Author: Mintel Group Ltd.
Last saved by: HTTP server

Meat-free Foods - UK - December 2006

ISSUES IN THE MARKET
Definitions
INSIGHTS AND OPPORTUNITIES
 A PRODUCT IN ITS OWN RIGHT
 STANDING OUT FROM THE LOW-FAT CROWD
FAST FORWARD
 ADVERTISING TO THE HERD?
Definition
What it is – general observations
Marketing touchpoints/implications
 OLIVER’S ARMY
Definition
What it is – general observations
Marketing touchpoints/implications
 THE PREMIUM GHETTO
Definition
What it is – general observations
Market touchpoints/implications
MARKET IN BRIEF
 MARKET GROWTH
 FAVOURABLE FACTORS
 HEALTH BENEFITS
 MEAT FEAT
 NO SUBSTITUTE FOR REAL INNOVATION
 MEAT-FREE FUTURE
INTERNAL MARKET ENVIRONMENT
 SLOW GROWTH IN VEGETARIANISM
Figure 1: Agreement with the statements ‘I am a vegetarian’ and ‘I try to eliminate meat from my diet’, 2001-06
 IMPACT OF FOOD SCARES
 INTEREST IN HEALTHY EATING
 CATERING FOR WIDER TASTES
BROADER MARKET ENVIRONMENT
 DEMOGRAPHIC TRENDS OFFER MIXED BLESSING
Figure 2: UK population, by age (000s), 2001-11
 AN INFORMED CHOICE
 VARIETY THE SPICE OF LIFE
Figure 3: The UK population, by ethnic group, April 2001
COMPETITIVE CONTEXT
 SIMILARITIES WITH US MARKET
 MORE INNOVATION IN MEATIER FOODS
Figure 4: UK food launches, by product claim, 2006
 HEALTHY POSITIONING
Figure 5: Popular product claims of meat substitutes and all food launches, 2006
STRENGTHS AND WEAKNESSES IN THE MARKET
Strengths
Weaknesses
WHO’S INNOVATING?
 IT’S A BRANDED MARKET
Figure 6: Product launches, by branding, 2006
Not yet sending in the subs
Own-label launches
 A HEALTHY APPROACH
MARKET VALUE AND FORECAST
 HEALTH AND HEALTH SCARES
Figure 7: Forecast of UK retail sales of meat-free foods and meat substitutes, at current and constant prices 2006-11
 BROADER RANGE BOOSTS SALES
 FORECAST
SEGMENT PERFORMANCE
 CHILLED GROWTH NOT FROZEN
Figure 8: UK retail sales of meat-free foods, by product format, 2002-06
 THE APPEAL OF MEAL CENTRES
Figure 9: UK retail sales of meat-free foods, by meal type, 2002-06
 READY MEALS WANE
 FROZEN MEAL CENTRE MARKET SHAPING UP
Figure 10: UK retail sales of meat-free meal centreS, by meal type, 2002-06
MARKET SHARE
 PREMIER IN THE MARKET
Figure 11: Manufacturers’ branded shares in meat-free foods, 2002-06
 MEAT SUBSTITUTES HEAVILY CONSOLIDATED
Figure 12: Manufacturers’ branded shares in meat substitutes, 2002-06
Branding: a burden for meat substitutes?
COMPANIES AND PRODUCTS
Premier Foods
Marlow Foods
Cauldron Foods
Hain Celestial
Linda McCartney
Dalepak
Goodlife Foods
Haldane Foods
Tivall
The Redwood Wholefood Company
Cheatin’
Vegideli
Cheezly
 OTHERS
Heinz
Wicken Fen
Simply Organics
BRAND COMMUNICATION AND PROMOTION
 MANUFACTURERS FOCUS ON MEAT REDUCERS
Figure 13: Main monitored media advertising spend on meat substitute brands, 2002-06
 HANDFUL OF MANUFACTURERS DOMINATE ADSPEND
Figure 14: Total media advertising spend on meat substitute brands, by advertiser, 2006
 HEALTHY MESSAGE
 CAN’T COOK, WON’T COOK?
CHANNELS TO MARKET
 MEAT-FREE FOODS
Figure 15: Retail distribution of meat-free foods, 2002-06
 MEAT SUBSTITUTES
Figure 16: Retail distribution of meat substitutes, 2002-06
 IN-STORE POSITIONING
 WIDER CHOICE ACROSS THE BOARD
CONSUMER – THE ROLE OF VEGETARIANISM
 MEAT REDUCERS THE MAIN TARGET FOR GROWTH
Figure 17: Topline attitudes towards vegetarianism and eating meat, May 2006
 FLEXIBLE FEMALE ATTITUDES
 SMALL HARD CORE
Meat avoiders
 LITTLE CHANGE EXPECTED
Figure 18: 7-16-year-olds who are vegetarian and those who have family members who are vegetarian, by age group, 2001-05
CONSUMER – CONSUMPTION OF MEAT SUBSTITUTES
 MEAT EATERS EATING SUBSTITUTES
Figure 19: Food groups incorporated into diet – vegetarians and meat eaters, May 2006
Golden opportunity in red meat reduction
Added-value opportunity
CONSUMER – ATTITUDES TOWARDS MEAT-FREE FOODS
Figure 20: Topline attitudes towards meat-free foods, May 2006
Taste and texture
Figure 21: Profile of consumers who ‘really like meat substitutes’ vs those who ‘do not like the taste/texture of meat substitutes’, by gender, age and social grade, May 2006
Profile of meat substitute consumers
 CONSUMER TYPOLOGIES
Figure 22: Consumer typologies, May 2006
Apathetic (63%)
Choice Chasers (8%)
Meat Feaster (20%)
Lacking Know-How (9%)
 KEY TARGETS FOR MEAT-FREE MANUFACTURERS
APPENDIX
Consumer research
ACORN
Advertising data
 ABBREVIATIONS
 CONSUMER – THE ROLE OF VEGETARIANISM
Figure 23: Agreement with the statements ‘I am a vegetarian’ and ‘I try to eliminate meat from my diet’, by gender, age, socio-economic group, children in household, marital status, working status, household size, region, lifestage and Mintel’s Special Groups, 2005
Figure 24: Most popular attitudes towards vegetarianism and eating meat, by gender, age, social grade, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, tenure, ITV region, ACORN group, technology users, daily newspaper readership, commercial TV viewing, supermarket used, household size, car usage, detailed lifestage groups and age finished full-time education, May 2006
 MARKET SIZE AND FORECAST
Factors used in the forecast
 CONSUMER – CONSUMPTION OF MEAT SUBSTITUTES
Figure 25: Consumption of most popular food groups, by gender, age, social grade, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, tenure, ITV region, ACORN group, technology users, daily newspaper readership, commercial TV viewing, supermarket used, household size, car usage, detailed lifestage groups and age finished full-time education, May 2006
Figure 26: Consumption of food groups, by gender, age, social grade, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, tenure, ITV region, ACORN group, technology users, daily newspaper readership, commercial TV viewing, supermarket used, household size, car usage, detailed lifestage groups and age finished full-time education, May 2006
 CONSUMER – ATTITUDES TOWARDS MEAT-FREE FOODS
Figure 27: Most popular attitudes towards meat-free foods, by gender, age, social grade, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, tenure, ITV region, ACORN group, technology users, daily newspaper readership, commercial TV viewing, supermarket used, household size, car usage, detailed lifestage groups and age finished full-time education, May 2006
Figure 28: Like vs disllike balance (row %), by gender, age, social grade, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, tenure, ITV region, ACORN group, media users, commercial TV viewing, supermarket used and household size, May 2006
Figure 29: Clusters (row %), by gender, age, social grade, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, tenure, ITV region, ACORN group, media users, daily newspapers, commercial TV viewing, supermarket used and household size, May 2006
Figure 30: Clusters, by reasons for being vegetarian/eating less meat (col %), May 2006
Figure 31: Clusters, by food group consumption (col %), May 2006
Figure 32: Clusters, by attitudes towards vegetarianism (col %), May 2006
Figure 33: Clusters, by attitudes towards meat-free foods and meat substitutes, May 2006

This report is supplied in accordance with Mintel's terms and conditions.  
© Mintel Group Ltd.