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Published by: Mintel International Group Ltd.
Published: Sep. 1, 2006 - 69 Pages
Table of Contents
- ISSUES IN THE MARKET
- Definitions
- MARKET IN BRIEF
- Dedicated followers
- Market drivers
- Role of marketing
- The consumer
- INTERNAL MARKET ENVIRONMENT
- Slow growth in vegetarianism
- Scares feeding vegetarianism
- Moves towards healthy eating
- Lifestyle
- Clearer labelling
- Catering for wider tastes
- Increased options
- BROADER MARKET ENVIRONMENT
- Demographic trends provide mixed blessing
- Figure 1: UK population, by age (000s), 2001-11
- An informed choice
- Variety the spice of life
- COMPANIES AND PRODUCTS
- Premier Foods
- Hain Celestial
- Cranks
- Simply Organics
- Others
- CHANNELS TO MARKET
- Greater presence on shelf
- Figure 2: Retail distribution of meat substitutes, 2001-05
- In-store positioning
- Wider choice across the board
- ORGANISATIONS
- KEY PLAYERS: ORGANISATIONS
- Vegetarian Society
- Vegetarian & Vegan Foundation
- Vegan Society
- Viva!
- BRAND COMMUNICATION AND PROMOTION
- Figure 3: Main monitored media advertising spend on vegetarian brands, 2001-05
- Handful of manufacturers dominate adspend
- Figure 4: Total media advertising spend on vegetarian brands, by advertiser, 2001-05
- Sexing up stale image
- Figure 5: Main monitored media advertising, by advertisers, 2001-05
- THE CONSUMER - WHO?
- Figure 6: Attitudes towards vegetarianism, 2001-05
- Meat is a must
- Vegetarian profile
- CONSUMPTION BY FOOD GROUP
- Figure 7: Topline food groups incorporated into diet, May 2006
- Figure 8: Other foods eaten by those who consume meat substitutes, May 2006
- CONSUMER - ATTITUDES
- Figure 9: Topline attitudes towards being a vegetarian, May 2006
- Figure 10: Topline attitudes towards vegetarianism and eating meat, May 2006
- Meat remains manly
- THE FUTURE
- Slow growth in vegetarianism
- Improved availability and quality of vegetarian food
- Going mainstream or flexitarian?
- The following represent opportunities
- APPENDIX
- Consumer research
- ACORN
- Advertising data
- ABBREVIATIONS
- THE CONSUMER - WHO? DETAILED DEMOGRAPHICS
- Figure 11: Agreement with the statements ‘I am a vegetarian’ and ‘I try to eliminate meat from my diet’, by gender, age, social grade, children in household, marital status, working status, household size, ITV region, lifestage and Mintel’s Special Groups, detailed 2005
- Figure 12: 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 13: 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 - DETAILED DEMOGRAPHICS
- Figure 14: 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
- Figure 15: 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
- Figure 16: Popular attitudes towards being a vegetarian, 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 17: Attitudes towards being a vegetarian, 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
- APPENDIX: RESEARCH METHODOLOGY
AbstractThis is the first time that Mintel has examined attitudes toward vegetarianism in the UK. However, in June 2000, we reported on the vegetarian market. After a steady increase throughout most of the 1990s, the number of vegetarians in the UK has reached around 5-6% of the population. Whilst growth has stabilised over the past few years, there is no doubt that vegetarianism and vegetarian food has become a much more accepted part of everyday life, and the “hippy” image of the 1960s is a thing of the past.
This report examines the hypothesis that: “Broader interest in healthy eating, coupled with increasing incidents of food scares are having an increasing impact on attitudes towards meat, and therefore vegetarianism.”
The main market drivers affecting attitudes to vegetarianism, both external factors and internal, are considered, together with the roles played by vegetarian societies and meat- free food manufacturers in defining the image of vegetarianism.
The report also includes detailed analysis of consumer attitudes towards vegetarianism and meat eating, in order to determine future prospects for the market.
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