Plant-Based Protein

in Indonesia
Consumers attitude towards plant-based protein in
Indonesia and how it may look like in the future.

February 2019
Indonesia consumers
attitude towards
plant-based protein

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Plant-based diet is gaining traction in Indonesia
Indonesia: % of metro Indonesians plan to
follow a plant-based diet in the next 12
months, 2016 - 2018.

42

24

12

2016 2017 2018

Indonesia metro consumers intention to

follow plant based diet.

Base:505 interent users aged 16+ that plan to adjust their diet in the next 12 months Read on mintel.com
Use the well known source of protein to leverage
product credibility as source of protein
For example, in South East Asia, oat and soy are already popular as the source of protein

Belgian Chocolate Brownie Oat Slice (Philippines) V-Soy Multi-Grain Soy Milk (Indonesia)

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Innovation Highlight: Chinese soymilk brands focus on the
naturalness of the protein source

3.6g/100ml quality plant protein
Yili Plant Selected, soybean drink.
4g/100ml vegetable protein
Dou Ben Dou, pure soy milk.
Uses whole bean to retain more
nutrients
Hanmi Han Dou Dou, black bean &
black sesame soybean milk. 2g/100ml
protein.

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Innovation Highlight: Plant-based protein
products highlighting its naturalness

Diet shake with red bean protein
Firstbean Red Bean Flavoured Diet
Shake contains 7.7% roasted red
bean powder and protein (South
Korea)
Organic black beans, free from
chemicals
Very Bean Five Beans Milk & Sesame
made from organic beans and free
from chemicals (Thailand)
Using 12 grains
Pei Tien Banh Dinh Duong Dau Nanh
12 Loai Ngu Coc - 12 Grain Soybean
Powder Crispy Rolls (Vietnam)

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Innovation Highlight: Isolated Soy Protein
innovation in sweet biscuits / cookies
Protein on-the-go
Nabisco Belvita Protein Banana
Chocolate Chunk Soft Baked Biscuits
are described as a delicious protein-
rich morning snack that is perfect for
on-the-go (USA)
Muscle mass maintenance
PesoForma (Chocolate and Hazelnut
Biscuits) is rich in protein to contribute
to muscle mass maintenance, is low in
calorie providing 338kcal per meal,
and contains 12 vitamin and 11
minerals that help to fight tiredness
and low performance and provide all
the essential nutrients (Italy)
Weight management
SK Chemical Gaia Diet Cookie & Cream
Flavoured Diet Shake is made with black
cookie powder and vegetable cream
mixed powder. The product is designed
to help support weight management and
provide a balanced nutrition. (South
Korea)
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Combining soy protein & edible beans
baked goods products, beverage
Biscuit, with red bean protein
YBC Slim Sandwiches Cherry
Blossom & Azuki Red Bean Cream
Biscuits are crispy, thin biscuits with
Japanese cherry blossom leaf powder
and 3% Hokkaido's azuki (red bean)
powder (Japan)
Bar, with soy protein
Pure Bar Cacao Flavoured Protein
Bar is said to be made for real body
from real food including cacao nibs,
almonds, walnuts, dates and soy and
milk proteins (South Korea)
Soy milk, added with black bean
protein
Maeil Calcium Black Bean Soy Milk is
enriched with 100mg calcium per 100ml
for bone health, vitamin D which is
sufficient to 20% of recommended daily
value to help calcium absorption and
vegetable protein from beans (South
Korea)
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Products which positioned around 'energising' benefit
'Able to retain energy levels'
Vanilla Flavoured Protein Biscuits is
high in protein and contain 26
essential nutrients to retain energy
levels and fulfill daily nutritional needs
conveniently. The on-the-go product
can be enjoyed as a snack, at work, or
anywhere (India)
'Provide healthy energy'
Protein Cookies with Natural Cocoa
and Flax Seeds are said to provide
healthy energy, protein, omega-3, fibre
and vitamin. The vegetarian product
contains whole wheat, oats and soya
(India)
Seeds as source of energy
Cacao Mint Natural Energy Ball is a
wholefood blend of organic cocoa and
sunflower seeds. It contains nothing
artificial with 23.8% protein and is free
from wheat and refined sugar
(Australia)
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Plant-based high-protein can help
consumers provide satiety by...
Satisfying gourmet textures, loaded
with protein
Dark Choc & Cranberry Gourmet
Protein Bars are made with roasted
crunchy nuts, wholesome seeds and
juicy cranberries. It claims to satisfy
hunger and are said to keep the
consumer fuller for longer (Indonesia)
Providing equivalent to 1/3 of
protein daily intake
Caramel Peanut Protein Bar The on-
the-go product provides nutrition to
build lean muscle and contains 20g
protein, equivalent to 1/3 of the daily
intake, as well as 7g of fat and sugar
(Japan)
Low carb to manage weight, high
protein for satiety
Chocolate Flavoured Brownie This
Australian owned and made product
contains 12.2g protein, 3.5g carbs and
1.1g sugar. the product helps to
satisfy cravings whilst managing
weight loss. (Australia)
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Protein all around the clock
Breakfast
Purple Potato, Red Bean and Milk
Flavoured Oatmeal made from
selected ingredients, this aromatic and
crispy breakfast cereal is blended with
various vitamins and minerals to help
maintain vitality, and is ready in just 15
seconds (China)
Breakfast on-the-go
Berry Almond Trail Mix, Cranberry
Almond Breakfast Flats and
Strawberry Greek Nonfat Yogurt are
packed into one in the new Quaker
Oat Morning Kit - providing a good
source of fiber and calcium (USA)
Healthy whole grains in a lunchbox
shape
Wholemeal Square Loaf with 10 Grains &
Seeds is described as the perfect balance
between soft and healthy whole grains and
seeds, all in a convenient lunch-box-
friendly shape. It contains rye, barley,
purple wheat and linseed. (Australia)
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Black bean, a high-protein and fulfilling snack

Over the last few years, black

bean rose to prominence in
many food and drink's
categories. Besides high in
protein, black beans provide
lots of soluble and insoluble
fiber — both of which can
decrease the risk of many
chronic diseases and help
consumer to stay fuller, longer.

For example, Slim Nuts Snack

Mix from South Korea Fresh Mini Mooncake with Black Snack Mix (South Korea)
comprises walnuts, roasted Bean Filling (Indonesia)
almonds, pistachios, and
roasted black beans can be a
healthy snack option.
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High protein to function all day

Known for its unique fresh premium soy milk, Tofusan is the first
Thai soy milk brand to move into value-added soy beverages and
capture opportunities in high protein performance drinks.

This new product capitalizes on the rising interest in high protein

drinks. New dairy launches in Thailand with the high/added protein
claims grew 53% between 2016 and 2017.

The 350ml high protein drink comes with added rice protein
extract to boost the drink’s protein level to 6g per 100ml serving or
21g of protein per bottle. The drink, sweetened with stevia and
bearing the Healthier Choice logo, is aimed at health conscious,
active consumers. Bean Filling Tofusan High Protein
Formula Soy Milk (Thailand)

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Future of plant
based in APAC

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The opportunity

In Asia Pacific, soy's reign as the king of plant-

based alternatives is likely to continue for some
time; however, change is afoot.

Brands should seek a range of new plant protein

alternatives and provide consumers with an array
of options. Brands should look for plant protein
that offers rich taste, provide versatility in
formulation of food and drink, and options that
connect with heritage and history (e.g. local
plant protein ingredients).

As an initial step for new plant protein ingredients

to thrive, start using them in partnership with
soy or other common plant proteins like nuts
and legumes for added flavor, nutrition, and
familiarisation among consumers.

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Mung bean, Indonesian local hero ingredient,
combined with Soy Isolate Protein
Manufacturers in Asia are indeed starting to develop plant-
based products with traditional foods. For example, in
Malaysia, F&N adapted sirap bandung, or local rose milk
in soya milk; in South Korea, it uses sikhye, which is a
traditional sweet Korean rice beverage; and in Indonesia,
it uses bubur kacang hijau, a traditional mung bean and
black glutinous rice porridge.

For example, HiLo Active, being previously known under

HiLo brand, reformulated to be lactose-free has been
relaunched using soy milk with Mung bean flavor.

The halal certified product is high in calcium, and contains

soy isolate protein, said to provide the benefits of soy
Mung Bean Flavoured Low Fat Soy Milk Powder
and function as an alternative of vegetable protein.

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Use locally relevant, well-known
and widely used plant proteins
Consumers are looking for products that are recognizable
rather than revolutionary as identified in the 2017 Mintel Food
and Drink Trend In Tradition We Trust. The Trend captures
how food and drink with authentic connections to history or
tradition provide an inherent element of trustworthiness that
many consumers yearn for in our uncertain times.

For example, Soybean is one the most popular plant proteins

that close to Indonesian daily life. As Indonesian has consume
it directly for ages in a form of tempeh and tofu/tahu

With this, brands are going back to cultural roots and

modernizing age-old ingredients and processes (eg adaption
of cultural processes and traditional foods). As such, being
locally relevant will be more important than ever before.

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Meet the Expert
HELPING
BUSINESSES
TO GROW

Ghani Kunto Dian Cahayani

Business Development Insight Analyst - Indonesia
Manager – Indonesia
dcahayani@mintel.com
gkunto@mintel.com

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