FLEISCHWIRTSCHAFT international_04_2018

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Fleischwirtschaft international 4_2018
19
Combined Proteins
The Hype Cycle
Tab. 1: Hype cycle phases, and what happens in them
No. Phase Description
1 Technology Trigger A potential technology breakthrough kicks things off. Early proof-of-concept stories and media
interest trigger significant publicity. Often no usable products exist and commercial viability is
unproven.
2 Peak of Inflated Expectations Early publicity produces a number of success stories – often accompanied by scores of failures.
Some companies take action; most don't.
3 Trough of
Disillusionment
4 Slope of
Enlightenment
5 Plateau of
Productivity
gies. There are successful examples in all kinds of industries. For example,
for a long time metal and plastic were considered competitors in industrial
products, but those days are over and today the different strengths of
metal and plastics are combined. At the same time, there is room for
further innovation. “The best of both worlds” is the tenor of the advertising
for such products. As another example, mixed products combining
butter and vegetable oil are an established and growing category in
spreads. Table 2 shows other examples of innovation with hybrid products
outside the food industry.
Meat extensions are right for consumers who have a moderate attitude
towards eating meat. They don’t want to go entirely without meat or meat
products, but would still like to do something for animal welfare and their
own health. Market researchers term this group “flexitarians”.
Nuremberg market research firm GfK is of the opinion that there are
about seven times as many flexitarians as there are households with at
least one vegetarian. According to market research firm TNS Infratest,
56% of Germans said they eat flexitarian, i.e. more than half of Germans
are flexitarians. This would appear to indicate that flexitarians will have
much more influence on the market success of meat alternatives than will
true vegetarians or vegans. According to GfK, flexitarians buy four times
as many substitute products than non-flexitarians. Food with both meat
and plant components harmonises with the recommendations of the
German Nutrition Society (DGE), which recommends a reduced meat and
sausage consumption of no more than 300 to 600 g per week.
For many consumers, including flexitarians, the flavour of food is
clearly a decisive criterion for repeat purchase and appreciation. And this
is where current meat substitute products disappoint many customers.
The sensory profile may also be unaccustomed. According to TNS Infratest,
27% of Germans have considered reducing the amount of meat they
eat, but have not followed through on it. Meat extensions are a possibility
for this relatively large group as well. The manufacture of these mixed
products was promoted at IFFA 2010. The possibility of more sustainability
was mentioned as a benefit, with the use of more plant and less animal
protein. In this context, it was mentioned that in 2050 there will be about
30% more people on the earth, that alternatives to animal protein are a
part of EU policy in the area of sustainable food production, and that less
greenhouse gas is emitted in the production of these foods (WEBER, 2010).
Many children and adults don’t like vegetables and eat much less of them
than the German Nutrition Society recommends. Making meat extensions
with vegetables is an attractive way to increase the consumption of vegetables
and thereby fibre. This is positive from a health perspective, as is the
Interest wanes as experiments and implementations fail to deliver. Producers of the technology
shake out or fail. Investment continues only if the surviving providers improve their products to
the satisfaction of early adopters.
More instances of how the technology can benefit the enterprise start to crystallise and become
more widely understood. Second- and third-generation products appear from technology providers.
More enterprises fund pilots; conservative companies remain cautious.
Mainstream adoption starts to take off. Criteria for assessing provider viability are more clearly
defined. The technology's broad market applicability and relevance are clearly paying off. If the
technology has more than a niche market, it will continue to grow.
Source: Gartner Inc. FLEISCHWIRTSCHAFT international 4_2018
added value of using plant protein. Meat extensions are also an alternative
to other meat substitute products currently being researched, mostly with
ground meat as inspiration. At this year’s Green Week in Berlin, burger
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