Meat-Free Foods - UK

Published by: Mintel International Group Ltd.

Published: Dec. 1, 2008 - 71 Pages

Table of Contents

ISSUES IN THE MARKET

Key themes

Definitions

MARKET IN BRIEF

Above-average growth

Dependence on meat eaters

Recovery in frozen and ready meals

Very active NPD

Northern Foods pushes into second place

Own-label to push harder

Much untapped potential

Future

INTERNAL MARKET ENVIRONMENT

Key points

Vegetarianism trends

Figure 1: Trends in vegetarianism and meat avoidance, 2004-08

Catering for wider tastes

Impact of food scares diminishes

Interest in healthy eating

Figure 2: Trends in attitudes towards diet, 2004-08

Meat-free - the positive, ethical choice

Confusion over labelling

BROADER MARKET ENVIRONMENT

Key points

Demographic change offers mixed outlook

Variety is the spice of life

Figure 3: The UK ethnic minority population, by ethnic group, April 2001

COMPETITIVE CONTEXT

Key points

Competing with meat

Figure 4: UK retail value sales of meat-free foods compared with meat, poultry and fish, 2003-08

So many ways to be healthy

Figure 5: Market size and growth for selected ‘healthy foods’, 2003-07

STRENGTHS AND WEAKNESSES IN THE MARKET

Strengths

Weaknesses

MARKET VALUE AND FORECAST

Key points

Above-average growth

Figure 6: UK retail value sales of meat-free foods and meat substitutes, 2003-08

Improved offer boosts meat substitutes

The future

FORECAST

Healthy growth set to continue

Figure 7: Forecast of UK retail sales of meat-free foods and meat substitutes, at current prices, 2003-13

Figure 8: Forecast of UK retail sales of meat-free foods and meat substitutes, at 2008 prices, 2003-13

Demographic changes to promote growth

Impact of tightening consumer budgets

SEGMENT PERFORMANCE

Key points

Market shows sustained growth

Figure 9: UK retail value sales of meat-free foods, by storage type, 2006-08

Snacks and ingredients are major growth points

Figure 10: UK retail value sales of meat-free foods, by meal type, 2006-08

Meal centres

Figure 11: UK retail value sales of meat-free meal centres, by type, 2006-08

Ready meals

Snacks on the go

Ingredients appeal to foodies

MARKET SHARE

Key points

Premier first

Figure 12: Manufacturers’ shares in meat-free foods, 2006-08

Meat substitutes heavily concentrated

Figure 13: Manufacturers’ branded shares in meat substitutes, 2006-08

COMPANIES AND PRODUCTS

Figure 14: Brand map for meat-free foods, 2008

Premier Foods

Quorn

Figure 15: Quorn product range, November 2008

Cauldron Foods

Figure 16: Cauldron product range, November 2008

Northern Foods

Dalepak

Grassington's

Hain Celestial

Linda McCartney

Realeat

Heinz

Birds Eye Iglo Group Ltd

Goodlife Foods

Tivall

The Redwood Wholefood Company

Wicken Fen

Simply Organic

Pick Me

Cranks

Alpro

BRAND COMMUNICATION AND PROMOTION

Key points

Variable adspend on meat-free

Figure 17: Main monitored media advertising spend on main meat-free brands, 2004-08

Quorn the major advertiser

Figure 18: Main meat-free brands share of total advertising spend, Jan-Sept 2008

Figure 19: Total media advertising spend on main meat-free brands, by brand, 2005-08

CHANNELS TO MARKET

Key points

Supermarkets dominate sales of meat-free

Figure 20: Retail distribution of meat-free foods, by outlet type, 2006-08

Figure 21: Retail distribution of meat substitutes, by outlet type, 2006-08

The best in-store location?

THE CONSUMER - MEAT APPEAL

Key points

Combining meat and meat-free

Figure 22: Meat appeal (statements and nets), July 2008

The difficult ones to convince

Potential targets

‘Regular Meat-Free’ (33%)

Figure 23: Topline attitudes towards vegetarianism and eating meat, May 2006

Figure 24: Demographic features of ‘Regular Meat-Free’ consumers, July 2008

‘Meat Avoiders’ (10%)

Figure 25: Demographic features of ‘Meat Avoiders’, July 2008

‘Meat Reducers’ (23%)

Figure 26: Demographic features of ‘Meat Reducers’, July 2008

APPENDIX

Abbreviations

APPENDIX: BROADER MARKET ENVIRONMENT

Figure 27: Trends and projections in UK population, by socio-economic group, 2003-13

Figure 28: Trends and projections in UK population, by age, 2003-13

Figure 29: Trends and projections in UK population, by lifestage, 2003-13

Figure 30: Trends and projections in UK household size, 2003-13

APPENDIX: THE CONSUMER - MEAT APPEAL

Figure 31: Meat appeal (statements and nets), by demographic sub-group, July 2008

Figure 32: Meat appeal (statements and nets), by demographic sub-group, July 2008

APPENDIX: RESEARCH METHODOLOGY

Abstract

• Is a strategy of market growth based on encouraging meat eaters to eat meat-free products sustainable over the long term?
• Are there identifiable sub-groups of consumers amongst whom an improved meat-free offer could stimulate additional sales?
• Are meat-free products competing successfully with other food products offering health benefits?
• In a market with a high brand presence, what will be the future role of retailer own-labels?

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