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Meat Free Foods - UK - December 2010

Three in five UK adults now eat meat-free food, according to consumer research for this report. However, only 6% of adults identify themselves as vegetarians, this share remaining broadly stagnant in recent years. Demand from people eating both meat and meat-free foods, has been a key factor supporting underlying growth in the market, driven for example by the quest for variety and health considerations.

The consumer research for this report shows considerable openness among mainstream consumers to meat-free food if it delivers as a culinary experience, with nearly half of adults saying they would consider such food if it was tasty or exciting in its own right. Supporting this finding, the quest for variety stands out as the most popular reason for eating meat-free or vegetarian foods.

  • Products bringing diversity to the mainstream meat-free offering stand to find demand among the 11 million adults who say they would eat meat-free food more, given greater variety.
  • The ready and ready-to-cook meal sectors could benefit from broadening their meat-free offering, to cater for the 12 million adults that think there aren't enough meat-free options in these categories.
  • Over three million 16-34-year-olds would like to cut back on meat/fish/poultry, a potentially lucrative target for meat-free foods that can facilitate this within their established cooking habits.
  • Traditional and natural high protein ingredients like tempeh or quinoa could spark interest among the nearly seven million ABs who report being put off by meat-substitutes because they see these as artificial or processed.
  • Meat-free foods drawing inspiration from ethnic cuisines could spark interest among the four million 25-34-year-olds who would consider vegetarian or meat-free food if it was exciting or tasty in its own right, this age group also being top users of ethnic foods.
  • Delivering on all around healthiness, such as low fat and calories, could help meat-free foods increase their appeal to the nearly seven million adults who choose such foods when wanting a lighter meal.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
          • Abbreviations
          • Future Opportunities

              • Locking in flavour
                • Extend your youth
                • Market in Brief

                  • Meat-free market to reach £553 million in 2010
                    • Own-label dominates meat-free
                      • Three in five eat meat-free food
                        • Variety and health are top reasons for choosing meat-free
                          • One in eight would like to cut back on meat
                            • Majority see meat-free as bland
                            • Internal Market Environment

                              • Key points
                                • The number of vegetarians stagnates
                                  • Figure 1: Trends in vegetarianism and meat avoidance, 2006-10
                                • Meat-free day a week promoted to curb climate change
                                  • Health concerns about red meat see cuts to intake
                                    • Nearly one in three restrict red meat intake for health
                                      • Meat-substitutes look to leverage lean credentials
                                        • Figure 2: Trends in trying to lose weight, 2006-10
                                      • Ethnic foods enjoy strong interest
                                        • Figure 3: Attitudes towards foreign food, 2005-09
                                      • Half the nation are keen cooks
                                        • Figure 4: Attitudes towards cooking and new recipes, 2006-10
                                      • Frozen food sees acceptance stall
                                        • Figure 5: Attitudes towards frozen foods, 2006-10
                                    • Broader Market Environment

                                      • Key points
                                        • Changing age profile brings challenges and opportunities for meat-free
                                            • Figure 6: Changes in the age structure of the UK population, 2010-15
                                          • Growth of ABs is good news for the market
                                              • Figure 7: Changes in adult population, by socio-economic group, 2010-15
                                            • Cautious spending recovery expected
                                              • Figure 8: Annual percentage change in consumer expenditure, at constant 2005 prices, 2006-15
                                          • Strengths and Weaknesses

                                            • Strengths
                                              • Weaknesses
                                              • Who’s Innovating?

                                                • Key points
                                                  • Definition
                                                    • Brands dominate NPD
                                                      • Chilled stands ahead of frozen in new launches
                                                        • Absence of additives is top claim
                                                          • Figure 9: Top claims in new product launches in the UK meat substitutes* category, 2010**
                                                        • Functional claims leveraged by a large minority
                                                          • Themes in recent launches
                                                            • See-through packaging gains popularity
                                                              • New products expand into new segments
                                                                • … as well as flavours and ingredients
                                                                  • Meat-free meals and meal centres gain interest
                                                                    • Figure 10: Share of new product launches in meals and meal centres labelled as vegetarian, 2006-2010*
                                                                • Market Size and Forecast

                                                                  • Key points
                                                                    • Meat-eaters and new product development support underlying growth
                                                                      • Figure 11: UK retail sales of meat-free foods, at current and constant prices, 2005-10
                                                                    • Recession sees cutbacks on meat and more scratch-cooking
                                                                      • Forecast
                                                                        • Figure 12: Forecast of UK retail sales of meat-free foods, by value, 2005-15
                                                                      • Volume growth to rely on attracting rare users and meat-eaters
                                                                        • Projected demographic trends to benefit meat-free
                                                                          • Forecast methodology
                                                                          • Market Segmentation

                                                                            • Key points
                                                                              • Chilled dominates meat-free
                                                                                • Frozen won ground in recession, chilled regaining in 2010
                                                                                  • Ready meals dominate meat-free
                                                                                      • Figure 13: Value sales of meat-free foods, by type, 2010
                                                                                      • Figure 14: Annual percentage change in value sales of meat-free foods, by type, 2009-10
                                                                                      • Figure 15: UK retail value sales of meat-free foods, by type, 2009-10
                                                                                  • Market Share

                                                                                    • Key points
                                                                                      • Premier Foods holds a strong lead in meat-free
                                                                                        • Hain Celestial slowly gaining ground
                                                                                          • Smaller players look to make their mark
                                                                                            • Own-label dominates meat-free
                                                                                                • Figure 16: Manufacturers’ shares in meat-free foods, 2007-09
                                                                                            • Companies and Products

                                                                                              • Premier Foods
                                                                                                • Background
                                                                                                  • Recent activity
                                                                                                    • Product range
                                                                                                      • Innovation
                                                                                                        • Promotion
                                                                                                          • Hain Celestial
                                                                                                            • Background
                                                                                                              • Recent activity
                                                                                                                • Product range
                                                                                                                  • Innovation
                                                                                                                    • Promotion
                                                                                                                      • Irish Food Processors
                                                                                                                        • Background
                                                                                                                          • Product range
                                                                                                                            • Innovation
                                                                                                                              • Promotion
                                                                                                                                • Goodlife Foods
                                                                                                                                  • Background
                                                                                                                                    • Recent activity
                                                                                                                                      • Product range
                                                                                                                                        • Innovation
                                                                                                                                          • Promotion
                                                                                                                                            • Redwood Wholefood Co.
                                                                                                                                              • Background
                                                                                                                                                • Recent activity
                                                                                                                                                  • Product range
                                                                                                                                                    • Innovation
                                                                                                                                                      • Promotion
                                                                                                                                                      • Brand Communication and Promotion

                                                                                                                                                        • Key points
                                                                                                                                                          • Adspend leaps ahead in 2009
                                                                                                                                                              • Figure 17: Topline spend in the UK meat-free foods market, 2006-10*
                                                                                                                                                            • Brands look to engage
                                                                                                                                                              • The Vegetarian Society
                                                                                                                                                                • Meat-free Mondays campaign enjoys high media coverage
                                                                                                                                                                  • Figure 18: Spend in the UK meat-free foods market, by company, 2007-10*
                                                                                                                                                              • Channels to Market

                                                                                                                                                                • Key points
                                                                                                                                                                  • Multiples dominate spending on meat-free food
                                                                                                                                                                    • Figure 19: Retail distribution of meat-free foods, by outlet type, 2007-09
                                                                                                                                                                • Consumer – Usage of Vegetarian/Meat-free Foods

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Britons still lean towards meat and two veg
                                                                                                                                                                        • Figure 20: Frequency of eating red meat, poultry, fish and vegetarian/meat-free food, July 2010
                                                                                                                                                                      • Women, ABs and under-35s most likely to eat meat-free
                                                                                                                                                                        • Figure 21: Eating vegetarian/meat-free food (any frequency), by gender, age and socio-economic group, July 2010
                                                                                                                                                                        • Figure 22: Eating vegetarian/meat-free food at least two days a week, by gender, age and socio-economic group, July 2010
                                                                                                                                                                      • Sausages and burgers lead in meat-free
                                                                                                                                                                          • Figure 23: Purchase of Vegetarian/meat-free food, by type, July 2010
                                                                                                                                                                        • Two in five never buy meat-free
                                                                                                                                                                          • Sausages and burgers are the most popular in meat-free
                                                                                                                                                                            • One in eight eat a broad variety of meat-free or vegetarian foods
                                                                                                                                                                            • Consumer – Reasons for Eating Vegetarian/Meat-free Food

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Variety is top reason for choosing meat-free
                                                                                                                                                                                    • Figure 24: Reasons for eating vegetarian/meat-free foods, July 2010
                                                                                                                                                                                  • Meat-free must deliver on taste
                                                                                                                                                                                    • Health considerations play a major role in meat-free demand
                                                                                                                                                                                      • Ethical reasons rank behind money for meat-free
                                                                                                                                                                                      • Consumer – Attitudes Towards Eating Meat vs. Meat-free food

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Half of adults open to meat-free, meat strong on enjoyment and nutrition
                                                                                                                                                                                            • Figure 25: Attitudes towards eating meat vs. meat-free food, July 2010
                                                                                                                                                                                          • Half of adults open to meat-free food – if it delivers on excitement and taste
                                                                                                                                                                                            • One in eight would like to cut back on animal-based protein, one in five have
                                                                                                                                                                                              • Most see meat as enjoyable and nutritious
                                                                                                                                                                                                • Meat-free is off the radar for nearly two in five
                                                                                                                                                                                                • Consumer – Attitudes Towards Meat Substitutes and Vegetarian Food

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Artificial image hampers meat substitutes, blandness an issue for meat-free foods
                                                                                                                                                                                                        • Figure 26: Attitudes towards meat substitutes and vegetarian food, July 2010
                                                                                                                                                                                                      • Artificial image and taste are issues for meat substitutes
                                                                                                                                                                                                        • Greater variety could support sales of vegetarian foods
                                                                                                                                                                                                          • Cooking with vegetables preferred to meat substitutes
                                                                                                                                                                                                          • Consumer – Target Groups

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                              • One in five adults come across as veg lovers
                                                                                                                                                                                                                • Figure 27: Target groups for meat-free/vegetarian food, July 2010
                                                                                                                                                                                                              • Veg-lovers (20%)
                                                                                                                                                                                                                • Who are they?
                                                                                                                                                                                                                  • Consumption of and attitudes towards meat-free/vegetarian food
                                                                                                                                                                                                                    • Attitudes towards cooking
                                                                                                                                                                                                                      • Gourmets (25%)
                                                                                                                                                                                                                        • Who are they?
                                                                                                                                                                                                                          • Consumption of and attitudes towards meat-free foods
                                                                                                                                                                                                                            • Attitudes towards cooking
                                                                                                                                                                                                                              • Tradionalists (23%)
                                                                                                                                                                                                                                • Who are they?
                                                                                                                                                                                                                                  • Consumption of and attitudes towards meat-free foods
                                                                                                                                                                                                                                    • Attitudes towards cooking
                                                                                                                                                                                                                                      • Meat-lovers (32%)
                                                                                                                                                                                                                                        • Who are they?
                                                                                                                                                                                                                                          • Consumption of and attitudes towards meat-free foods
                                                                                                                                                                                                                                            • Attitudes towards cooking
                                                                                                                                                                                                                                            • Appendix – Consumer – Usage of Vegetarian/Meat-free Foods

                                                                                                                                                                                                                                                • Figure 28: Types of vegetarian foods/meat-free foods bought in the last six months, July 2010
                                                                                                                                                                                                                                                • Figure 29: Vegetarian/meat-free foods bought in the last six months, by demographics, July 2010
                                                                                                                                                                                                                                                • Figure 30: Repertoire of vegetarian foods/meat-free foods bought in the last six months, July 2010
                                                                                                                                                                                                                                                • Figure 31: Repertoire of vegetarian foods/meat-free foods bought on the last six months, by demographics, July 2010
                                                                                                                                                                                                                                                • Figure 32: Consumption of red meat/fish/poultry/meat-free foods, by frequency, July 2010
                                                                                                                                                                                                                                                • Figure 33: Consumption of red meat/fish/poultry/meat-free foods, by demographics July 2010
                                                                                                                                                                                                                                                • Figure 34: Consumption of Vegetarian/Meat-free foods, by frequency, by demographics, July 2010
                                                                                                                                                                                                                                            • Appendix – Consumer – Reasons for Eating Vegetarian/Meat-free Foods

                                                                                                                                                                                                                                                • Figure 35: Reasons for eating vegetarian/meat-free foods, July 2010
                                                                                                                                                                                                                                                • Figure 36: Reasons for eating vegetarian/meat-free foods, by demographics, July 2010
                                                                                                                                                                                                                                                • Figure 37: Reasons for eating vegetarian/meat-free foods, by demographics, July 2010 (continued)
                                                                                                                                                                                                                                                • Figure 38: Reasons for eating vegetarian/meat-free foods, by consumption of red meat/fish/poultry/meatfree foods, by frequency, July 2010
                                                                                                                                                                                                                                            • Appendix – Consumer – Attitudes towards Eating Meat vs. Meat-free food

                                                                                                                                                                                                                                                • Figure 39: Attitudes towards eating meat vs meat-free food, July 2010
                                                                                                                                                                                                                                                • Figure 40: Agreement with the statement “a meal doesn’t need meat/fish/poultry to be filling” and “I don’t see any need to cut back on meat/fish/poultry”, by demographics, July 2010
                                                                                                                                                                                                                                                • Figure 41: Agreement with the statement “I sometimes choose vegetable-based dishes because I feel like it” and “A meal with meat/fish/poultry is more enjoyable than without”, by demographics, July 2010
                                                                                                                                                                                                                                                • Figure 42: Agreement with the statement “A meal with meat/fish/poultry is more nutritious than without” and “I would consider vegetarian/meat-free food, if it was exciting/tasty in its own right”, by demographics, July 2010
                                                                                                                                                                                                                                                • Figure 43: Agreement with the statement “I know how to cook tasty/exciting dishes without meat/fish/poultry” and “I have never thought of buying meat-free foods or meat-substitutes”, by demographics, July 2010
                                                                                                                                                                                                                                                • Figure 44: Agreement with the statement “I have tried meat-free foods/meat substitutes but wouldn’t eat them again” and “Foods with meat/fish/poultry are better value for money than meat-free/vegetable-based ones”, by demographics, July 2010
                                                                                                                                                                                                                                                • Figure 45: Agreement with the statement “I have cut back on eating meat/fish/poultry in the last 12 months” and “I would like to cut back on meat/fish/poultry”, by demographics, July 2010
                                                                                                                                                                                                                                                • Figure 46: Attitudes towards meat-free/vegetarian food, by nets of consumption of red meat/fish/poultry/meat-free foods, by frequency, July 2010
                                                                                                                                                                                                                                            • Appendix - Consumer – Attitudes Towards Meat Substitutes and Vegetarian Food

                                                                                                                                                                                                                                                • Figure 47: Attitudes towards meat substitutes and vegetarian food, July 2010
                                                                                                                                                                                                                                                • Figure 48: Agreement with the statement "I prefer cooking with vegetables to using substitutes imitating meat/chicken etc" and "I'm put off by substitutes imitating meat (eg Quorn) because they are artificial/processed", by demographics, July 2010
                                                                                                                                                                                                                                                • Figure 49: Agreement with the statement "Vegetarian foods at the grocery stores are often bland/unexciting" and "I’m put off by the taste of substitutes imitating meat", by demographics, July 2010
                                                                                                                                                                                                                                                • Figure 50: Agreement with the statement "There aren’t enough meat-free/vegetarian options in ready meals/ready to cook meals" and "I would eat vegetarian/meat-free food products more if there was more variety“, by demographics, July 2010
                                                                                                                                                                                                                                                • Figure 51: Agreement with the statement "Prepared vegetarian/meat-free foods are often unhealthy (eg made with a lot of cheese, cream etc)" and statement "I like the texture of meat/chicken substitutes (eg chicken-style Quorn)", by demographics, July 2010
                                                                                                                                                                                                                                                • Figure 52: Agreement with the statement "I prefer products like tofu to substitutes trying to imitate meat/chicken", by demographics, July 2010
                                                                                                                                                                                                                                                • Figure 53: Attitudes to meat substitutes and vegetarian food, by consumption of red meat/fish/poultry/meat-free foods, by frequency, July 2010
                                                                                                                                                                                                                                            • Appendix – Consumer – Target Groups

                                                                                                                                                                                                                                                • Figure 54: Target groups, by demographics, July 2010
                                                                                                                                                                                                                                                • Figure 55: Statements on eating habits, by target groups, July 2010
                                                                                                                                                                                                                                                • Figure 56: Statements on cooking style, by target groups, July 2010
                                                                                                                                                                                                                                                • Figure 57: Types of vegetarian foods/meat-free foods bought, by target groups, July 2010
                                                                                                                                                                                                                                                • Figure 58: Reasons for eating vegetarian/meat-free foods, by target groups, July 2010
                                                                                                                                                                                                                                                • Figure 59: Attitudes towards eating meat vs meat-free food, by target groups, July 2010
                                                                                                                                                                                                                                                • Figure 60: Attitudes towards meat-free/vegetarian food, by target groups, July 2010

                                                                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                                                                            • Asda Group Ltd
                                                                                                                                                                                                                                            • Bank of England
                                                                                                                                                                                                                                            • Birds Eye Foods
                                                                                                                                                                                                                                            • Cauldron Foods
                                                                                                                                                                                                                                            • Farmfoods Ltd
                                                                                                                                                                                                                                            • Goodlife Foods Ltd
                                                                                                                                                                                                                                            • Government Actuary's Department (GAD)
                                                                                                                                                                                                                                            • Holland & Barrett Retail Ltd
                                                                                                                                                                                                                                            • Innocent Drinks Ltd
                                                                                                                                                                                                                                            • Kantar Media
                                                                                                                                                                                                                                            • Marks & Spencer
                                                                                                                                                                                                                                            • Marlow Foods Ltd (Quorn)
                                                                                                                                                                                                                                            • Muller Dairy UK Ltd
                                                                                                                                                                                                                                            • New Covent Garden Food Co
                                                                                                                                                                                                                                            • Northern Foods Plc
                                                                                                                                                                                                                                            • Premier Foods plc
                                                                                                                                                                                                                                            • Redwood Foods Co
                                                                                                                                                                                                                                            • Tesco Plc
                                                                                                                                                                                                                                            • The Hain Celestial Group, Inc.
                                                                                                                                                                                                                                            • The Vegetarian Society of the UK
                                                                                                                                                                                                                                            • Waitrose
                                                                                                                                                                                                                                            • Weight Watchers Ltd. (UK)
                                                                                                                                                                                                                                            • World Health Organization

                                                                                                                                                                                                                                            Meat Free Foods - UK - December 2010

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