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Shifting Consumer Perceptions of Pulses

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2016 is the Year of the Pulse. This presentation question how to raise awareness of nutritional values of pulses for food security and health benefits.

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Shifting Consumer Perceptions of Pulses

  1. 1. Shi$ing'Consumer'Percep2ons'of'Pulses'
  2. 2. Current'Landscape'
  3. 3. Global&produc,on&&&consump,on& declined&from&1961&–&2006,&now&stable& Source:&FAO&
  4. 4. Key&Global&Trends& Pulses'Directly'Meet'4'Key'Trends'
  5. 5. We&are&seeing&growth&in&the&market& •  Chickpeas&in&growth!& •  Wet&Seed&Beans:&&The&ONLY& canned'vegetables'in' growth'due&to&awareness&of& health&benefits& •  +4%&growth& General&Mills&Nature&Valley& protein&bar&was&one&of&the&10' mostGsuccessful'new'products'in' the'US'in'2012:& •  $95m&in&sales&in&2012& •  $130m&in&2013&&
  6. 6. However&barriers&to&consump,on&exist& in&developed&markets& Total Males Females 19-30 31-50 51-70 Base N=1474 N=495 N=979 N=274 N=616 N=572 I regularly cook at home but don’t think about using legumes 64% 55% 72% 74% 57% 66% I eat at restaurants or take away regularly and the meals don’t usually contain legumes 12% 16% 9% 20% 14% 7% I don’t think they are healthy 4% 7% 2% 5% 4% 4% I avoid them to avoid increased flatulence (wind) 21% 20% 22% 22% 21% 21% I don’t think about including them in my diet 61% 65% 58% 63% 61% 60% Health concerns 3% 2% 3% 1% 2% 3% I have tried legumes and I don’t like the taste and/or flavour and/or smell 33% 31% 34% 30% 35% 31% I don’t know which foods are legumes 19% 25% 14% 25% 19% 14% Other 24% 21% 26% 16% 24% 29% Q23F. Research tells us that legume consumption in Australia is low. Thinking about potential barriers to your intake, what is the main reason you don’t eat legumes such as chick peas, lentils, soy and other beans more often? SR Q23G Research tells us that legume consumption in Australia is low. Thinking about potential barriers to your intake, what are the other reasons you don’t eat legumes such as chick peas, split peas, lentils, soy and other beans more often? SR Main&issue&for&consump,on&is&simply&salience&–&2&in&3&saying&they& simply&don’t&think&of&including&them&in&cooking&/diet&as&the&greatest& barrier.&
  7. 7. And&developing&markets&with&protein& compe,,on&&&historical&percep,on&of&pulses& Reduc,on& Stable,&slight& decline&
  8. 8. How'do'we'generate'awareness,'a'passion' for'pulses?'
  9. 9. United'Na2ons'declare'2016'the' Interna2onal'Year'of'Pulses'
  10. 10. 4& Global& Themes& Creating Awareness Productivity & Sustainability Food & Nutrition Security & Innovation Market Access United&Na,ons&declare&2016&the& Interna,onal&Year&of&Pulses& ' Global'targets:' •  Increase&pulse&produc,on&by&10%& by&2020&(2015&baseline)&& •  Increase&pulse&consump,on&by& 10%&by&2020&(2015&baseline)&& •  Improve&market&access&to& facilitate&local,&na,onal&and& interna,onal&trade& •  Engage&30&countries&as&advocates& and&investors&in&targets&of&the&IYP& •  Engage&50&private&partners&as& advocates&and&investors&in&the& IYP.& &
  11. 11. Can&the&Interna,onal&Year&do&for& pulses&what&it&did&for&quinoa?&
  12. 12. •  Quinoa&s,ll&in&&serious&growth&& •  2013'was'Interna2onal'Year'of' Quinoa' •  Launches&of&quinoa&products&increased&by& over&50%&in&FY13&and&have&risen&more&than& fivegfold&over&a&fivegyear&period& •  Reflects&rising&levels&of&awareness&of&their& nutri2onal&proper2es,&plus& flavour'profile' •  Tradi,onal,&natural&and&nutri,ous&& •  38%'of'them'using'a'gluten'free' plaWorm' Can&the&Interna,onal&Year&do&for& pulses&what&it&did&for&quinoa?&
  13. 13. Join&together&under&one&global&brand&
  14. 14. Promo,on&starts&at&home& Australia&playing&a&leading&role& •  Australia&Signature&Dish&Recipe& Compe,,on,&2015& •  Australian&Launch&–&Melbourne,&17& September&2015& •  Australian&Pulse&Health,&Nutri,on&and& Food&Innova,on&Symposium&–&& Adelaide,&April&2016& •  Tas,ng&Australia&–&&Adelaide,&April& 2016& •  Pulse&Breeding&Australia&Conference&–& Tamworth,&September&2016& •  Australian&Grains&Industry&Conference& –&Melbourne,&July&2015&&&2016& •  Student&(University)&Pulse&Recipe& Compe,,on&(food&innova,on)& •  Pulse&cookbook&/&recipe&database& Simon Bryant Australian IYP Advocate
  15. 15. In'2016,'what'iden2ty'&'plaWorm'do'we' want'to'create'for'pulses?'
  16. 16. Thank&you& Join&the&conversa,on:& 2016&Interna,onal&Year&of&Pulses& & www.facebook.com/ausiyp16& www.glnc.org.au/iyp& @AusIYP16&/&#ausiyp16&/&#IYP2016&
  17. 17. AFRIS. AsianFoodRegulationInformationService. We have the largest database of Asian food regulations in the world and it’s FREE to use. We publish a range of communication services, list a very large number of food events and online educational webinars and continue to grow our Digital Library. We look forward to hearing from you soon! www.asianfoodreg.com adrienna@asianfoodreg.com

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