2022
0
Ireland Attitudes towards Plant-based Alternatives Market Report 2022
2022-12-08T03:03:43+00:00
OX1118725
1495
158283
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Report
en_GB
“Proving value for money will be the key challenge for plant-based alternatives in 2022 and 2023 as cash-strapped consumers look to brands to justify extra costs. Health-boosting ingredients, sustainable credentials…

Ireland Attitudes towards Plant-based Alternatives Market Report 2022

£ 1,495 (Excl.Tax)

Description

“Proving value for money will be the key challenge for plant-based alternatives in 2022 and 2023 as cash-strapped consumers look to brands to justify extra costs. Health-boosting ingredients, sustainable credentials and convenience will be driving forces for the sector.”
Brian O’Connor, Senior Consumer Analyst

This Report looks at the following areas:

  • The impact of the current cost-of-living crisis on consumer usage of plant-based alternatives.
  • How sustainability is influencing consumers’ eating habits.
  • What prevents consumers from using plant-based alternatives.
  • What factors would encourage greater usage of plant-based alternatives.

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • COVID-19: Market Context
    • Examined in this Report
  2. Executive Summary

    • Impact of COVID-19 on plant-based alternatives
      • Figure 1: Expected impact of COVID-19 on plant-based alternatives, short, medium and long term, 2022
    • Market Drivers
    • Irish consumers face 10% jump in prices in 2022
      • Figure 2: Consumer Price Index for all items, annual percentage change, 2021-22
    • Consumer financial health weakens
      • Figure 3: How consumers describe their current financial situation, IoI, 2022
    • Half buying more own-label food
    • 55% shopping more with discounters
    • Sustainability drive will boost plant-based diets
    • Innovations
      • Figure 4: Total plant-based product launches, UK and Ireland, 2017-22
      • Figure 5: Total plant-based product launches, by sub-category, UK and Ireland, 2017-22
    • The Consumer
    • Red meat and poultry remain popular with IoI consumers
      • Figure 6: “Do you eat red meat or poultry?”, NI and RoI, 2022
    • Consumers are limiting their meat intake to support the planet
      • Figure 7: “Have you limited/reduced the amount of red meat or poultry you have eaten in the last six months?”, NI and RoI, 2022
      • Figure 8: “Would you be interested in limiting/reducing the amount of red meat or poultry you eat in the future?”, NI and RoI, 2022
    • Vegetarians account for the most non-meat eaters
      • Figure 9: Consumers who subscribe to a reduced-meat or meat-free diet, by type, NI and RoI, 2022
    • Consumers are focused on reducing meat consumption to support the environment
      • Figure 10: “Eating less red meat/poultry…”, NI and RoI, 2022
    • Dairy alternatives most commonly used
      • Figure 11: Types of plant-based alternatives eaten or drunk by consumers in the last three months, NI and RoI, 2022
    • Most use plant-based alternatives once a week or more
      • Figure 12: Frequency of usage of plant-based alternatives, NI and RoI, 2022
    • A third want meat-like plant-based items
      • Figure 13: Agreement with behaviours relating to plant-based alternatives, NI and RoI, 2022
    • Consumers want more variety in convenience plant options
      • Figure 14: Agreement with statements relating to plant-based alternatives, NI and RoI, 2022
  3. The Market – Key Takeaways

    • CPI notes strong increase in 2022
    • Consumer financial health weakens
    • 52% buying more own-label food
    • Half shopping more with discounters
    • Sustainability drive will boost plant-based diets
  4. Market Drivers

    • Impact of COVID-19 on plant-based alternatives
      • Figure 15: Expected impact of COVID-19 on plant-based alternatives, short, medium and long term, 2022
    • Cost-of-living increases for Irish consumers in 2022
      • Figure 16: Consumer Price Index for all items, annual percentage change, 2021-22
      • Figure 17: Average weekly disposable income, NI, 2021 and 2022
      • Figure 18: Consumer price indices for selected sub-indices, RoI, 2017-22
    • Drop in consumers claiming their financial state to be healthy/OK
      • Figure 19: How consumers describe their current financial situation, IoI, 2022
    • Over half claim to be worse off in 2022
      • Figure 20: How consumers rate their financial situation compared to 12 months previously, IoI, 2022
      • Figure 21: How consumers feel about their financial situation for the year ahead, IoI, 2022
    • Own-label plant-based alternatives poised to make gains
      • Figure 22: Ways consumers’ shopping habits have been changed by costs of living in the last 2 months, IoI, 2022
    • Discounters could benefit from cost-of-living crisis
      • Figure 23: Consumers who use discounters for their main grocery shopping, NI and RoI, 2021 and 2022
      • Figure 24: Plant-based product launches at discounters, UK and Ireland, 2019-22
    • Increased sustainability concerns will help to drive more consumers to eat more plants, and less meat
      • Figure 25: “How environmentally friendly would you say your lifestyle is?”, NI and RoI, 2022
      • Figure 26: Sustainable activities that consumers engage in, by frequency, NI and RoI, 2022
  5. Companies and Innovations – Key Takeaways

    • 788% growth in plant-based alternative launches from 2017-22
    • Sustainable claims have a strong showing
  6. Who’s Innovating?

    • Meat substitutes remain the most popular among new releases
      • Figure 27: Top plant-based product categories, UK and Ireland, 2017-22
    • Ethical concerns a determining factor in purchasing power
      • Figure 28: Top claims on plant-based food and drink products, UK and Ireland, 2017-22
    • Consumers embrace plant-based alternatives to support health
    • Private-label production on the rise
      • Figure 29: Private label vs. branded product releases with plant-based claims, UK and Ireland, 2017-22*
      • Figure 30: Top five private-label product releases with plant-based claims, by company, UK and Ireland, 2022
  7. Companies and Brands

    • Alpro (Danone)
    • Key facts
    • Product portfolio
    • Brand NPD
      • Figure 31: Product releases under Alpro, UK and Ireland, 2021-22
    • Recent developments
    • Oatly
    • Key facts
    • Product portfolio
    • Brand NPD
      • Figure 32: Product releases under Oatly, UK and Ireland, 2021-22
    • Recent developments
    • Lactofree (Arla)
    • Key facts
    • Product portfolio
    • Brand NPD
      • Figure 33: Product releases under Arla Lactofree, UK and Ireland, 2021-22
    • Recent developments
    • Nairn’s
    • Key facts
    • Product portfolio
    • Brand NPD
      • Figure 34: Product releases under Nairn’s, UK and Ireland, 2021-22
    • Recent developments
    • Dr Schär
    • Key facts
    • Product portfolio
    • Brand NPD
      • Figure 35: Product releases under Dr Schär, UK and Ireland, 2021-22
    • Nakd (Natural Balance)
    • Key facts
    • Product portfolio
    • Brand NPD
      • Figure 36: Product releases under Nakd, UK and Ireland, 2021-22
    • Strong Roots
    • Key facts
    • Product portfolio
    • Brand NPD
      • Figure 37: Product releases under Strong Roots, UK and Ireland, 2021-22
    • Recent developments
    • Sons Of Butchers (Loughnane’s)
    • Key facts
    • Product portfolio
    • Plant-It
    • Key facts
    • Product portfolio
    • Recent developments
    • The Happy Pear
    • Key facts
    • Product portfolio
    • Brand NPD
      • Figure 38: Product releases under The Happy Pear, UK and Ireland, 2021-22
    • Recent developments
    • Quorn
    • Key facts
    • Product portfolio
    • Brand NPD
      • Figure 39: Product releases under Quorn, UK and Ireland, 2021-22
  8. The Consumer – Key Takeaways

    • Red meat and poultry remain popular with IoI consumers
    • Consumers are limiting their meat intake to support the planet
    • Vegetarians account for the most non-meat eaters
    • Consumers are focused on reducing meat consumption to support the environment
    • Dairy alternatives most commonly used
    • Most use plant-based alternatives once a week or more
    • A third want meat-like plant-based items
    • Consumers want more variety in convenience plant-based options
  9. Consumer Meat and Meat Avoidance Habits

    • The majority of IoI consumers eat red meat/poultry
      • Figure 40: “Do you eat red meat or poultry?”, NI and RoI, 2022
    • More than half of consumers have reduced/limited their meat consumption and are interested in doing so in the future
      • Figure 41: “Have you limited/reduced the amount of red meat or poultry you have eaten in the last six months?”, NI and RoI, 2022
      • Figure 42: “Would you be interested in limiting/reducing the amount of red meat or poultry you eat in the future?”, NI and RoI, 2022
      • Figure 43: Consumers who are interested in more plant-based alternative choice, NI and RoI, 2022
    • Women are more open to reducing their meat consumption in the future
      • Figure 44: Consumer interest in limited/reducing consumption of red meat/poultry, by gender, NI and RoI, 2022
      • Figure 45: Consumers who are interested in animal welfare as an environmental/social issue, by gender, IoI, 2022
      • Figure 46: “Eating less red meat/poultry…”, by gender, NI and RoI, 2022
    • Younger consumers are interested in reducing their meat intake in the future
      • Figure 47: Consumers who are interested in reducing/limiting their red meat/poultry consumption, by age, NI and RoI, 2022
      • Figure 48: Consumers who look for new foods/flavours to try most of the time, by age, NI and RoI, 2022
  10. Meat Restrictive Diet Behaviours

    • Vegetarians account for the most non-meat eaters
      • Figure 49: Consumers who subscribe to a reduced-meat or meat-free diet, by type, NI and RoI, 2022
    • Irish consumers find it hard to part from dairy
  11. Reasons for Eating Less Red Meat/Poultry

    • Consumers are mainly focused on supporting the environment and animal welfare
      • Figure 50: “Eating less red meat/poultry…”, NI and RoI, 2022
    • Consumers are reducing their red meat/poultry intake to save money
      • Figure 51: Selected budget changes in the last two months, IoI, 2022
      • Figure 52: Preferences for grocery retailers’ response to rising costs, IoI, 2022
    • Consumers are seeking to improve their health
      • Figure 53: “Eating less red meat…”, NI and RoI, 2022
    • Younger consumers have reduced their consumption to revamp their diet
      • Figure 54: “Eating less red meat/poultry is an exciting diet”, by age, NI and RoI, 2022
      • Figure 55: Selected consumer attitudes towards plant-based alternatives, by age, NI and RoI, 2022
  12. Types of Plant-based Alternatives Eaten

    • Plant-based milks most commonly used
      • Figure 56: Types of plant-based alternatives eaten or drunk by consumers in the last three months, NI and RoI, 2022
    • Women and younger consumers primary users of plant-based alternatives
      • Figure 57: Consumers who have eaten or drunk any plant-based alternatives in the last three months, by gender and age, NI and RoI, 2022
      • Figure 58: Consumers who agree the statement ‘I love trying new experiences’ describes them well, by age, IoI, 2022
    • Affluent consumers more likely to have used plant-based alternative milks
      • Figure 59: Consumers who have drunk plant-based milk alternatives in the last three months, by socio-economic group, NI and RoI, 2022
      • Figure 60: Types of dairy and non-dairy milk that consumers have used or served in the last three months, NI and RoI, 2022
    • Convenience a strong factor in plant-based alternative usage
      • Figure 61: Consumers who have eaten plant-based burger alternatives vs. meat substitute ingredients in the last three months, NI and RoI, 2022
  13. Frequency of Usage

    • Over half use plant-based alternatives at least once per week
      • Figure 62: Frequency of usage of plant-based alternatives, NI and RoI, 2022
    • Difference in regular usage between the genders in NI and RoI
      • Figure 63: Consumers who use plant-based alternatives 1-2 times per week, by gender, NI and RoI, 2022
  14. Behaviours of Non-users

    • Meat-like flavours would prompt usage
      • Figure 64: Agreement with behaviours relating to plant-based alternatives, NI and RoI, 2022
    • Younger non-users more likely to be enticed by meaty flavours
      • Figure 65: Agreement with the statement ‘Plant-based alternatives that tasted more like meat would prompt me to eat them’, by age, NI and RoI, 2022
    • Women and younger consumers more likely to be swayed by price
      • Figure 66: Agreement with the statement ‘Plant-based alternatives that were cheaper than meat would prompt me to eat them’, by gender and age, NI and RoI, 2022
  15. Consumer Attitudes towards Plant-based Alternatives

    • Demand for greater choice in convenience plant-based alternatives
      • Figure 67: Agreement with statements relating to plant-based alternatives, NI and RoI, 2022
    • Choice important
      • Figure 68: Agreement with the statement ‘Prepared meals are useful when I’m not feeling up to cooking for myself’, NI and RoI, 2022
      • Figure 69: Plant-based product launches for prepared meals, UK and Ireland, 2017-22
    • In-store positioning important to younger consumers
      • Figure 70: Agreement with the statement ‘I would prefer them to be positioned alongside the meat product they resemble in-store (eg burgers, sausages) rather than in their own separate section‘, by age, NI and RoI, 2022
  16. Appendix – Data Sources, Abbreviations and Supporting Information

    • Data sources
    • Generational cohort definitions
    • Abbreviations

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