Stewart, RDN, LD

Transcription

1 Shopping for Health 2015 Protein: The Perfect Pairing of Science and Trend Kathleen Novak, MS, RD Kristin Harris, PhD Monica Stewart, RDN, LD

2 Protein: The Perfect Pairing of Trend and Science Retail Growth Trend Protein Scientifically Proven Consumer Trend 2

3 Protein & Retail Growth Kathleen Novak, MS, RD

4 Protein: The Perfect Pairing of Trend and Science Retail Growth Trend Protein Scientifically Proven Consumer Trend 4

5 Family of Brands 5

6 Leading Share in Core Categories Market Share in Leading Categories Brand Category Share Position Brand Category Share Position Frozen Cooked Prepared Chicken Recipe Meats (Refrigerated Grilled & Ready Strips) #1 #2 Hot Dogs #1 Stack Pack Bacon #1 Breakfast Sausage #1 Branded Bacon #3 Frozen Protein Breakfast #1 Corn Dogs #1 Smoked Sausage #1 Super Premium Sausage #1 Branded Lunchmeat #2 Source: Symphony IRI Group, Total US Multi-Outlet Dollar Sales, 52 weeks ending 11/9/14 6

7 The new shopper journey also reflects changes in behavior with increased complexity 7

8 What they SAY v. what they DO 8

9 Outstanding Capabilities & Tools CSIA 9

10 Cheeses Rx DELI BAGEL FACTORY PRODUCE PERSONAL CARE HEALTH & BEATUY CARE GREETING CARDS HOUSEHOLD CLEANING PET FOOD & BABY NEEDS PAPER GOODS CEREAL & BREAKFAST SS BEVERAGES & WATER SODA & CHIPS SPICES & CONDIMENTS FROZEN FOOD COOKIES, CRACKERS, & SNACKS INTERNATIONAL DRY / CANNED DINNER BAKING & BREAD DAIRY BAKERY 4 of Top 5 growth categories have high protein content The Power of Protein extends beyond the expected high protein perimeter categories SEAFOOD VARIABLE WEIGHT MEAT RFG Entrees +12% PACKAGED MEAT MILK Specialty Nut Butter +20% Soup Bar Roasters Bella Rosa Sushi Refrigerated Spreads +17% Café Entrance GUEST SERVICES CHECKOUTS Exit Frozen Fruit +11% Dried Meat Snacks +14% FLORAL Source: IRI Total US Multi-outlet, latest 104 weeks ending 7/14 10

11 High and medium protein growth is outpacing total edible growth Total U.S. Dollar Sales vs. YAG 3.3% 1.4% +1.9 pts Note: Impact of meat inflation to H/M Protein growth is 0.8 pp to 0.9 pp Total Edible High / Medium Protein* In a low growth environment, protein is a key source of broad based growth *Note: High/medium protein is an aggregate of dry grocery, refrigerated and frozen Source: IRI data, 104 weeks ending 06/14 11

12 Over half of total Lunch/Dinner dollars come from High Protein items across the store breakfast lunch/dinner snacking 16% 20% 2% 12% 46% % of % of Dollar Mix Dollar Mix 54% 37% 26% % of Dollar Mix 86% Low Protein Source(s): IRI Total MULO, 52 weeks ending 11/2/14; Low protein <5 g per serving, Medium protein g per serving, High protein 10+ g per serving Medium Protein High Protein 12

13 Many retailers have made considerable efforts to engage with their shoppers on protein, health & wellness Corporate + In-Store Dietitians Compelling Assets The investment has paid off via protein growth Source: Grocery websites, various 13

14 Retailers can play a critical role in protein understanding From A Great Merchant to A Resource for Health & Wellness RIGHT ITEMS AND SPACE UNIQUE RESOURCES (e.g. dietitians) EDUCATION 14

15 The Science of Protein Kristin E. Harris, Ph.D.

16 Protein: The Perfect Pairing of Trend and Science Retail Growth Trend Protein Scientifically Proven Consumer Trend 16

17 Increased protein intake Satiety Metabolism Snacking Body Weight Muscle Mass 17

18 Protein & Satiety

19 Impact of Protein on Satiety at Breakfast Author Protein Source Amount Outcome Belza et al Pork 25-50% of kcal Satiety & Fullness Hunger & Prospective Consumption Dove et al Milk 25g Fullness & Satisfaction Prospective Consumption Intake at Lunch Fallaize et al Eggs 18g Satiety Hunger & Desire to Eat Ratliff et al Eggs 23% of kcal Hunger Satisfaction Veldhorst et al Soy 25% of kcal Appetite Profile Veldhorst et al Casein 25% of kcal Fullness & Satiety 19

20 Acute Satiety Effects of Egg/Sausage-based Convenience Breakfast Meals Test Meal Characteristics NP LP 30g 39g Energy Protein Carbohydrates Total Fat Fiber Palatability NB, no breakfast (175 g water); LP, low protein Palatability assessed by a 9-point scale with 1 = dislike extremely and 9 = like extremely. Median values are presented. 20

21 High Protein Breakfast Decreases Hunger and Increases Fullness 21

22 High Protein Breakfast Reduces Energy Intake at Lunch 22

23 Acute Satiety Effects of Egg/Sausage-based Convenience Breakfast Meals Conclusions: In healthy, premenopausal women. Greater appetite control throughout the morning, and reduce subsequent intake at lunch Improved postprandial glycemic control (data not shown) 23

24 Summary Satiety Protein is more satiating than carbohydrate or fat. At least 18 grams of protein are recommended to achieve satiety. Convenience breakfast bowls with protein can help consumers feel satiated and consume fewer calories at lunch. 24

25 Protein & Muscle Synthesis

26 Muscle Protein Metabolism Muscle Maintenance Muscle Loss Sarcopenia Bone strength and density Body composition Metabolic rate 26

27 Impact of Dietary Protein and Resistance Exercise on Protein Synthesis Symons et al, J Nutr Health Aging,

28 Optimal Amount of Dietary Protein to Support Muscle Protein Synthesis Conclusion: A 4 oz serving of lean beef (30g of protein) is equally effective at stimulating muscle protein synthesis than the 3-fold larger serving Symons et al. JADA,

29 Impact of Distribution on Muscle Synthesis Mamerow et al. J Nutr,

30 Protein Distribution Recommendations Optimal Protein Distribution Actual Protein Distribution Breakfast Lunch Dinner Breakfast Lunch DInner Paddon-Jones and Rasmussen, Curr Opin Clin Nutr Metab Care,

31 Summary Muscle Synthesis Protein consumption plays an important role in promoting muscle protein synthesis in adults and elderly. Optimal rate of muscle protein synthesis is achieved with an intake of 30g of protein per meal. Distribution of protein intake evenly throughout the day supports optimal muscle protein synthesis. 31

32 Nutrient-Dense Snacking

33 The Evolution of Meal Patterns 33

34 Contribution of snacking to total daily energy intake Piernas and Popkin, J. Nutr. 2010;140: by American Society for Nutrition 34

35 Nutrient Contributions of Snacking Behavior 62% of Americans eat at least 2 snacks per day Carbohydrates and added sugars tend to be over consumed in snacks by both adults and children As eating frequency increases, protein intake decreases Higher protein snacks have greater satiety effects Kant & Graubard, JAND, 2015 Kerver et al. JADA, 2006 Chapelot, J Nutr, 2011, 35

36 Summary Snacking Caloric intake from snacking has increased with the majority of Americans consuming at least 2 snacks per day. Convenient, protein-rich snack options are needed to promote optimal protein intake and promote satiety. 36

37 The Importance of Protein Protein is more satiating and modulates blood glucose/insulin response Even protein consumption across the day promotes optimal muscle protein synthesis Increases in snacking behavior necessitate nutrient dense snack options, especially protein-rich snacks 37

38 Translating Trends into Action Monica Stewart, RDN, LD

39 Protein: The Perfect Pairing of Trend and Science Retail Growth Trend Protein Scientifically Proven Consumer Trend 39

40 Six Macro Trends help us interpret the current environment and better predict future consumer and retailer needs A New Family Portrait Evolution of Value Always On Always Connected Real Simple Feeding Individual Needs Feeding a Changing World 40

41 Real Simple Consumers Seeking Fresh & Simple From restaurant kitchens to food labels, consumers are seeking new levels of authenticity and transparency. Natural is meaningful for meat Protein is a basic building block Perimeter = Fresh 41

42 Feeding Individual Needs Eating is becoming an individualized endeavor Diverse dietary restrictions, special needs, and personal values are factoring into food decisions Layering benefits to meet individual needs Energy Focus Protein Muscle Recovery Satiety Bone Health Body Weight Muscle Health One nutrient, many benefits Approaches to Eating Tried In the Past Year 2 Total Gluten Free 7.9% Vegetarian 6.9% Lactose-Free 6.8% Weight-Watchers 6.5% Dairy-Free 6.4% Seek Raw/Living Foods 5.8% Juice Cleanse or Detox 5.7% Atkins Diet 4.5% NutriSystem 3.8% Fresh Produce Subscription 3.6% South Beach Diet 3.5% Paleo Diet 2.7% Protein is a fit with popular eating plans 42

43 New Family Portrait The traditional household is the exception Shifting demographics, dual-earner families, single-parent families, childless couples, and stepfamilies are the new norm. New generations and new levels of cultural diversity are transforming the face of the family. Convenience = value for rushed consumers Younger shoppers embrace technology as a tool Single person and multi-generational households are on the rise 43

44 Putting Protein Into Practice 44

45 U. S. Protein Distribution Pattern BREAKFAST 12% VS 15% 42% 3g protein 25g protein 31% SNACKS Ages, 2+ years Dairy Research Institute, NHANES VS 2 g protein 12 g protein 45

46 Bringing Protein to Breakfast 2 Jimmy Dean Turkey Sausage Links, 2 Egg Whites, 2 Slices Whole Grain Toast & ½ cup Fruit 8 oz. Greek Yogurt, 2 T Granola High Protein, ½ cup Fresh Fruit 2 T Peanut Butter, 2 slices Whole Grain Toast, ½ cup Fruit & ½ cup Cottage Cheese Egg McMuffin, Sliced Apples & 8 oz. Low Fat Milk Delight Bowl, ½ cup Fresh Fruit, & 8 oz. Low Fat Milk grams of protein 46

47 Optimize Snacking Opportunity Trail Mix 2 oz. Deli meat 2 oz. & 1 oz. cheese Smoothie: blend 5.2 oz. Greek Yogurt, ¼ cup juice, ½ cup fruit 2 oz. Cheese Cubes & ½ cup Grapes Grilled Chicken Bites with Teriyaki Sauce grams of protein 47

48 Protein Application for Shoppers Pick a protein. Make half of each plate fruits and vegetables. Choose whole grains. Give it some flavor. 48

49 Protein: The Perfect Pairing of Trend and Science Retail Growth Trend Positive relationship between protein and retail growth Protein Scientifically Proven Protein intake and distribution influences satiety and muscle synthesis Snacking is a key protein opportunity Consumer Trend Protein fits with key consumer mega tends. Dietitians can help put protein into practice for your shoppers. 49

50 Questions Contact Information Kathleen Novak, MS, RD Kristin Harris, PhD Monica Stewart, RDN, LD 50