Egg sales have shown notable growth within the past two years, but other segments of the meat alternative category have not fared nearly as well and endured two years of stagnant sales.

A sizable portion of meat alternative consumers regard the products as overly processed (45% of meat alternative consumers share that opinion) or too high in sodium (42%), and more than six in 10 (61%) agree that it is worth it to pay more for products that they think are good for their health. The meat alternative market can embrace its role as a true alternative to meat by delivering options that are not necessarily intended to mimic meat but to stand in their own right and do so with alternatives that meet consumers’ nutrition demands.

A similarly focused report was published in June 2013, Meat Alternatives – US, June 2013. It also draws from analysis presented in prior Mintel reports: Soy Food and Beverages – US, March 2011; Natural Products Marketplace Review: Refrigerated and Frozen – US, December 2009; Soy-Based Food and Drink – US, December 2008, as well as the October 2007 report of the same name.

For the purposes of this report, Mintel has used the following definitions:

Meat alternatives covered in this report are processed food items utilized as direct substitutes for food products derived from meat. For example, certain kinds of textured vegetable protein can replace red meat in popular dishes. The following foods are included in this report:

• Breakfast meat alternatives (meatless breakfast sausages and patties)

• Meatless burger/hot dog alternatives

• Meatless poultry alternatives

• Ground meat alternatives

• Deli meat alternatives

• Eggs/egg substitutes

• Other protein-rich meat alternatives, such as soy steaks, lentil meat loaf, tofu turkey, seitan (fried gluten), tempeh

• Soy- and vegetable-based substitutes, such as bean burgers, garden burgers, nut patties, chickpea patties, vegetarian hot dogs, and the like

• Other related products that are marketed mainly to vegetarians, primarily entrées, side dishes, and mix-ins.

Excluded from this report are food items that may be a meat alternative but not a protein alternative (eg vegetarian options intended as a main course but which are not protein-based). Also excluded are cheese and cheese substitutes (eg soy-based cheese substitutes, which are covered in other Mintel reports).

Value figures throughout this report are at rsp (retail selling prices) excluding sales tax unless otherwise stated.

• Market/Segment Size: SPINS; Information Resources, Inc./Mintel

• Segment Performance: SPINS; Information Resources, Inc./Mintel

• Leading Companies and Brand Share: Experian Marketing Services, Summer 2014 Simmons NHCS Adult Study 12-Month/Mintel.

For the purposes of this report, Mintel commissioned exclusive consumer research through GMI to explore consumer consumption/purchases of and attitudes toward meat alternative products sold at retail. Mintel was responsible for the survey design, data analysis, and reporting. Fieldwork was conducted in October 2014 among a sample of 2,000 adults aged 18+ with access to the internet.

Mintel selects survey respondents so that they are proportionally balanced to the entire US adult population based on the key demographics of gender, age, household income, and region. Mintel also slightly oversamples, relative to the population, respondents that are Hispanic or Black to ensure an adequate representation of these groups in the survey results. Please note that Mintel surveys are conducted online and in English only. Hispanics who are not online and/or do not speak English are not included in the survey results.

Mintel has also analyzed data from Experian Marketing Services, using the Simmons NCS (National Consumer Study) and the Simmons NHCS (National Hispanic Consumer Study). The Experian Marketing Services Simmons NCS/NHCS was carried out during the Summer 2014 survey period, and the results are based on the sample of 24,852 adults aged 21+, with results weighted to represent the US adult population.

While race and Hispanic origin are separate demographic characteristics, Mintel often compares them to each other. Please note that the responses for race (White, Black, Asian, Native American, or other race) will overlap those that also are Hispanic, because Hispanics can be of any race.

Broadcast ads mentioned in the Marketing Strategies section of this report include links to the ads on YouTube. These videos are sourced from brand-specific channels but can be removed or changed by the channels’ owners following publication.

The following is a list of abbreviations used in this report:

Generations are discussed within this report, and they are defined as:

* also known as Generation Y or Echo Boomers.

In order to provide an inflation-adjusted price value for markets, Mintel uses the CPI to deflate current prices. The CPI is defined as follows: