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Description

Description

“The growing flexitarian movement has driven the success of the meat-free market and established an engaged consumer base amongst younger consumers. Yet as the market becomes increasingly crowded, products need to work harder to distinguish themselves from the competition, for example through holistic environmental credentials, enhanced nutritional profiles or exciting flavours. This should also help to boost usage within other consumer groups.”
– Alice Pilkington, Food and Drink Research Analyst

This Report will cover the following areas:

  • Meat-free brands need to work harder on their holistic environmentally friendly credentials
  • Meat-free industry can benefit from widening its target audience
  • Upping their nutritional game would boost meat-free products’ appeal

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Meat-free market continues impressive growth…
              • …fuelled by NPD in response to the growing flexitarian trend
                • Figure 1: Forecast of UK retail value sales of meat-free foods, 2014-24
              • Meat-free growth looks set to continue at a slower pace
                • Chilled still dominates but frozen sees faster growth
                  • Figure 2: UK retail value sales of meat-free foods, by segment, 2014-19
                • Health concerns remain the key driver for flexitarian trend...
                  • …but more awareness over environmental issues linked to meat production
                    • Meat-free foodservice helps to maintain hype around the movement
                      • Companies and brands
                        • Own-label continues to dominate the chilled meat-free market
                          • Quorn sees chilled sales falter, smaller brands do well
                            • Figure 3: Leading brands’ sales and shares in the UK chilled meat-free foods market, by value, 2016/17-2018/19
                          • Meat-free food launches accelerate
                            • NPD in frozen meat-free products boosts success overall
                              • Major supermarkets extend their meat-free ranges
                                • Adspend on meat-free foods rocketed in 2018
                                  • The consumer
                                    • The UK remains a nation of meat eaters, but meat reduction trend gathers momentum
                                      • Figure 4: Consumers’ meat eating habits, 2017-19
                                    • A big rise in usage of meat-free foods, yet usage frequency remains low
                                      • Figure 5: Usage frequency for meat-free foods, September 2019
                                    • Health-related factors hold a lot of sway
                                      • Figure 6: Meat-free foods buying factors, September 2019
                                    • Eating meat-free foods makes people feel good
                                      • Figure 7: Meat-free foods eating and buying behaviours, September 2019
                                    • Meat-free foods face tough competition from other categories
                                      • Figure 8: Non-users’ behaviours relating to meat-free foods, September 2019
                                    • Children represent a missed opportunity
                                      • Figure 9: Qualities associated with selected types of meat-free foods, September 2019
                                    • What we think
                                    • Issues and Insights

                                      • Meat-free brands need to work harder on their holistic environmentally friendly credentials
                                        • The facts
                                          • The implications
                                            • Meat-free industry can benefit from widening its target audience
                                              • The facts
                                                • The implications
                                                  • Upping their nutritional game would boost meat-free products’ appeal
                                                    • The facts
                                                      • The implications
                                                      • The Market – What You Need to Know

                                                        • Meat-free market continues impressive growth spurt…
                                                          • …fuelled by NPD in response to the growing flexitarian trend
                                                            • Meat-free growth looks set to continue, but at a slower pace
                                                              • Chilled still dominates but frozen sees faster growth
                                                                • Health concerns remain the key driver for flexitarian trend...
                                                                  • …but more awareness over environmental issues linked to meat production
                                                                    • Meat-free foodservice helps to maintain hype around the movement
                                                                      • The ageing population is currently a barrier, but scope to target over-55s
                                                                      • Market Size and Forecast

                                                                        • Growth continues for meat-free foods
                                                                          • Figure 10: UK retail value and volume sales of meat-free foods, 2014-24
                                                                        • Further value and volume growth predicted over 2019-24
                                                                            • Figure 11: Forecast of UK retail value sales of meat-free foods, 2014-24
                                                                            • Figure 12: Forecast of UK retail volume sales of meat-free foods, 2014-24
                                                                          • Forecast methodology
                                                                          • Market Segmentation

                                                                            • Chilled dominates but frozen sees stronger growth
                                                                              • Figure 13: UK retail value and volume sales of meat-free foods, by segment, 2014-19
                                                                            • Ready meals continue to lead in chilled meat-free foods
                                                                              • Pastry-based products see values rise but volumes stagnate
                                                                                • Figure 14: UK retail value and volume sales of chilled meat-free foods, by sub-segment, 2017-19
                                                                              • All sub-segments see value growth within frozen
                                                                                • Figure 15: UK retail value and volume sales of frozen meat-free foods, by sub-segment, 2017-19
                                                                            • Market Drivers

                                                                              • Health concerns continue to encourage ‘flexitarianism’ trend
                                                                                • Awareness around the environmental impact of meat production looks to be growing
                                                                                  • Figure 16: The Fry Family Food Co Rice Protein & Quinoa Stir-Fry Strips
                                                                                  • Figure 17: The Meatless Farm Co Meat Free Sausages
                                                                                • Environmentally friendly packaging is in the limelight
                                                                                  • More foodservice launches help to maintain the buzz around meat-free foods
                                                                                    • Competition growing in the meal box providers category
                                                                                      • Potential for Brexit to benefit the meat-free market
                                                                                        • Meat industry responds to meat-free threat through NPD
                                                                                          • The ageing population is currently a barrier, but scope to target over-55s
                                                                                            • Increase in number of children could benefit meat-free
                                                                                            • Companies and Brands – What You Need to Know

                                                                                              • Own-label continues to dominate the chilled meat-free market
                                                                                                • Quorn sees chilled sales falter but still leads frozen meat-free market
                                                                                                  • Smaller brands in chilled see sales rise
                                                                                                    • Meat substitute launches accelerate
                                                                                                      • NPD in frozen meat-free products boosts success overall
                                                                                                        • A rise in high/added-protein claims in 2018
                                                                                                          • Major supermarkets extend their meat-free ranges
                                                                                                            • Adspend on meat-free foods rocketed in 2018
                                                                                                              • Meat-free campaigns get bigger and better
                                                                                                              • Market Share

                                                                                                                • Own-label continues to dominate the chilled meat-free market
                                                                                                                  • Figure 18: Leading brands’ sales and shares in the UK chilled meat-free foods market, by value and volume, 2016/17-2018/19
                                                                                                                • Leading brand Quorn sees sales fall
                                                                                                                  • Smaller brands see sales rise
                                                                                                                    • Figure 19: Leading manufacturers’ sales and shares in the UK chilled meat-free foods market, by value and volume, 2016/17-2018/19
                                                                                                                  • Quorn sees steady value growth but own-label challenges in frozen
                                                                                                                    • Figure 20: Leading brands’ sales and shares in the UK frozen meat-free foods market, by value and volume, 2016/17-2018/19
                                                                                                                • Launch Activity and Innovation

                                                                                                                  • Meat substitute launches accelerate
                                                                                                                    • Figure 21: Share of new launches in the processed meat, poultry, fish, meat substitutes and egg products market, by segment, 2015-19
                                                                                                                  • Frozen product innovation boosts segment success
                                                                                                                    • Figure 22: New product launches in the UK meat-free foods market, by segment, 2015-19
                                                                                                                  • Vegan product claims surge in 2019
                                                                                                                    • Companies focus on ‘plant-based’ rather than ‘vegan’ message
                                                                                                                      • Figure 23: New product launches in the UK meat-free foods market, by top 20 claims, 2015-19 (sorted by 2018)
                                                                                                                    • A rise in high/added-protein claims in 2018
                                                                                                                      • Use of pea protein jumps in 2019
                                                                                                                        • Figure 24: Birds Eye Green Cuisine Sausages
                                                                                                                        • Figure 25: Naturli’s Pea Based Sausages
                                                                                                                      • Brands associated with meat diversify into meat-free space
                                                                                                                        • Sainsbury’s launches plant-based tertiary range
                                                                                                                          • Meat-free innovation gets fishy
                                                                                                                            • Figure 26: Sophie’s Kitchen Vegan Fish Products
                                                                                                                            • Figure 27: Loma Linda Tuno
                                                                                                                          • Jackfruit jumps in
                                                                                                                            • Figure 28: Retail examples of Jackfruit products
                                                                                                                          • A flurry of seasonal celebration food launches in meat-free foods
                                                                                                                            • Major supermarkets extend their meat-free ranges
                                                                                                                              • Figure 29: Share of new launches in the meat substitutes market, by company (sorted by 2018), 2015-19
                                                                                                                            • Holland & Barrett launches on-the-go lunch range
                                                                                                                              • Attempts to make vegan “dirty” and edgy
                                                                                                                                • Figure 30: Squeaky Bean 100% dirty vegan No Chicken Nuggets
                                                                                                                                • Figure 31: Oumph! Spiced Kebab
                                                                                                                            • Advertising and Marketing Activity

                                                                                                                              • Adspend on meat-free foods rocketed in 2018
                                                                                                                                • Figure 32: Total above-the-line, online display and direct mail advertising expenditure on meat-free foods, 2015-19
                                                                                                                              • Huge increase in adspend on Quorn driven by digital advertising
                                                                                                                                • Quorn unveils ‘Healthy Protein, Healthy Planet’ message in 2019
                                                                                                                                  • Figure 33: Total above-the-line, online display and direct mail advertising expenditure on meat-free foods, by advertiser, 2015-19 (sorted by 2018)
                                                                                                                                • Birds Eye invests £2 million to support its Green Cuisine launch
                                                                                                                                  • Vivera launches the ‘Goodness revolution’ campaign
                                                                                                                                    • Tesco causes controversy with its meat-free Food Love Story
                                                                                                                                      • The Meatless Farm Co secures huge deal with Channel 4
                                                                                                                                        • Linda McCartney Foods spreads kindness message
                                                                                                                                          • Meat-free campaigns and events get bigger and better
                                                                                                                                            • Figure 34: Sainsbury’s meat-free butcher pop-up, Bethnal Green, June 2019
                                                                                                                                          • Nielsen Ad Intel coverage
                                                                                                                                          • The Consumer – What You Need to Know

                                                                                                                                            • The UK remains a nation of meat eaters
                                                                                                                                              • The meat reduction trend continues to gather momentum
                                                                                                                                                • Under-45s and parents of under-16s are most likely to have limited/reduced meat intake
                                                                                                                                                  • Meat-free foods face tough competition from other categories
                                                                                                                                                    • Meat-free products should promote their versatility
                                                                                                                                                      • Clean labels can help meat-free foods compete with scratch cooking
                                                                                                                                                        • Two thirds of adults eat meat-free foods, up from 50% in 2017…
                                                                                                                                                          • …yet usage frequency remains low
                                                                                                                                                            • Under-35s and parents are the core users
                                                                                                                                                              • Health-related factors hold a lot of sway
                                                                                                                                                                • An exciting flavour exerts most influence over purchasing choice
                                                                                                                                                                  • A third seek out low prices
                                                                                                                                                                    • Eating meat-free foods makes people feel good
                                                                                                                                                                      • Children represent a missed opportunity
                                                                                                                                                                      • Meat Eating Habits

                                                                                                                                                                        • The UK remains a nation of meat eaters
                                                                                                                                                                          • Figure 35: Consumers’ meat eating habits, 2017-19
                                                                                                                                                                        • The meat reduction trend continues to gather momentum
                                                                                                                                                                          • Under-45s and parents of under-16s are most likely to have limited/reduced meat intake
                                                                                                                                                                            • A further 13% are interested in making changes in future
                                                                                                                                                                              • Alternative diets remain niche
                                                                                                                                                                                • Figure 36: Diets followed by non-meat/poultry eaters, September 2019
                                                                                                                                                                            • Usage of Meat-free Foods

                                                                                                                                                                              • Two thirds of adults eat meat-free foods, up from 50% in 2017
                                                                                                                                                                                • Figure 37: Usage of meat-free foods, 2017-19
                                                                                                                                                                                • Figure 38: Usage of meat-free foods, by meat eating habits, September 2019
                                                                                                                                                                              • Vegetable-based products are most popular
                                                                                                                                                                                • Figure 39: Usage of meat-free foods, by type, 2017-19
                                                                                                                                                                              • Usage frequency remains low
                                                                                                                                                                                • Figure 40: Usage frequency for meat-free foods, September 2019
                                                                                                                                                                              • Under-35s and parents are the core users
                                                                                                                                                                                • One in four eat all six types of meat-free foods
                                                                                                                                                                                  • Figure 41: Repertoire of types of meat-free products eaten, September 2019
                                                                                                                                                                              • Meat-free Foods Buying Factors

                                                                                                                                                                                • Health-related factors hold a lot of sway
                                                                                                                                                                                  • Figure 42: Meat-free foods buying factors, September 2019
                                                                                                                                                                                • Low fat content and high protein are on a par
                                                                                                                                                                                  • Low-fat claims warrant more attention
                                                                                                                                                                                    • Figure 43: Front-of-pack nutritional claims on Naked Glory’s Meat Free Sausages
                                                                                                                                                                                  • Despite high demand 5-a-day claims are rare
                                                                                                                                                                                    • Figure 44: Examples of meat-free foods contributing to consumers’ 5-a-day, 2019
                                                                                                                                                                                  • An exciting flavour exerts most influence over purchasing choice
                                                                                                                                                                                    • A third seek out low prices
                                                                                                                                                                                    • Meat-free Foods Eating and Buying Behaviours

                                                                                                                                                                                      • Eating meat-free foods makes people feel good
                                                                                                                                                                                        • Figure 45: Meat-free foods eating and buying behaviours, September 2019
                                                                                                                                                                                      • Products can benefit from proving they are a good environmental choice
                                                                                                                                                                                        • Figure 46: The Meatless Farm Co packaging information relating to carbon footprint
                                                                                                                                                                                        • Figure 47: This is not Chicken Plant-Based Tikka Pieces packaging information relating to carbon footprint
                                                                                                                                                                                      • Environmentally friendly packaging can boost consumer mood
                                                                                                                                                                                        • Environmentally friendly packaging is important to meat-free consumers
                                                                                                                                                                                          • Figure 48: 90% Free of Plastic Packaging claim on This Isn’t Chicken Plant-Based Goujons
                                                                                                                                                                                        • Mixed feelings over in-store positioning of meat-free foods
                                                                                                                                                                                        • Non-users’ Behaviours Relating to Meat-free Foods

                                                                                                                                                                                          • Meat-free foods face tough competition from other categories
                                                                                                                                                                                            • Figure 49: Non-users’ behaviours relating to meat-free foods, September 2019
                                                                                                                                                                                          • Meat-free products should promote their versatility
                                                                                                                                                                                            • Clean labels can help meat-free foods compete with scratch cooking
                                                                                                                                                                                              • Figure 50: Redesign of Birds Eye Veggie Fingers
                                                                                                                                                                                            • ‘Meat-like’ names hold minimal sway among non-users
                                                                                                                                                                                            • Qualities Associated with Selected Types of Meat-free Foods

                                                                                                                                                                                              • A need to focus on protein content
                                                                                                                                                                                                • Figure 51: Qualities associated with selected types of meat-free foods, September 2019
                                                                                                                                                                                                • Figure 52: Sojade So Fingers with Breadcrumbs and Seeds Protein
                                                                                                                                                                                              • Few people deem meat-free foods to be child-friendly…
                                                                                                                                                                                                • Figure 53: Products from Ella’s Kitchen Big Kids range
                                                                                                                                                                                              • …representing a missed opportunity
                                                                                                                                                                                                • The appeal of meat-free foods drops among the older generation
                                                                                                                                                                                                • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                                    • Abbreviations
                                                                                                                                                                                                      • Consumer research methodology
                                                                                                                                                                                                      • Appendix – Market Size and Forecast

                                                                                                                                                                                                        • Forecast methodology
                                                                                                                                                                                                            • Figure 54: UK value sales of meat-free foods, best- and worst-case forecast, 2019-24
                                                                                                                                                                                                            • Figure 55: UK volume sales of meat-free foods, best- and worst-case forecast, 2019-24
                                                                                                                                                                                                        • Appendix – Market Share

                                                                                                                                                                                                            • Figure 56: Leading manufacturers’ sales and shares in the UK frozen meat-free foods market, by value and volume, 2016/17-2018/19
                                                                                                                                                                                                        • Appendix – The Consumer

                                                                                                                                                                                                            • Figure 57: Usage of meat-free foods, by type, by meat eating habits, September 2019

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