Vegetarian Foods (Processed) - US

Published by: Mintel International Group Ltd.

Published: Jun. 1, 2007 - 91 Pages

Table of Contents

Scope and Themes

What you need to know

Definition

Abbreviations and terms

Abbreviations

Terms

Executive Summary

A $1.17 billion market in 2006

Defining the vegetarian food market

Healthy living as market driver

Environmental as an emerging market driver

Most market drivers positive, but the biggest one is not

Products must appeal to vegetarians and non-vegetarians alike

The category is comprised of four segments

Major manufacturers have traction, but plenty of room for additional players

Competition increases between supermarkets and natural supermarkets

Consumer base is diverse, but trends emerge

Reasons for not eating meat

Young adults and aging Baby Boomers can drive the market

Market forecast to continue growing, but not as fast

Market Drivers

Health impact of the vegetarian lifestyle

Improved nutrition

Weight loss

Food safety

Food allergies

Social and lifestyle factors

Concern for the lives of animals

Convenience

Environmental impact

Other social and lifestyle issues

Religious

Consumer uptake modest, and it may be declining

Market Size and Trends

Market size

Figure 1: Total U.S. retail sales of vegetarian foods, at current and constant prices, 2001-06

Market trends

Mintel GNPD

Leaders (or lack of) in new introductions of meat substitutes

Figure 2: New introductions of meat substitutes, by company, 2000-07

Figure 3: New introductions of meat substitutes, by 2006 leaders, 2000-07

More ethnic flavors

Figure 4: Trader Joe’s Vegetable Masala Burger, 2007

Figure 5: President’s Choice Blue Menu Mediterranean Meatless Chicken Strips, Canada 2007

Figure 6: Franklin Farms’ Freida’s Soyrizo, 2007

Figure 7: Tesco meatfree mushroom and garlic quarter pounders, UK 2007

Figure 8: Lightlife Smart Deli Pepperoni Style veggie protein slices, 2007

Forecast/predictions

Mintel menu insights

Vegetarian items introduced in restaurant menus

Figure 9: Number of new vegetarian restaurant menu items, Q1 2005-Q4 2006

Figure 10: Number of new vegetarian restaurant menu items, by type of restaurant, Q1 2005-Q4 2006

Figure 11: Number of new vegetarian menu items, by restaurant, Q1 2005-Q4 2006

Figure 12: Number of new vegetarian restaurant menu items, by type of dish, Q1 2005-Q4 2006

Market Segmentation

Introduction

Figure 13: Sales of vegetarian food in FDM and natural food stores, segmented by type of food, 2004 and 2006

Milk substitutes

Figure 14: Sales of milk substitutes, at current and constant prices, 2001-06

Meat and poultry substitutes

Figure 15: Sales of meat and poultry substitutes, at current and constant prices, 2001-06

Cheese substitutes and tofu

Figure 16: Sales of cheese substitutes and tofu, at current and constant prices, 2001-06

Other vegetarian foods

Figure 17: Sales of other vegetarian foods, at current and constant prices, 2001-06

Supply Structure

Overview

Companies and brands

Figure 18: Manufacturer FDM sales of vegetarian food in the U.S., 2004 and 2006

Figure 19: Manufacturer FDM brand sales of milk substitutes in the U.S., 2004 and 2006

Figure 20: Manufacturer FDM brand sales of meat/poultry substitutes in the U.S., 2004 and 2006

Figure 21: Manufacturer FDM brand sales of cheese substitutes and tofu in the U.S., 2004 and 2006

Figure 22: Manufacturer FDM brand sales of vegetarian dinners/entrées/sides in the U.S., 2004 and 2006

Advertising and Promotion

Dean Foods/White Wave

Galaxy Foods

Gardenburger

Retail Distribution

Introduction

Figure 23: U.S. retail sales of vegetarian foods, by channel, 2004 and 2006

Supermarkets

Figure 24: U.S. supermarket sales of vegetarian foods, at current and constant prices, 2001-06

Natural food store channel/SPINS

Figure 25: U.S. natural food store sales of vegetarian foods, at current and constant prices, 2001-06

Natural channel sales by segment

Figure 26: Natural product supermarket retail sales of vegetarian foods, by segment, 2004 and 2006

Non-dairy beverages

Figure 27: Natural product supermarket retail sales of non-dairy beverages, at current and constant prices, 2004-06

Figure 28: Natural product supermarket retail sales of non-dairy beverages, by storage, 2004 and 2006

Meat substitutes

Figure 29: Natural product supermarket retail sales of refrigerated and frozen meat substitutes, at current and constant prices, 2004-06

Refrigerated and frozen vegetarian entrées

Figure 30: Natural product supermarket retail sales of refrigerated and frozen vegetarian entrées, at current and constant prices, 2004-06

Tofu

Figure 31: Natural product supermarket retail sales of tofu, at current and constant prices, 2004-06

Natural channel sales by brand

Non-dairy beverage brands

Figure 32: Manufacturer brand natural supermarket sales of non-dairy beverages, 2004 and 2006

Refrigerated and frozen meat substitute brands

Figure 33: Manufacturer brand natural supermarket sales of refrigerated and frozen meat substitutes, 2004 and 2006

Figure 34: Marlow Foods Quorn, 2007

Figure 35: Turtle Island Tofurky Kielbasa, 2005

Refrigerated and frozen vegetarian entrée brands

Figure 36: Manufacturer brand natural supermarket sales of refrigerated and frozen vegetarian entrées, 2004 and 2006

Tofu brands

Figure 37: Manufacturer brand natural supermarket sales of tofu, 2004 and 2006

The Consumer—Usage of Meat Alternatives

Introduction

Summary

Usage of meat alternatives

Type and frequency of meat alternative use

Meat alternative usage trends: large versus small brands

Incidence of eating or drinking vegetarian processed foods

Behaviors and attitudes of vegetarians and vegans

Usage

Figure 38: Who uses meat alternative products, by demographic groups, January-October 2006

Figure 39: (continued) Who uses meat alternative products, by demographic groups, January-October 2006

Types

Figure 40: Types of meat alternatives used, by vegetarian and non-vegetarian, January-October 2006

Frequency of use of meat alternatives

Figure 41: Frequency of use of meat alternatives, by vegetarian and non-vegetarian, January-October 2006

Figure 42: Frequency of use of meat alternatives, by age, January-October 2006

Figure 43: Frequency of use of meat alternatives, by income, January-October 2006

Figure 44: Frequency of use of meat alternatives, by race/ethnicity, January-October 2006

Figure 45: Frequency of use of meat alternatives, by region, January-October 2006

Brand analysis

Figure 46: Brands of meat alternatives used, by vegetarian and non-vegetarian, January-October 2006

Figure 47: Brands of meat alternatives used, by gender, January-October 2006

Figure 48: Brands of meat alternatives used, by age, January-October 2006

Figure 49: Brands of meat alternatives used, by race/ethnicity, January-October 2006

Figure 50: Brands of meat alternatives used, by income, January-October 2006

Figure 51: Brands of meat alternatives used, by vegetarian and non-vegetarian, January-October 2006

Incidence of eating or drinking various vegetarian processed foods

Figure 52: Incidence of eating various vegetarian processed foods, by age, April 2007

Figure 53: Incidence of eating various vegetarian processed foods, by race/ethnicity, April 2007

Figure 54: Incidence of eating various vegetarian processed foods, by region, April 2007

The Consumer—Behaviors and Attitudes of Vegetarians and Vegans

Incidence of avoiding various protein-based foods

Figure 55: Incidence of avoiding various protein-based foods, by age, April 2007

Figure 56: Incidence of avoiding various protein-based foods, by race/ethnicity, April 2007

Reasons for being vegetarian or vegan

Figure 57: Reasons for being vegetarian or vegan, April 2007

Ensuring proper nutrition

Figure 58: Actions taken to ensure proper nutrition, April 2007

Types of diets used

Figure 59: Types of diets used, April 2007

Opinions and issues for vegetarians and vegans

Figure 60: Opinions and issues for vegetarians and vegans, April 2007

Vegetarians and vegans

Figure 61: Vegetarians and vegans, by demographic groups, April 2007

Future and Forecast

Future trends

An increasingly diverse population seeking vegetarian processed foods

Figure 62: Population, by race and Hispanic origin, 2001-11

An increasingly older population will seek easy, healthy solutions

Figure 63: U.S. population and projections, by age, 2001-11

More vegetarian choices when dining out

Market forecast

Vegetarian food market

Figure 64: Forecast of total U.S. retail sales of processed vegetarian foods, at current and constant prices, 2006-11

Forecast factors

Appendix: Trade Associations

Appendix: Simmons Cohorts

Figure 65: Married couples cohorts

Figure 66: Single women cohorts

Figure 67: Single men cohorts

Abstract

The market for vegetarian foods covered in this report—primarily tofu, egg substitutes, and dairy or meat alternatives—grew well above the rate of inflation during 2001-06. However, vegetarian food is still a small market. This report helps industry players tailor marketing messages to varied consumers, as well as to launch new products in niche markets and identify retail strategies that can help drive sales. Some areas of focus include:

• The influence of new products in relation to market performance
• How vegetarian foods are meeting consumer demand
• Opportunities for major manufacturers and small players to penetrate the market through appropriate retail channels, product branding, and messaging
• Evaluation of product and overall market growth trends, including analysis of specific growing markets such as frozen entrées, and declining markets such as cheese substitutes
• Product segmentation and brand sales analysis, noting high growth among smaller players and private-label brands
• The effect of marketing and promotional efforts of leading suppliers, communicating the health benefits of processed vegetarian food
• Vegetarian foods purchasers, with usage, brand, and frequency comparisons by demographic profiles
• Attitudes and opinions of vegetarian food purchasers, including product preferences and primary drivers behind their decision to avoid animal-based food products

This report defines vegetarian foods as those that act as direct substitutes for animal products. For example, soymilk can be used by consumers to replace cow’s milk, and certain kinds of textured vegetable protein can replace red meat.

The following foods are included in this report:

• Soymilk (refrigerated and shelf-stable, flavored and unflavored)
• Other non-dairy milk alternatives such as almond milk and rice milk
• Frozen, refrigerated and canned meat substitutes
• Tofu and other vegetable-based substitutes, such as bean burgers, garden burgers, nut patties, chick pea patties, and vegetarian hot dogs
• Other products marketed primarily to vegetarians, including entrées and egg substitutes

Excluded from this report are foods that do not directly replace a meat or dairy product. Therefore, fresh, canned, or frozen fruit or vegetables are not included, nor are shelf-stable or frozen prepared meals. Also excluded are all dairy products.

This report contains US IRI InfoScan data.

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