There has been a resurgence of consumer interest in the meat-free market. This growth is the result of an increasing number of meat-eaters incorporating meat-free products into their everyday diet - a change of behaviour principally motivated by a desire to improve the healthiness of their diet. This report considers whether this strategy can be sustained without alienating the core vegetarian market and whether the current range of meat-free products is satisfying the particular requirements of meat-reducers.
Key themes of the report:
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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