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Vegetarian Foods

Published by: Key Note Publications Ltd

Published: Aug. 1, 2007 - 115 Pages


Table of Contents


Executive Summary

1. Introduction

OVERVIEW

THE HISTORY AND PRINCIPALS OF VEGETARIANISM

DEFINITIONS

Stumbling Blocks

REASONS FOR BECOMING VEGETARIAN

Table 1: Land Areas Needed to Supply Total UK Demand for Selected Foods (million hectares and hectares per tonne), 1999

THE GROWTH IN VEGETARIANISM

Number of Vegetarians

Table 2: Number of Adult Vegetarians in the UK Population by Sex (million and %), 1986-2001

Table 3: Number of Vegetarians in the UK Population by Type (million and %), 2000-2006

Table 4: Vegetarians by Social Grade (% of adults), 1990-2001

Table 5: Proportion of Adults With `Complete' Vegetarians in Household† in the UK (%), 2000-2005

Table 6: Proportion of Adults With `Complete' Vegetarians in Household by UK Country, and Proportion of Adults With Pescatarians in Household (%), 2000-2005

Table 7: Proportion of Adults With `Complete' Vegetarians and Pescatarians in Household in England by Region (%), 2002-2005

2. Strategic Overview

FACTORS DRIVING OR AFFECTING THE MARKET

Trends in Purchases of Meat and Meat Products

Table 8: Purchases of Cooked and Uncooked Meat Joints, Steaks and Chops (grams per person per week), 1976-2005/2006

Figure 1: Purchases of Cooked and Uncooked Meat Joints, Steaks and Chops (grams per person per week), 1976-2005/2006

The Effects of Food Scares

Table 9: Consumer Concern Relating to BSE (% of adults), 2002-2006

Health Claims for Vegetarian Foods

Table 10: Consumer Concern Relating to the Amount of Salt, Fat and Sugar in Foods (% of adults), 2003-2006

Meat Avoidance

Table 11: Reduced Meat Eating or Meat Avoidance (% of adults), 1984-2001

Table 12: Non-Meat Eaters/Red-Meat Avoiders by Sex and Age (% of adults), 1984-2001

Purchasing of Fresh Fruit and Vegetables

Table 13: Purchasing of Fresh Fruit and Vegetables (grams per person per week), 1976-2005/2006

Figure 2: Purchasing of Fresh Fruit and Vegetables (grams per person per week), 1976-2005/2006

Table 14: Average Daily Fruit and Vegetable Consumption by Number of Portions by Sex and Age Group (%), 2000/2001

Environmental and Ethical Factors

Table 15: Consumer Concern Relating to Animal Farming (% of adults), 2003-2006

MARKET SIZE

Table 16: The Total UK Vegetarian Foods Market by Value (£m), 1998/1999-2006/2007

Figure 3: The Total UK Vegetarian Foods Market by Value (£m), 1998/1999-2006/2007

ADVERTISING

DISTRIBUTION

MAJOR MANUFACTURERS

MARKET FORECASTS

Table 17: The Forecast Total UK Vegetarian Foods Market by Value (£m), 2007-2011

3. Chilled and Frozen Vegetarian Foods

THE TOTAL MARKET

Table 18: The Total UK Vegetarian Foods Market by Sector by Value (£m), Years Ending February 1998/1999-2003/2004

Table 19: The Total UK Vegetarian Foods Market by Sector by Value (£m), Years Ending March 2004/2005-2006/2007

Figure 4: The Total UK Vegetarian Foods Market by Sector by Value (£m), 1998/1999-2006/2007

Figure 5: The Total UK Vegetarian Foods Market by Sector by Value (%), 1998/1999-2006/2007

CHILLED VEGETARIAN FOODS

Table 20: The UK Chilled Vegetarian Foods Sector by Subsector by Value (£m), Years Ending March 2004/2005-2006/2007

FROZEN VEGETARIAN FOODS

Table 21: The UK Frozen Vegetarian Foods Sector by Subsector by Value (£m), Years Ending March 2004/2005-2006/2007

MARKET SHARES

Table 22: Manufacturers' Shares of Branded Vegetarian Foods by Sector by Value (%), 2006

Table 23: Major Vegetarian Food Brands Within the Chilled Sector

Table 24: Major Vegetarian Food Brands Within the Frozen Sector

4. Promotion

MAIN MEDIA ADVERTISING EXPENDITURE

Table 25: Main Media Advertising Expenditure on Vegetarian Foods (£000), Years Ending March 2003-2007

5. Distribution

MARKET SHARES

Table 26: Share of Frozen Meat-Free Sales Taken by Major Retailers (%), 2004/2005 and 2005/2006

Figure 6: Share of Frozen Meat-Free Sales Taken by Major Retailers (%), 2004/2005 and 2005/2006

6. An International Perspective

OVERVIEW

Table 27: Approximate Number of Vegetarians in Selected European Countries (000 and %), 2002

7. PEST Analysis

POLITICAL FACTORS

ECONOMIC FACTORS

SOCIAL FACTORS

TECHNOLOGICAL FACTORS

8. Consumer Dynamics

USAGE OF VEGETARIAN MEALS

Table 28: Usage of Vegetarian Meals (% of adults), 2006

PURCHASING OF VEGETARIAN FOODS

Table 29: Purchasing Vegetarian or `Suitable for Vegetarian' Foods by Frequency (% of respondents), 2007

Frequent Purchases (More Than Once a Month)

Ready Meals

Sausages/Burgers/Grills

Quiches/Pasties/Pies/Sausage Rolls

Table 30: Purchasing Vegetarian Ready Meals, Sausages/Burgers/Grills and Pastry Products More Than Once a Month (% of respondents), 2007

Mince/Quorn Pieces/Tofu

Potato Croquettes/Mash/Cheese/Potatoes/Spring Rolls

Pātés/Sliced `Meats'

Table 31: Purchasing Vegetarian Ingredients, Accompaniments and Delicatessen Products More Than Once a Month (% of respondents), 2007

VEGETARIAN HABITS

Table 32: Summary of Results (% of respondents), 2007

Consumption of Vegetarian Products and Preference for Branded Products

I Am Eating More Vegetarian Products Now Than 12 Months Ago

I Am Eating Less of These Products Now Than 12 Months Ago

I Prefer to Buy Brands of Vegetarian Products to Own Label

Table 33: Consumption of Vegetarian Products and Preference for Branded Products (% of respondents), 2007

Meat Reducers and Vegetarians

As a Household, We Have Reduced Our Meat Consumption Over the Last 5 Years

I or Another Member of This Household is a Vegetarian, Who Perhaps Eats Fish

I or Another Member of This Household Used to be a Vegetarian, Who Perhaps Ate Fish

Table 34: Meat Reducers and Vegetarians (% of respondents), 2007

Attitudes Towards Vegetarianism

Whether Vegetarian or Not, I Am Concerned About Meat-Related Health Scares, Such as BSE, Foot-and-Mouth and Avian Flu

I Consider a Vegetarian Diet Healthier in General Than One Containing Meat

I Consider a Vegetarian Diet Better for the Environment Than One Involving Livestock Farming

Table 35: Attitudes Towards Vegetarianism (% of respondents), 2007

9. Manufacturer Profiles

BIRDS EYE

Table 36: Financial Results for Birds Eye Ltd (£000), Years Ending 31st December 2003-2005

CAULDRON FOODS

Table 37: Financial Results for Cauldron Foods Ltd (£000), Years Ending 31st December 2003-2005

CRANKS

DALEPAK

Table 38: Financial Results for Cavaghan & Gray Ltd (£000), 53 Weeks Ending 3rd April 2004, and Years Ending 2nd April 2005 and 1st April 2006

Table 39: Financial Results for Northern Foods PLC (£000), Years Ending 2nd April 2005, 1st April 2006 and 31st March 2007

FINDUS

Table 40: Financial Results for Findus Ltd (£000), Years Ending 31st December 2004-2006

GOODLIFE FOODS

GRANOVITA

Table 41: Financial Results for granoVita UK Ltd (£000), Years Ending 31st December 2003-2005

HAIN CELESTIAL

HALDANE FOODS

MARLOW FOODS

Table 42: Financial Results for Marlow Foods Ltd (£000), Years Ending 31st December 2003-2005

Table 43: Financial Results for Premier Foods PLC (£000), Years Ending 31st December 2004-2006

MEDITERRANEAN FOODS

Table 44: Financial Results for Mediterranean Foods (London) Ltd (£000), Years Ending 31st May 2005 and 2006

REDWOOD WHOLEFOOD

Table 45: Financial Results for The Redwood Wholefood Company Ltd (£000), Years Ending 30th September 2004-2006

TIVALL

WICKEN FEN WHOLESOME FOODS

OTHER BRANDS

RETAILER OWN LABEL

10. The Future

MARKET SIZE

Table 46: The Forecast Total UK Vegetarian Foods Market by Sector by Value (£m), 2007-2011

Figure 7: The Forecast Total UK Vegetarian Foods Market by Sector by Value (£m), 2007-2011

Figure 8: The Forecast Total UK Vegetarian Foods Market by Sector by Value (%), 2007-2011

11. Consumer Confidence

METHODOLOGY

KEY FINDINGS THIS QUARTER

THE WILLINGNESS TO BORROW

Confidence Improves

Table A: The Average Amount Consumers Are Willing to Borrow in Order to Purchase Expensive Items at Current and Constant November 2004 Prices (£ and £bn), February 2006-2007

Willingness to Borrow Slips Slightly

Table B: The Number of Adults Willing to Borrow in Order to Purchase Expensive Items (000 and %), February 2006-2007

SPENDING FROM SAVINGS

Slight Increase in Spending from Savings

Table C: The Average Amount Consumers Are Willing to Spend from Savings in Order to Purchase Expensive Items at Current and Constant November 2004 Prices (£ and £bn), February 2006-2007

Saving Grows in Relative Importance

Table D: The Average Amounts Adults Are Confident Spending to Purchase Expensive Items (£ and %), February 2006-2007

12. Further Sources

Associations

Publications

General Sources

Government Publications

Other Sources

Bisnode Sources

Abstract

A number of factors have affected the vegetarian foods market over the period covered by this Key Note Market Assessment report. The market experienced significant growth between 1999/2000 and 2001/2002, when annual value increases of 12.2%, 14.6% and 16.6%, respectively, were achieved. However, more recently (since 2002/2003), growth has fallen to within a range of 3.9% and 8.3% year-on-year, with the latest 12-month period (ending March 2007) showing growth at the top end of this. This increase is significant when compared with the food market as a whole.

Positive features affecting the market include the Government's efforts to make people more aware of healthy eating, encouraging the consumption of at least five portions of fruit and vegetables per day. Government figures show a reduction over the past several years in meat eating (although this has currently stabilised), undoubtedly in part a result of food scares. In addition, figures reveal a growth in the consumption of fruit and some vegetables.

A further factor expected to boost the vegetarian foods market is the recent acquisition activity in the sector. Marlow Foods (manufacturer of the dominant Quorn range) and Cauldron Foods have been bought by Premier Foods. Furthermore, much of the frozen and chilled food businesses of Heinz (including the Linda McCartney brand) and Haldane Foods have been acquired by Hain Celestial. Findus and Unilever's Birds Eye brand have been bought by the private-equity companies CapVest and Permira, respectively. This activity is likely to result in greater promotional activity, principally within the frozen vegetarian foods sector.

Despite these positive influences, the number of vegetarians in the UK population is estimated to have been in decline since 1999, after peaking in around 1997. However, continued growth in vegetarian food sales indicates that the market has become mainstream with maturity, with `vegetarian' foods being eaten by many people who would not describe themselves particularly as being vegetarians. They may see themselves as meat reducers, or just seeking a healthier and more varied diet. Vegetarian foods are claimed to be lower in saturated fat, and contain higher levels of dietary fibre, minerals and vitamins. Vegetarian food manufacturers have recognised this change, and are now marketing their products more as being `suitable for vegetarians' or `not just for vegetarians'.

Virtually all growth in the vegetarian foods market is derived from the chilled sector, which accounts for the majority share of the total market. Retailer own-label products are dominant in this sector, with growth in chilled foods at the expense of frozen foods being a pattern set throughout the food market. Frozen vegetarian foods account for nearly all of the balance of the market, with a very small sector of ambient products. Retailer own label is less dominant here, with brands holding the major share. The various subsectors within both chilled and frozen foods, such as ready meals, pastry products, potato-based accompaniments and sausages/grills/burgers, have shown a mixture of growth and decline.

By far the most important manufacturer of vegetarian brands is Marlow Foods, with its Quorn range of chilled and frozen products. Other important producers of vegetarian brands are Hain Celestial, with the Linda McCartney range and Haldane Foods, and Cauldron Foods. Smaller manufacturers are Birds Eye and Findus — both of which have some vegetarian products within their traditional ranges — Dalepak, Goodlife Foods and Tivall. Many of these companies also make for own label.

There is little display advertising for vegetarian foods, with Quorn being the only brand receiving such support. However, even here, main media advertising expenditure halved between the years ending March 2006 and 2007.

Key Note forecasts that, over the next 5 years (2007 to 2011), sales of vegetarian foods will continue to grow, but at a slower rate of between 6.2% and 6.9% year-on-year. Despite this, there will still be significant overall value growth in the market over the period.

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