Pea protein is being hailed as the new preferred protein due to its nutritional qualities and it looks set to play an increasingly important role in food formulation and fortification in Africa. At less than one third of the price of whey powder, and comparable to soya protein, pea protein is a healthy alternative with great benefits and usability.
Given the ease of production and environmentally viable sourcing methods, pea proteins are projected for high returns. The availability of raw materials and land for production help in projecting this region not just as a demand source, but also for profitable production methods. In the present day scenario, however, the infrastructural lag and very low awareness of the consumer base makes it only a minor contributor. The other important factor is that of perception and marketing. Similar to many other functional foods, pea proteins require the projection of necessity and convenience. This is much more relevant in regions of Africa wherein the long term reliability of the consumer interest is based on this shift of perception from functional to therapeutic.
In the South African landscape, pea proteins are marketed as GMO-free, gluten-free, grain-free, pesticide and preservatives-free, and in some cases even soy and dairy-free. This emphasis on the health and wellness aspects of the product is the strategy adopted by most companies. Though this regions fare well as compared to rest of Africa in various institutional and infrastructural issues, the developing nature of its distribution chain poses a short-term challenge, especially to new companies. The other important countries in Africa are Egypt, Namibia, Nigeria and Botswana. Despite the small share these countries hold, their strategic and long-term importance is well noted.
Although pea protein is not yet available in its raw form to consumers, it is being used by the food industry in energy and protein supplement, bars and fortified cereals. Food and nutritional supplement manufacturers are starting to favor this product for its high protein content. The product is allergen, lactose and gluten free and low in calories. When peas are included as a protein source in livestock diets, they add significantly to the energy component.
Powdered pea protein is widely used in various bakery applications due to its property of enhances the texture and viscosity of food products without altering the flavor, aroma or color. It’s an excellent alternative to eggs as you get the same performance at a lower cost.
MAJOR PLAYERS: AXIOM FOODS, INC., COSUCRA-GROUPE WARCOING, NUTRI-PEA LIMITED, ROQUETTE FRERES, SHANDONG JIANYUAN FOODS CO., LTD, SOTEXPRO SA, THE SCOULAR COMPANY, NATURZ ORGANICS, FENCHEM, GLANBIA PLC and WORLD FOOD PROCESSING (WFP), amongst others.
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- Analyzing outlook of the market with the recent trends and Porter’s five forces analysis.
- Market dynamics, which essentially consider the factors that are impelling the present market scenario, along with growth prospects of the market over the forecast period.
- Market segmentation analysis, including qualitative and quantitative research, incorporating the impact of economic and non-economic aspects.
- Country-level analysis, integrating the demand and supply forces that are influencing the growth of the market.
- Competitive landscape involving the market share of major players, along with the key strategies adopted for development over the past five years.
- Comprehensive company profiles, covering the product offerings, key financial information, recent developments, SWOT analysis, and strategies employed by the major market players.
- 3 months analyst support along with the Market Estimate sheet (in excel).
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1.1 Research Methodology
1.2 Definition of the Market
1.3 Report Description
2. Key findings of the study
3. Market Dynamics
3.1.1 Increasing western influence & rising health-conscious populations in developing countries along with other uses of pea protein
3.1.2 Global increase in demand for pea protein owing to proven high nutritional profile
3.1.3 Increasing number of younger population
3.2.1 Very low consumer awareness for the product
3.2.2 High Production costs resulting in the same with product costs
3.3.1 Increased potential for plant proteins in sports drinks sector
3.3.2 Technological advancements in processing and production bringing down the product cost
3.3.3 Higher incidence of application in weight management & fitness industry
3.4 Porter's Five Forces Analysis
3.4.1 Bargaining Power of Suppliers
3.4.2 Bargaining Power of Buyers
3.4.3 Threat of New Entrants
3.4.4 Threat of Substitute Products and Services
3.4.5 Degree of Competition
4. Market Segmentation
4.1 By Type
4.2 By Application
4.2.3 Nutritional Supplements
4.2.4 Meat Extenders
4.3 By Geography
22.214.171.124 South Africa
5. Competitive Landscape
5.1 Mergers & Acquisitions
5.2 Joint Ventures
5.3 New Product Launches
5.4 Most active companies in the past five years
5.5 Market Share Analysis
6. Company Profiles
6.1 Axiom Foods, Inc.
6.2 Cosucra-Groupe Warcoing
6.3 Nutri-Pea Limited
6.4 Roquette Freres
6.5 Shandong Jianyuan Foods Co., Ltd
6.6 Sotexpro SA
6.7 The Scoular Company
6.8 Naturz Organics
6.10 Glanbia Plc
6.11 World Food Processing (WFP)
- Axiom Foods Inc.
- Cosucra-Groupe Warcoing
- Nutri-Pea Limited
- Roquette Freres
- Shandong Jianyuan Foods Co. LTD
- Sotexpro SA
- The Scoular Company
- Naturz Organics
- Glanbia Plc
- World Food Processing (WFP)