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Quorn case study: enhancing the meat alternatives market by capitalizing on the health trend

Published by: Datamonitor

Published: Mar. 18, 2009 - 136 Pages


Table of Contents


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

Abstract

Introduction

This report on Quorn forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at how this meat-substitute product has gained a solid ground amid the trend for healthy eating, and how the company could continue its success when facing challenges from competitors and the economic downturn.

Reasons to Purchase
  • Gain insight into the methods used by important industry players to give them a competitive edge
  • Identify specific areas for operational improvements
  • Capitalize on the knowledge of experienced companies when entering a new niche or market


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