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The Protein Report: Meat Alternatives - US - January 2017

"Protein alternatives fall into two camps: eggs and everything else. Eggs are nearly universally consumed and have the advantage of a host of health benefits to appeal to consumers. Despite being vilified at one time as being unhealthful, their protein and “good” cholesterol content are now driving many health-based purchases. Meat alternatives, on the other hand, remain something of a niche market and may well require efforts to educate consumers on the options available and how best to prepare the products, as a significant portion of consumers appear apprehensive when cooking protein alternatives."

Billy Roberts, Senior Analyst – Food and Drink

This report looks at the following areas:

  • Retail options face notable competition from meatless foodservice items
  • Poultry, beef attributes resonate strongly with consumers
  • Consumers seeking usage guidelines

For the purposes of this Report, Mintel has used the following definitions:

Meat alternatives covered in this Report are those processed food items that act as direct substitutes for food products derived from meat. For example, certain kinds of textured vegetable protein can replace red meat in popular dishes.

The following foods are included in this Report:

  • frozen and refrigerated meat substitutes
  • soy- and vegetable-based substitutes, such as bean burgers, garden burgers, nut patties, chick pea patties, vegetarian hot dogs, and the like
  • other related products that are marketed mainly to vegetarians, primarily entrées, side dishes, and mix-ins

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Retail options face notable competition from meatless foodservice items
            • Figure 1: Red meat deterrents, January 2016
          • Poultry, beef attributes resonate strongly with consumers
            • Figure 2: Protein associations, all proteins, August 2016
          • Consumers seeking usage guidelines
            • Figure 3: Opinions of meat alternatives, by generation, October 2016
          • The opportunities
            • Health, weight loss compelling consumption
              • Figure 4: Reasons for consumption, October 2016
            • Success could rest in lower-priced, naturally positioned options
              • Figure 5: TURF analysis – Desired attributes of meat alternative products, October 2016
            • Lower-sodium options could resonate
              • Figure 6: Opinions of meat alternatives, by reasons for consumption, October 2016
            • What it means
            • Market Perspective

              • Health sells
                • Figure 7: Vegetables behaviors, by parental status, February 2016
              • Meaty inspiration
                • Figure 8: Red meat deterrents, January 2016
              • Poultry, beef attributes resonate strongly with consumers
                • Figure 9: Protein associations, all proteins, August 2016
            • Market Factors

              • Millennials most likely to consume meat alternatives
                • Figure 10: US population, by generation share, 2017
              • Hispanic, Asian population growth could lead to category growth
                • Figure 11: Generations, by race and Hispanic origin, 2017
                • Figure 12: Population by generation, 2012-22
            • Key Players – What You Need to Know

              • Multitude of brands competing for the category
                • Protein interest could fuel tempeh/seitan growth
                  • Regulatory impact on claims
                  • What’s Working?

                    • Brands competing in a crowded space
                      • Figure 13: Most popular meat substitute brands, by region, 2016
                    • Free-from claims in meat-free foods
                      • Figure 14: Protein alternative introductions from most popular category brands
                  • What’s Next?

                    • Tempeh and seitan could leverage consumer interest in protein
                      • Figure 15: Tempeh and seitan introductions
                    • Alternative opportunities in snacks
                      • Figure 16: Food introductions with vegetarian, vegan, and/or “no animal ingredients” claims, by category, 2011-16
                    • GMO-free and more free-from claims
                      • Figure 17: Vegetarian, vegan, and/or “no animal ingredients” foods, by free-from and organic claims, 2012-16
                      • Figure 18: Protein alternatives with GMO-free claims
                  • The Consumer – What You Need to Know

                    • Egg consumption widespread
                      • Meatless options of greater interest to younger generations
                        • Health resonates with meat alternative consumers
                          • Restaurants, a meat alternative resource for Millennials
                            • Protein content resonates strongly
                              • Lack of confidence in preparation may be stifling the category somewhat
                              • Consumption of Eggs, Egg Substitutes

                                • Eggs remain widely popular
                                  • Figure 19: Consumption of eggs/egg substitutes, October 2016
                                • Men consuming far more eggs, particularly fathers
                                  • Figure 20: Consumption of eggs/egg substitutes, by gender and parental status, October 2016
                                • Egg consumption skews younger
                                  • Figure 21: Consumption of eggs/egg substitutes, by generation, October 2016
                                • Lower prices could entice consumers to eggs
                                  • Figure 22: Consumption of eggs/egg substitutes, by household income, October 2016
                                • Households with children more likely to consume eggs/substitutes
                                  • Figure 23: Consumption of eggs/egg substitutes, by number of children under age 18 in household, October 2016
                                • Eggs appeal to those following a Paleo diet
                                  • Figure 24: Consumption of eggs/egg substitutes, by typical diet, October 2016
                                • Hispanic consumption skews notably higher among Millennials
                                  • Figure 25: Consumption of eggs/egg substitutes, by Hispanic origin, October 2016
                              • Consumption of Meatless Alternatives

                                • Daily meatless consumption mirrors the size of the vegetarian base
                                  • Figure 26: Consumption of meatless alternatives, October 2016
                                • Fathers notably more likely to be meatless consumers
                                  • Figure 27: Consumption of meatless alternatives, any consumption, by gender and parental status, October 2016
                                • Consumption skews highest among younger generations
                                  • Figure 28: Consumption of meatless alternatives, any consumption, by generation, October 2016
                                • Heart health would seem a selling point
                                  • Figure 29: Consumption of meatless alternatives, any consumption, by race, October 2016
                                • Meatless consumption rises with income
                                  • Figure 30: Consumption of meatless alternatives, any consumption, by household income, October 2016
                                • Children, the future of meatless alternatives
                                  • Figure 31: Consumption of meatless alternatives, by number of children under age 18 in household, October 2016
                                • Meatless appeal for Paleo dieters
                                  • Figure 32: Consumption of meatless alternatives, by typical diet, October 2016
                                • Consumption notably higher among Hispanic Millennials
                                  • Figure 33: Consumption of meatless alternatives, any consumption, by Hispanic origin, October 2016
                              • Consumption of Tofu/Tempeh/Seitan

                                • Tofu consumption higher than tempeh, seitan
                                  • Figure 34: Consumption of tofu/tempeh/seitan, October 2016
                                • Tofu consumption notably higher among Asian consumers
                                  • Figure 35: Consumption of tofu/tempeh/seitan, by race, October 2016
                                • Tofu particularly popular among Hispanics
                                  • Figure 36: Consumption of tofu/tempeh/seitan, any consumption, by Hispanic origin, October 2016
                              • Reasons for Meat Alternative Consumption

                                • Health, weight loss driving consumption
                                  • Figure 37: Reasons for consumption, October 2016
                                • Millennials seeking weight loss; Boomers pursuing other health benefits
                                  • Figure 38: Reasons for consumption, by generation, October 2016
                                • Opportunities to reach the health-conscious consumer
                                  • Figure 39: Opinions of meat alternatives, by reasons for consumption, October 2016
                                • Gluten-free appeals to meat alternative consumers
                                  • Figure 40: Opinions of meat alternatives, by desired attributes, October 2016
                                • Health resonates strongly with Hispanic Millennials
                                  • Figure 41: Reasons for consumption, by Hispanic origin, October 2016
                              • Uses for Meat Alternatives

                                • Side dish usage declines slightly
                                  • Figure 42: Uses for meat alternatives, October 2016
                                • Restaurants as inspiration
                                  • Figure 43: Uses for meat alternatives, by generation, October 2016
                                • White consumers more likely to incorporate meat alternatives in a healthful meal
                                  • Figure 44: Uses for meat alternatives, by race, October 2016
                                • Midwesterners regard alternatives as part of a healthful meal
                                  • Figure 45: Uses for meat alternatives, by region, October 2016
                                • Disparity in usage among Hispanic Millennials versus non-Millennials
                                  • Figure 46: Uses for meat alternatives, by Hispanic origin, October 2016
                              • Desired Attributes in Meat Alternatives

                                • Protein proves most popular attribute in meat alternatives
                                  • Figure 47: Desired attributes, October 2016
                                • Free-from claims factor for fathers
                                  • Figure 48: Desired healthy attributes, by gender and parental status, October 2016
                                • Cost may be deterring the category’s staunchest supporters
                                  • Figure 49: Desired attributes, by generation, October 2016
                                • Higher-income households seeking organic alternatives
                                  • Figure 50: Desired attributes, by household income, October 2016
                                • Organic resonates strongly with vegetarians and Paleo dieters
                                  • Figure 51: Desired attributes, by diet, October 2016
                                • Paleo dieters seeking meat alternatives with free-from claims
                                  • Figure 52: Desired free-from attributes in meat alternatives, by diet, October 2016
                                • Alternatives positioned as healthful should avoid artificial
                                  • Figure 53: Desired free-from attributes in meat alternatives, by those most likely to seek protein content when buying meat alternatives, October 2016
                                  • Figure 54: TURF analysis – Desired attributes of meat alternative products, October 2016
                                  • Figure 55: Table - TURF analysis – Desired attributes of meat alternative products, October 2016
                                • Protein, organic important to consumers of gluten-free meat alternatives
                                  • Figure 56: Desired free-from attributes in meat alternatives, by those most likely to seek gluten-free ingredients when buying meat alternatives, October 2016
                                • Artificial ingredients appear more of a concern to Hispanic non-Millennials
                                  • Figure 57: Desired free-from attributes in meat alternatives, by Hispanic origin, October 2016
                              • Opinions of Meat Alternatives

                                • Consumers seeking preparation tips/advice
                                  • Figure 58: Opinions of meat alternatives, October 2016
                                • Parents regard alternatives as more healthful than meat
                                  • Figure 59: Opinions of meat alternatives, by gender and parental status, October 2016
                                • Millennials seeking usage guidelines
                                  • Figure 60: Opinions of meat alternatives, by generation, October 2016
                                • Hispanics tend to regard alternatives as being more healthful than real meat
                                    • Figure 61: Opinions of meat alternatives, by Hispanic origin, October 2016
                                • Applications for Meats/Meat Alternatives

                                  • Protein alternatives in flavor-rich dishes
                                    • Figure 62: Correspondence analysis – Meat/meat alternative applications, October 2016
                                  • Variety of applications for eggs among Millennials
                                    • Figure 63: Egg applications, by generation, October 2016
                                  • Alternative applications appear to have room to expand
                                    • Figure 64: Applications, by generation, October 2016
                                  • Paleo, vegetarian consumer usage mostly mirrors the use of meat
                                    • Figure 65: Applications, by diet, October 2016
                                  • Hispanics appear slightly more comfortable with possibilities for meat alternatives
                                    • Figure 66: Applications, by Hispanic origin, October 2016
                                • Appendix – Data Sources and Abbreviations

                                  • Data sources
                                    • Consumer survey data
                                      • Consumer qualitative research
                                        • Abbreviations
                                          • Abbreviations
                                          • Appendix – Consumer

                                              • Figure 67: Most popular meat substitute brands, by gender, 2016
                                              • Figure 68: Most popular meat substitute brands, by region, 2016
                                          • Appendix – Correspondence Analysis Methodology

                                              • Figure 69: Meat/meat alternative applications, October 2016
                                          • Appendix – TURF Analysis Methodology

                                            Companies Covered

                                            • Walmart Stores (USA)

                                            The Protein Report: Meat Alternatives - US - January 2017

                                            US $3,995.00 (Excl.Tax)