QUANTITY LIFESTYLE TENDS TO BE BUSY TAKES INITIATIVE COMFORTABLE SHOPPING AT UPSCALE STORES MARKET LARGEST IN NORTH AMERICA VEGAN PROTEIN -> 9% CAGR RTD PROTEIN -> 8.1% CAGR 50% OF AMERICANS ARE TRYING TO EAT HEALTHY 46% FOOD WAS TOO EXPENSIVE 25% DID NOT HAVE THE TIME 20% DID NOT KNOW HOW TO PREPARE HEALTHY FOOD