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German rice protein market is projected to grow at a CAGR of 11.28% to reach US$20.019 million by 2027, from US$9.476 million in 2020. Rice protein is one of the many plant-based proteins that are used in conjunction with other plant-based proteins like those derived from peas and soy. It finds its application in a variety of fields that are, inclusive but not limited to, health drinks and fitness supplements, bakery and confectionery products, as well as functional beverages. It also finds its application in cosmetics, pharmaceuticals, and animal feed. It is also a rich source of amino acids, Vitamin B and Vitamin E. Furthermore, it is hypoallergic in nature and is the natural preference of individuals who are allergic to bovine milk or are lactose intolerant. Moreover, the trend of gym subscriptions has been increasing on account of a growing focus on fitness and health. Therefore, the need to adopt dietary supplements as a part of their daily diets becomes a necessity. Rice proteins are accompanied by quite a few health benefits, like stabilizing blood sugar levels. They also aid in the reduced absorption of high-carb meals. Due to the reduced greenhouse gas emissions, rice protein is also an environmentally friendly alternative to proteins that are obtained from other sources.
From the perspective of the environment, the estimated global variation pertaining to 1 litre of milk production with regards to greenhouse-gas (GHG) emissions is between 2 and 4 kgs of carbon dioxide equivalents (CO2eq). With regards to terrestrial acidification, 1 litre of milk production amounts to more than 30 grammes of sulphur dioxide equivalents (g SO2eq) and leads to eutrophication to the tune of 20 grammes of phosphate (g SO2eq). Besides the health concerns, consumers today are aware of the environmental impact of dairy products and are proactively adopting plant-based alternatives to milk like soy milk. Along with actively communicating environmental credentials, market participants are increasingly involved in the plant-based foods sector, which includes rice-based protein. Nevertheless, there are also a plethora of other proteins derived from plants, which will increase the plant-based protein markets and allow more room for players in this segment to bring about innovation as far as the applications of plant-based proteins are concerned This will be somewhat of a restraining factor for the growth of the rice protein market.
The foremost factor that is going to drive the market for the rice protein market in Germany is the increasing vegan consumption pattern among the people of the present day. Recently, the vegan population in Germany has increased and is emerging as a more recognizable group of people than a fringe group. The number of people identified as either complete or nearly completely vegetarians has increased by approximately 700 thousand individuals from 2014 to about 8 million individuals in 2019. Further, among the aforesaid, the percentage of vegans is 1 percent, which is about 814,000 individuals, according to a study by the Federal Ministry of Food and Agriculture. Additionally, 35 % of the population considers the availability of vegetarian or vegan products as “very important”, whereas 63 % of Germans are trying to reduce their meat consumption, transforming the country into the most vegetarian country in the world. Further, because of the increasing concern for animal welfare, the environment, and their health, most vegan consumers view veganism as a lifestyle choice and not a restriction. (Source: Foreign Agricultural Service of the United States Department of Agriculture)
The other kind of diet is that of flexitarianism, wherein consumers do not give up eating meat but make room for more vegan products. With the growing reach of social media, influencers are consistently propagating the expansion of this sort of consumption. Thus, plant-based protein is also bringing about a disruption in the traditional protein derived from meat and dairy. The current consumption trends are incentivizing various players to expand into this sector as well as start new operations in this segment. Furthermore, with the profitable performance of the pant-based alternatives, various players in the market are reexamining their core offerings to accommodate a new portfolio of products, that will give a thrust to the rice protein market in Germany during the forecast period.
Key Developments:
Impact of COVID-19
The COVID-19 epidemic has severely impacted the market for rice protein in Germany. The supply chain was interrupted as a result of COVID-19's prolonged persistence. The production of rice protein was discontinued because it was difficult to supply the manufacturers with the necessary raw materials. End-users of rice protein, including those in the sports and energy nutrition, bakery and confectionery, beverages, and dairy substitute industries, anticipate a decline in the market during the COVID-19 pandemic because of the movement of restrictions, de-globalization, loss of income, restrictions on product import and export, restrictions in the supply of raw materials, among other factors. Each of these elements has had a detrimental effect on the market supply chain.
Market Segmentation