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- UK Meat Substitutes Market Report 2024
UK Meat Substitutes Market Report 2024
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The income squeeze and low consumer confidence have continued to exert pressure on the meat substitute market, with volume sales continuing to decline in 2024. Their high cost compared to scratch cooking and many meat-based alternatives has put meat substitutes under scrutiny from shoppers. Volume sales are expected to stabilise in 2025 as consumer spending recovers gradually.
Predicted rising focus on sustainability and health-conscious eating once consumer incomes regain momentum present significant growth opportunities for the category. This will also encourage a return to foodservice, posing competition for meat substitute brands in retail, but also a potential route for driving awareness. The view that meat substitutes can make people feel part of a shared meal offers a powerful emotion for brands and retailers to tap into, across both everyday and social occasions.
Uncertainty about whether meat substitutes deliver on taste and convenience are among key barriers to wider adoption. Emphasising the ease and speed of preparing meat substitutes and showcasing the flavour and quality of new products and recipes in brand communications, from on-pack messaging to ad campaigns, remains essential to support future growth
Volumes fell further in 2024. Rising interest in healthy eating and sustainability holds potential, but market must tackle doubts about taste and convenience.
Isabelle Shilling, Research Analyst
This Report covers the retail market for meat substitutes.
The market size covers chilled and frozen meat substitutes, including sausages, burgers, centre plate, deli products, tofu, ingredients (eg vegetarian mince), and snacks and bites. It excludes ready meals, pizzas and pastry-based products.
Meat substitutes are products often made from textured vegetable protein, such as soy, that imitate the texture, flavour and appearance of certain types of meat, such as beef, poultry or fish. This includes products such as mycoprotein-based Quorn. However, they can also be made with plant-based ingredients which do not try to imitate meat, such as vegetable or bean burgers or tofu.
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