DATAMONITOR VIEW
CATALYST SUMMARY ANALYSIS Quorn has expanded from being an alternative source of protein into an international brand of meat-free products Quorn's current product range covers ready meals and meat-substitute ingredients for cooking Mycoprotein is the main ingredient used in Quorn products Ownership of Quorn has changed over the years Changing consumer attitude towards vegetarianism/meat avoidance has led to the expansion of the meat-free sector Although vegetarians are still the minority, vegetarianism is becoming more accepted Health concerns are prompting many consumers to cut down the amount of meat in their diet Food safety and environmental issues have also provoked consumers to seek meat alternatives Quorn has grown substantially, but faced controversy along the way Quorn has demonstrated significant growth over the years and expanded beyond the UK The brand's marketing messages have echoed consumers' growing focus on healthier diet options The positioning of Quorn products as meat-free without mentioning the v-word helped it appeal to a wider audience Labeling issues and allergy concerns have tarnished Quorn's success and reputation More doubts have been raised on whether current options of meat-free products are as healthy as they are perceived Challenges and opportunities: Quorn's future lies in whether its products can meet the changing consumer trend The increased preference of natural food and ingredients could jeopardize Quorn's established position in the market The popularity of other plant sourced ingredients, especially soy-based products, signals competition in the sector is intensifying The increased product options available to consumers is expected to continue to fuel the expansion of the sector The effect of economic downturn could provide another growth opportunity for Quorn and the meat-free sector APPENDIX Case study series Methodology Secondary sources Further reading Ask the analyst Datamonitor consulting Disclaimer List of Tables Table 1: Vegetarian inhabitants in western Europe, Australia and the US (millions and % of population), by country, 2007 Table 2: Meat-reducers (millions) in western Europe, the US and Australia, by country, 2002-12 List of Figures Figure 1: The content of fat, sodium and calories concern consumers the most among food and beverages Figure 2: Quorn's latest advertising campaign puts more focus on its nutritional values while emphasizing its taste profile and wide product choice Figure 3: The Eat Qlever campaign has not prevented the brand from stirring another wave of controversy Figure 4: Products with an image of natural could become more popular as the health trend continues Figure 5: A good taste profile remains as the basic requirement when consumers choose their food and drinks Figure 6: Some popular vegetable-based snacks launched in UK in 2008
