Table of Contents
Overview
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- What you need to know
- Products covered in this Report
Executive Summary
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- The market
- Stellar growth for meat-free foods since 2016…
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- Figure 1: UK retail value sales of meat-free foods, 2013-21
- …underpinned by lifestyle trends and NPD
- The rapid growth in sales is set to endure
- Chilled leads in meat-free but frozen has enjoyed stronger growth
- Sales of frozen meat-free foods reach the highest level in five years
- Health concerns drive ‘flexitarian’ trend
- Meat-free foods in foodservice can boost interest in meat-free foods
- The ageing population poses a challenge to the market
- Companies and brands
- Strong growth for chilled meat-free foods
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- Figure 2: Leading brands’ shares in the UK chilled meat-free foods market, by value, 2016/17 and 2017/18
- Own-label extends dominance in frozen meat-free foods
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- Figure 3: Leading brands’ shares in the UK frozen meat-free foods market, by value, 2016/17 and 2017/18
- Strong start to meat-free food launches in 2018
- Vegan claims rise to over half of meat substitute launches
- High/added protein continues to be an area for emphasis
- Sainsbury’s and Waitrose extend vegan offerings
- Steep rise in adspend on meat-free foods in the first half of 2018
- Quorn spotlights three aspects in advertising meat-free foods
- Meat-free campaigns become more high profile
- The consumer
- Meat eating is ingrained in Britain
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- Figure 4: Consumers’ meat eating habits, by age, July 2018
- A third of meat eaters have reduced their meat consumption
- Eating less meat is seen as a good way to improve health
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- Figure 5: Benefits of eating less meat, July 2018
- Over half of consumers have eaten meat-free foods
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- Figure 6: Frequency of usage of meat-free foods, July 2018
- Meat-free foods have made inroads into snacking
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- Figure 7: Occasions when meat-free foods have been eaten, July 2018
- A variety of sources are used for meat-free meal inspiration
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- Figure 8: Sources used for meat-free meal inspiration, July 2018
- Meat-like qualities are most likely to drive people to the category
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- Figure 9: Factors to encourage trying of meat-free foods, July 2018
- Meat-free foods need to deliver on protein
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- Figure 10: Attitudes towards meat-free foods, July 2018
- What we think
Issues and Insights
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- Meat-free foods can make further inroads into breakfast and snacking occasions
- The facts
- The implications
- Imitating meat characteristics can inject excitement into the category
- The facts
- The implications
- A need for clarity over the ingredients used in meat-free foods
- The facts
- The implications
The Market – What You Need to Know
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- Stellar growth for meat-free foods since 2016…
- …underpinned by lifestyle trends and NPD
- The rapid growth in sales is set to endure
- Chilled leads in meat-free but frozen has enjoyed stronger growth
- Sales of frozen meat-free foods reach the highest level in five years
- Health concerns drive ‘flexitarian’ trend
- Meat-free foods in foodservice can boost interest in meat-free foods
- The ageing population poses a challenge to the market
Market Size and Forecast
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- Stellar growth for meat-free foods
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- Figure 11: UK retail value and volume sales of meat-free foods, 2013-23
- Value growth forecast for the market
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- Figure 12: UK retail value sales of meat-free foods, 2013-23
- Growth in the child population should support volume sales
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- Figure 13: UK retail volume sales of meat-free foods, 2013-23
- Forecast methodology
Market Segmentation
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- Chilled leads in meat-free but frozen has enjoyed stronger growth
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- Figure 14: UK retail value and volume sales of meat-free foods, by segment, 2013-18
- Snacks and sausages add the most value in the chilled segment
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- Figure 15: UK retail value and volume sales of chilled meat-free foods, by sub-segment, 2013-18
- Sales of frozen meat-free foods reach the highest level in five years
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- Figure 16: UK retail value and volume sales of frozen meat-free foods, by sub-segment, 2013-18
Market Drivers
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- Health concerns drive ‘flexitarian’ trend
- Environmental concerns are giving rise to the ‘reducetarian’ trend
- Concerns over antibiotics in meat help to drive meat reduction
- Potential for plant-based seafood to enter the market
- Meat-free foods in foodservice can boost interest in meat-free foods
- Quorn to invest £7 million in a vegan research centre
- Traces of meat found in meat-free foods
- Meat substitute terms could come under fire for being ‘misleading’
- Household spend is subdued but the pressure is set to ease
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- Figure 17: Annual percentage change in CPI and AWE (regular pay), monthly basis, January 2012-May 2018
- The ageing population poses a challenge to the market
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- Figure 18: Trends in the age structure of the UK population, 2013-18 and 2018-23
Companies and Brands – What You Need to Know
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- Strong growth for chilled meat-free foods
- Own-label extends dominance in frozen meat-free foods
- Strong start to meat-free food launches in 2018
- Vegan claims rise to over half of meat substitute launches
- High/added protein continues to be an area for emphasis
- Sainsbury’s and Waitrose extend vegan offerings
- Steep rise in adspend on meat-free foods in the first half of 2018
- Quorn spotlights three aspects in advertising meat-free foods
- Meat-free campaigns become more high profile
Market Share
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- Strong growth for chilled meat-free foods
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- Figure 19: Leading brands’ sales and shares in the UK chilled meat-free foods market, by value and volume, 2015/16-2017/18
- Double-digit value and volume growth for leading brands
- Own-label extends dominance in frozen meat-free foods
- Market leader Quorn has lost market share despite value sales growth
- Linda McCartney is the only brand to see value and volume sales growth
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- Figure 20: Leading brands’ sales and shares in the UK frozen meat-free foods market, by value and volume, 2015/16-2017/18
Launch Activity and Innovation
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- Strong start to meat-free food launches in 2018
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- Figure 21: Share of new launches in the processed meat, poultry, fish and egg products market, by segment, 2014-18
- Vegan claims rise to over half of meat substitute launches
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- Figure 22: Share of new product launches in the UK meat-free foods market, by top 10 claims (sorted by 2017), 2014-18
- Veganuary sparks raft of NPD
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- Figure 23: Examples of products launched to coincide with Veganuary, January 2018
- High/added protein continues to be an area for emphasis
- Quorn targets convenience channel with new range
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- Figure 24: Before and after redesign of Quorn’s packaging, 2015-18
- Figure 25: Share of new launches in the meat substitutes market, by company (sorted by 2017), 2014-18
- Garden Gourmet brand launches into Sainsbury’s stores and Ocado
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- Figure 26: Examples from Nestlé’s Garden Gourmet Meat-free Range, May 2018
- Spate of vegan range launches from retailers
- Tesco partners with ‘Wicked Kitchen’
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- Figure 27: Examples from the Wicked Kitchen range at Tesco, January 2018
- Vivera brings the ‘world’s first’ vegan steak to Tesco shelves
- Plans in place to bring the Beyond Burger to the UK market
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- Figure 28: The Beyond Burger, US
- No Bull bleeding burgers from Iceland
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- Figure 29: Iceland’s No Bull Burgers, April 2018
- Sainsbury’s extends vegetarian and vegan offerings
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- Figure 30: Examples added to Sainsbury’s vegan and vegetarian lines, June-July 2018
- Waitrose adds a dedicated vegan section to its stores
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- Figure 31: NoChicken Nuggets from The Vegetarian Butcher available at Waitrose, June 2018
- Heck expands range of plant-based sausages
- Linda McCartney ups its seasonal vegan offerings
Advertising and Marketing Activity
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- Steep rise in adspend on meat-free foods in the first half of 2018
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- Figure 32: Total above-the-line, online display and direct mail advertising expenditure on meat-free foods, 2014-18
- Quorn spotlights three aspects in advertising meat-free foods
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- Figure 33: Total above-the-line, online display and direct mail advertising expenditure on meat-free foods, by advertiser, 2014-18
- Quorn enlists celebrities to focus on health credentials
- Linda McCartney hosts immersive meat-free experience
- Meat-free campaigns become more high profile
- The Vegetarian Society steps up digital activity
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- Figure 34: Total above-the-line, online display and direct mail total advertising expenditure on meat-free foods, by media type, 2014-18
- ‘Vegan on the Go’ campaign highlights lack of meat-free options
- Nielsen Ad Intel coverage
The Consumer – What You Need to Know
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- Meat eating is ingrained in Britain
- A third of meat eaters have reduced their meat consumption
- Eating less meat is seen as a good way to improve health
- Over half of consumers have eaten meat-free foods
- 25-34s are most likely to eat meat-free foods for breakfast
- Meat-free foods have made inroads into snacking
- A variety of sources are used for meat-free meal inspiration
- Meat-like qualities are most likely to drive people to the category
- Meat-free foods need to deliver on protein
Meat Eating Habits
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- Meat eating is ingrained in Britain
- A third of meat eaters have reduced their meat consumption
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- Figure 35: Consumers’ meat eating habits, by age, July 2018
- Reducing meat consumption is more common among affluent consumers
- Parents of under-18s show sizeable interest in reducing meat consumption
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- Figure 36: Asda’s Chosen By Kids Veggie Chicken Burgers, 2014
Benefits of Eating Less Meat
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- Eating less meat is seen as a good way to improve health
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- Figure 37: Benefits of eating less meat, by gender, July 2018
- Environmental impacts are an important consideration for a quarter
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- Figure 38: Quorn meat-free pieces, April 2018
- Few see reducing the consumption of antibiotics as a benefit
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- Figure 39: Fry’s Family Food Quinoa & Rice Protein Burgers, February 2017
Usage of Meat-free Foods
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- Over half of consumers have eaten meat-free foods
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- Figure 40: Frequency of usage of meat-free foods, July 2018
- Consumption of meat-free foods skewed towards more affluent consumers
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- Figure 41: Usage of meat-free foods, by consumers’ meat eating habits, July 2018
When Meat-free Foods are Eaten
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- Dinner is the key usage occasion for meat-free foods
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- Figure 42: Occasions when meat-free foods have been eaten, July 2018
- 25-34s are most likely to eat meat-free foods for breakfast
- Meat-free foods have made inroads into snacking
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- Figure 43: Examples of vegetable- and fruit-based jerky-style snacks, May-November 2017
Sources Used for Meat-free Meal Inspiration
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- A variety of sources are used for meat-free meal inspiration
- Friends and family are the most commonly used sources for ideas
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- Figure 44: Sources used for meat-free meals, July 2018
- Younger age groups most likely to look for inspiration
- Cookery books are popular among older generations
- On-pack recipes are lacking in the category
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- Figure 45: Summer Pride’s Jackfruit in water, July 2018
Factors to Encourage Trying of Meat-free Foods
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- Meat-like qualities are most likely to drive people to the category
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- Figure 46: Factors to encourage trying of meat-free foods, July 2018
- More exciting flavours can bring interest to the category
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- Figure 47: Examples of flavour variations in meat-free foods, April-May 2018
- Financial savings could sway a quarter
- The sustainability message lacks any real persuasion
Attitudes towards Meat-free Foods
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- Meat-free foods need to deliver on protein
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- Figure 48: Attitudes towards meat-free foods, July 2018
- Meat-free options can help to cater for different diets
- Clarity needed over the ingredients used in meat-free foods
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- Figure 49: Vivera’s 100% vegan Smokey BBQ pulled veggie, February 2018
- Short ingredient lists would be favoured by two fifths
- “Bleeding” burgers appeal to a quarter of under-35s
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Figure 50: Best- and worst-case forecast of total UK retail value sales of meat-free foods, 2018-23
- Figure 51: Beat- and worst-case forecast of total UK retail volume sales of meat-free foods, 2018-23
- Forecast methodology
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Appendix – Launch Activity and Innovation
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- Figure 52: Share of new launches in the meat substitutes market, by brands versus own-label, 2014-18
- Figure 53: New product launches in the UK meat-free foods market carrying L/N/R claims, 2014-18
- Figure 54: Share of new launches in the meat-free foods market carrying an added/high-protein claim, 2014-18
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- Figure 55: Share of new product launches in the UK meat-free foods market, by storage type, 2014-18
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Appendix – Market Share
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- Figure 56: Leading manufacturers’ sales and shares in the UK chilled meat-free foods market, by value and volume, 2015/16-2017/18
- Figure 57: Leading manufacturers’ sales and shares in the UK frozen meat-free foods market, by value and volume, 2015/16-2017/18
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Appendix – The Consumer
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- Figure 58: Frequency of usage of meat-free foods, March 2017 and July 2018
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- Figure 59: Usage of any meat-free foods, by age, July 2018
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- Figure 60: Repertoire of meat-free foods eaten, July 2018
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- Figure 61: Diets followed by non-meat eaters, March 2017 and July 2018
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- Figure 62: Meat-free foods – CHAID – Table output, July 2018
- Methodology
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- Figure 63: Meat-free foods – CHAID – Tree output, July 2018
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