{ "docId": "019f6b8e-ea19-71ee-9436-2dc684c6727e", "docSlug": "jarvis-agfunder-alternative-protein-white-paper-flat-and-small", "documentTitle": "AgFunder Alternative Protein White Paper flat and small", "authorId": "agfunder-alternative-protein-white-paper-flat-and-small", "authorName": null, "documentKindSlug": "pitchdeck", "documentKindLabel": "Pitch deck", "sourceTypeSlug": "vc_research", "sourceTypeLabel": "VC research", "presentationDate": null, "orientation": null, "aspectRatio": null, "pageNumber": 13, "pageCount": 42, "prevPage": 12, "nextPage": 14, "slideType": "market_sizing", "function": "size_opportunity", "density": "overcrowded", "nDataPoints": 12, "notes": "Contains multiple citations and market statistics regarding pet food and plant-based consumer behavior.", "elementsJson": null, "metadataConfidence": 1, "imagePath": null, "slideHref": "/slides/019f6b8e-ea19-71ee-9436-2dc684c6727e/13", "deckHref": "/decks/019f6b8e-ea19-71ee-9436-2dc684c6727e", "deckJsonHref": "/decks/019f6b8e-ea19-71ee-9436-2dc684c6727e.json", "deckAnchorHref": "/decks/019f6b8e-ea19-71ee-9436-2dc684c6727e#slide-13", "components": [ { "bbox": { "h": 0.148, "w": 0.777, "x": 0.135, "y": 0.306 }, "kind": "paragraph", "text": "Interestingly, a study published earlier this year found that while only 1.9% of pet owners feed their pets a plant-based diet, more than a third, 35%, expressed an interest in doing so. However, 55% of them would only do so under certain conditions such as seeing evidence of nutritional sufficiency, getting veterinary approval, or being able to access these products more easily. If novel technologies in the space allow consumers and veterinarians alike to feel comfortable about the nutritional profile of alternative pet food (e.g. the necessary presence of taurine in cat foods), then we may see a similar surge in the alternative pet food market as the one we are currently experiencing in the human food market.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "1c4d3211-1abf-4bd1-8cba-d4a3555fb526", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.038, "w": 0.777, "x": 0.135, "y": 0.122 }, "kind": "paragraph", "text": "The alternative pet food industry may see considerable growth in demand in years to come and could grab a significant share of the ~$100 billion market.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "2871337d-ff0a-443f-831b-f27bcefaedf7", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.081, "w": 0.777, "x": 0.135, "y": 0.203 }, "kind": "paragraph", "text": "The global pet food market was worth $91 billion in 2018, 1/7th of the size of the U.S. human food market, and is projected to grow 24% to $113 billion by 2025. The U.S. alone accounts for over a 1/3rd ($31.8B), as the average American pet owner spends $335 on dog food and $286 on cat food. Overall spending grew 30% from 2011-2016.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "492fd015-624c-41c3-adad-993e6c86888a", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.051, "w": 0.777, "x": 0.135, "y": 0.836 }, "kind": "paragraph", "text": "The market intelligence firm Numerator found that most plant-based consumers are meat eaters, and that 80% of consumers intend to replace some or all meat with plant-based alternatives, motivated by health (70%), curiosity (45%), environmental impact (41%) and ethical reasons (32%) (Figure 9).", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "6492217f-beac-4a5c-971a-f2a1621e0c9c", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.064, "w": 0.777, "x": 0.135, "y": 0.733 }, "kind": "paragraph", "text": "According to Nielsen, 39% of the U.S. population is actively trying to eat more plant-based foods, and the proportion of consumers with a vegetarian or vegan diet is increasing over concerns such as health, environmental impact, sustainability, animal welfare, or spiritual and religious grounds.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "7ebad2d4-6d65-4b44-925d-7238a0b18586", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.051, "w": 0.777, "x": 0.135, "y": 0.609 }, "kind": "paragraph", "text": "Flexitarians, or consumers who favor plant-based foods while eating animal products in moderation, are the major drivers of the industry's increasing demand. These consumers are motivated by health, environmental concerns, ethical reasons as well as curiosity.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "b055fd1d-d5b7-485c-9cf2-07d65565e22e", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.021, "w": 0.125, "x": 0.088, "y": 0.073 }, "kind": "title", "text": "2.5. Pet Food", "attrs": null, "subkind": "headline", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "493756f9-cddb-4c08-898d-07f3bdec4190", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.038, "w": 0.777, "x": 0.088, "y": 0.493 }, "kind": "title", "text": "3. Why Now: Flexitarians, Millennials, and Generation Z are Driving the Demand", "attrs": null, "subkind": "headline", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "88799f26-091d-4111-b509-4fb153551db4", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.021, "w": 0.145, "x": 0.088, "y": 0.557 }, "kind": "title", "text": "3.1. Flexitarians", "attrs": null, "subkind": "subtitle", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "071c533e-7e48-46b3-a7ef-f4bb51302903", "frameworkName": null, "frameworkSlug": null } ], "metrics": [], "tools": [ { "name": "Audience Definition", "slug": "audience-definition", "agent": "Storyteller", "layer": "slide", "matchId": "9d8ccf98-356c-45d1-9192-cf17616505e2", "evidence": "The global pet food market was worth $91 billion in 2018, 1/7th of the size of the U.S. human food market, and is projected to grow 24% to $113 billion by 2025.", "confidence": 0.7 }, { "name": "Market Segmentation Pyramid", "slug": "market-segmentation-pyramid", "agent": null, "layer": "slide", "matchId": "88df1cc3-cb6e-4877-b442-23e592c5e95e", "evidence": "Flexitarians, or consumers who favor plant-based foods while eating animal products in moderation, are the major drivers of the industry's increasing demand.", "confidence": 0.6 } ], "frameworks": [], "arcBeats": [ { "to": 14, "from": 7, "beatId": "b4bed527-9610-4feb-a4d2-0446b693ad2d", "arcName": "Problem-Agitate-Solution", "arcSlug": "problem-agitate-solution", "beatName": "Problem (Identify pain)", "beatSlug": "problem-agitate-solution-problem-identify-pain", "evidence": "The deck identifies the problem and pain points in the market, such as the need for alternative protein sources.", "position": 0, "confidence": 0.8, "parentBeatName": "Complication", "parentBeatSlug": "complication" } ], "loops": [ { "to": 42, "from": 3, "name": "Golden Circle", "slug": "11-golden-circle", "bestFor": "Visionary leadership, brand positioning, mission statements", "matchId": "5cee9c0b-3022-40db-9e78-9fc142008d5e", "evidence": "The deck follows the golden circle loop by presenting the why (investment case), what (market opportunity), and how (investment strategy) of alternative protein investments.", "position": 0, "objective": "To understand the why, what, and how of investing in alternative proteins", "structure": "The Why (Belief) -> The How (Process) -> The What (Result)", "confidence": 0.7, "description": "Invert the typical pitch by starting with why you exist, rather than what you do" } ], "imagePathAlt": null, "thumbSrc": null, "thumbSrcAlt": null, "locked": true }