Table of Contents
Issues in the Market
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- Key themes
- Definition
- Abbreviations
Future Opportunities
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- Locking in flavour
- Extend your youth
Market in Brief
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- Meat-free market to reach £553 million in 2010
- Own-label dominates meat-free
- Three in five eat meat-free food
- Variety and health are top reasons for choosing meat-free
- One in eight would like to cut back on meat
- Majority see meat-free as bland
Internal Market Environment
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- Key points
- The number of vegetarians stagnates
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- Figure 1: Trends in vegetarianism and meat avoidance, 2006-10
- Meat-free day a week promoted to curb climate change
- Health concerns about red meat see cuts to intake
- Nearly one in three restrict red meat intake for health
- Meat-substitutes look to leverage lean credentials
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- Figure 2: Trends in trying to lose weight, 2006-10
- Ethnic foods enjoy strong interest
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- Figure 3: Attitudes towards foreign food, 2005-09
- Half the nation are keen cooks
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- Figure 4: Attitudes towards cooking and new recipes, 2006-10
- Frozen food sees acceptance stall
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- Figure 5: Attitudes towards frozen foods, 2006-10
Broader Market Environment
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- Key points
- Changing age profile brings challenges and opportunities for meat-free
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- Figure 6: Changes in the age structure of the UK population, 2010-15
- Growth of ABs is good news for the market
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- Figure 7: Changes in adult population, by socio-economic group, 2010-15
- Cautious spending recovery expected
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- Figure 8: Annual percentage change in consumer expenditure, at constant 2005 prices, 2006-15
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Definition
- Brands dominate NPD
- Chilled stands ahead of frozen in new launches
- Absence of additives is top claim
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- Figure 9: Top claims in new product launches in the UK meat substitutes* category, 2010**
- Functional claims leveraged by a large minority
- Themes in recent launches
- See-through packaging gains popularity
- New products expand into new segments
- … as well as flavours and ingredients
- Meat-free meals and meal centres gain interest
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- Figure 10: Share of new product launches in meals and meal centres labelled as vegetarian, 2006-2010*
Market Size and Forecast
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- Key points
- Meat-eaters and new product development support underlying growth
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- Figure 11: UK retail sales of meat-free foods, at current and constant prices, 2005-10
- Recession sees cutbacks on meat and more scratch-cooking
- Forecast
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- Figure 12: Forecast of UK retail sales of meat-free foods, by value, 2005-15
- Volume growth to rely on attracting rare users and meat-eaters
- Projected demographic trends to benefit meat-free
- Forecast methodology
Market Segmentation
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- Key points
- Chilled dominates meat-free
- Frozen won ground in recession, chilled regaining in 2010
- Ready meals dominate meat-free
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- Figure 13: Value sales of meat-free foods, by type, 2010
- Figure 14: Annual percentage change in value sales of meat-free foods, by type, 2009-10
- Figure 15: UK retail value sales of meat-free foods, by type, 2009-10
Market Share
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- Key points
- Premier Foods holds a strong lead in meat-free
- Hain Celestial slowly gaining ground
- Smaller players look to make their mark
- Own-label dominates meat-free
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- Figure 16: Manufacturers’ shares in meat-free foods, 2007-09
Companies and Products
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- Premier Foods
- Background
- Recent activity
- Product range
- Innovation
- Promotion
- Hain Celestial
- Background
- Recent activity
- Product range
- Innovation
- Promotion
- Irish Food Processors
- Background
- Product range
- Innovation
- Promotion
- Goodlife Foods
- Background
- Recent activity
- Product range
- Innovation
- Promotion
- Redwood Wholefood Co.
- Background
- Recent activity
- Product range
- Innovation
- Promotion
Brand Communication and Promotion
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- Key points
- Adspend leaps ahead in 2009
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- Figure 17: Topline spend in the UK meat-free foods market, 2006-10*
- Brands look to engage
- The Vegetarian Society
- Meat-free Mondays campaign enjoys high media coverage
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- Figure 18: Spend in the UK meat-free foods market, by company, 2007-10*
Channels to Market
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- Key points
- Multiples dominate spending on meat-free food
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- Figure 19: Retail distribution of meat-free foods, by outlet type, 2007-09
Consumer – Usage of Vegetarian/Meat-free Foods
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- Key points
- Britons still lean towards meat and two veg
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- Figure 20: Frequency of eating red meat, poultry, fish and vegetarian/meat-free food, July 2010
- Women, ABs and under-35s most likely to eat meat-free
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- Figure 21: Eating vegetarian/meat-free food (any frequency), by gender, age and socio-economic group, July 2010
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- Figure 22: Eating vegetarian/meat-free food at least two days a week, by gender, age and socio-economic group, July 2010
- Sausages and burgers lead in meat-free
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- Figure 23: Purchase of Vegetarian/meat-free food, by type, July 2010
- Two in five never buy meat-free
- Sausages and burgers are the most popular in meat-free
- One in eight eat a broad variety of meat-free or vegetarian foods
Consumer – Reasons for Eating Vegetarian/Meat-free Food
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- Key points
- Variety is top reason for choosing meat-free
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- Figure 24: Reasons for eating vegetarian/meat-free foods, July 2010
- Meat-free must deliver on taste
- Health considerations play a major role in meat-free demand
- Ethical reasons rank behind money for meat-free
Consumer – Attitudes Towards Eating Meat vs. Meat-free food
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- Key points
- Half of adults open to meat-free, meat strong on enjoyment and nutrition
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- Figure 25: Attitudes towards eating meat vs. meat-free food, July 2010
- Half of adults open to meat-free food – if it delivers on excitement and taste
- One in eight would like to cut back on animal-based protein, one in five have
- Most see meat as enjoyable and nutritious
- Meat-free is off the radar for nearly two in five
Consumer – Attitudes Towards Meat Substitutes and Vegetarian Food
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- Key points
- Artificial image hampers meat substitutes, blandness an issue for meat-free foods
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- Figure 26: Attitudes towards meat substitutes and vegetarian food, July 2010
- Artificial image and taste are issues for meat substitutes
- Greater variety could support sales of vegetarian foods
- Cooking with vegetables preferred to meat substitutes
Consumer – Target Groups
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- Key points
- One in five adults come across as veg lovers
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- Figure 27: Target groups for meat-free/vegetarian food, July 2010
- Veg-lovers (20%)
- Who are they?
- Consumption of and attitudes towards meat-free/vegetarian food
- Attitudes towards cooking
- Gourmets (25%)
- Who are they?
- Consumption of and attitudes towards meat-free foods
- Attitudes towards cooking
- Tradionalists (23%)
- Who are they?
- Consumption of and attitudes towards meat-free foods
- Attitudes towards cooking
- Meat-lovers (32%)
- Who are they?
- Consumption of and attitudes towards meat-free foods
- Attitudes towards cooking
Appendix – Consumer – Usage of Vegetarian/Meat-free Foods
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- Figure 28: Types of vegetarian foods/meat-free foods bought in the last six months, July 2010
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- Figure 29: Vegetarian/meat-free foods bought in the last six months, by demographics, July 2010
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- Figure 30: Repertoire of vegetarian foods/meat-free foods bought in the last six months, July 2010
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- Figure 31: Repertoire of vegetarian foods/meat-free foods bought on the last six months, by demographics, July 2010
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- Figure 32: Consumption of red meat/fish/poultry/meat-free foods, by frequency, July 2010
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- Figure 33: Consumption of red meat/fish/poultry/meat-free foods, by demographics July 2010
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- Figure 34: Consumption of Vegetarian/Meat-free foods, by frequency, by demographics, July 2010
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Appendix – Consumer – Reasons for Eating Vegetarian/Meat-free Foods
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- Figure 35: Reasons for eating vegetarian/meat-free foods, July 2010
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- Figure 36: Reasons for eating vegetarian/meat-free foods, by demographics, July 2010
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- Figure 37: Reasons for eating vegetarian/meat-free foods, by demographics, July 2010 (continued)
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- Figure 38: Reasons for eating vegetarian/meat-free foods, by consumption of red meat/fish/poultry/meatfree foods, by frequency, July 2010
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Appendix – Consumer – Attitudes towards Eating Meat vs. Meat-free food
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- Figure 39: Attitudes towards eating meat vs meat-free food, July 2010
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- Figure 40: Agreement with the statement “a meal doesn’t need meat/fish/poultry to be filling” and “I don’t see any need to cut back on meat/fish/poultry”, by demographics, July 2010
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- Figure 41: Agreement with the statement “I sometimes choose vegetable-based dishes because I feel like it” and “A meal with meat/fish/poultry is more enjoyable than without”, by demographics, July 2010
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- Figure 42: Agreement with the statement “A meal with meat/fish/poultry is more nutritious than without” and “I would consider vegetarian/meat-free food, if it was exciting/tasty in its own right”, by demographics, July 2010
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- Figure 43: Agreement with the statement “I know how to cook tasty/exciting dishes without meat/fish/poultry” and “I have never thought of buying meat-free foods or meat-substitutes”, by demographics, July 2010
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- Figure 44: Agreement with the statement “I have tried meat-free foods/meat substitutes but wouldn’t eat them again” and “Foods with meat/fish/poultry are better value for money than meat-free/vegetable-based ones”, by demographics, July 2010
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- Figure 45: Agreement with the statement “I have cut back on eating meat/fish/poultry in the last 12 months” and “I would like to cut back on meat/fish/poultry”, by demographics, July 2010
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- Figure 46: Attitudes towards meat-free/vegetarian food, by nets of consumption of red meat/fish/poultry/meat-free foods, by frequency, July 2010
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Appendix - Consumer – Attitudes Towards Meat Substitutes and Vegetarian Food
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- Figure 47: Attitudes towards meat substitutes and vegetarian food, July 2010
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- Figure 48: Agreement with the statement "I prefer cooking with vegetables to using substitutes imitating meat/chicken etc" and "I'm put off by substitutes imitating meat (eg Quorn) because they are artificial/processed", by demographics, July 2010
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- Figure 49: Agreement with the statement "Vegetarian foods at the grocery stores are often bland/unexciting" and "I’m put off by the taste of substitutes imitating meat", by demographics, July 2010
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- Figure 50: Agreement with the statement "There aren’t enough meat-free/vegetarian options in ready meals/ready to cook meals" and "I would eat vegetarian/meat-free food products more if there was more variety“, by demographics, July 2010
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- Figure 51: Agreement with the statement "Prepared vegetarian/meat-free foods are often unhealthy (eg made with a lot of cheese, cream etc)" and statement "I like the texture of meat/chicken substitutes (eg chicken-style Quorn)", by demographics, July 2010
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- Figure 52: Agreement with the statement "I prefer products like tofu to substitutes trying to imitate meat/chicken", by demographics, July 2010
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- Figure 53: Attitudes to meat substitutes and vegetarian food, by consumption of red meat/fish/poultry/meat-free foods, by frequency, July 2010
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Appendix – Consumer – Target Groups
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- Figure 54: Target groups, by demographics, July 2010
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- Figure 55: Statements on eating habits, by target groups, July 2010
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- Figure 56: Statements on cooking style, by target groups, July 2010
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- Figure 57: Types of vegetarian foods/meat-free foods bought, by target groups, July 2010
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- Figure 58: Reasons for eating vegetarian/meat-free foods, by target groups, July 2010
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- Figure 59: Attitudes towards eating meat vs meat-free food, by target groups, July 2010
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- Figure 60: Attitudes towards meat-free/vegetarian food, by target groups, July 2010
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