2021
9
UK Meat Substitutes Market Report 2021
2021-12-10T03:05:24+00:00
OX1050521
2195
146184
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Report
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“The combination of the meat reduction trend and more space being allocated in mainstream grocery stores to meat substitutes kept sales growing in 2021. Tasting more like meat, being cheaper…

UK Meat Substitutes Market Report 2021

£ 2,195 (Excl.Tax)

Description

The UK Meat Substitutes report identifies consumer attitudes towards the meat substitutes industry, the meat alternative market, and plant based meat the UK. This market report covers the market size, market forecast, market segmentation and industry trends for the Meat Substitutes market in the UK. 

Current Market Landscape

Meat substitutes benefited in 2020 from the increase in the number of meals being eaten at home since the start of the COVID-19 outbreak due to lockdowns and restrictions. The combination of strong consumer demand for meat-free foods and yet more space being allocated in mainstream grocery stores to meat substitutes kept sales growing in 2021.

  • This view has shot up from 25% to 47% of people over 2018-21.
  • 41% of users also agree points to strong potential for brands with a compelling image of naturalness to win favour in the category.

More and more people are making a positive link between eating less meat and benefiting the environment. While it previously lagged behind weight management and saving money as a benefit people associated with eating less meat, it now holds a strong lead. This perception is a key driver behind meat reduction.

Future Market Trends in Meat Substitutes 

With almost half of people thinking that meat substitutes are too processed, there is a major barrier. However, there is strong potential for brands with a compelling image of naturalness, helping meat substitutes to compete with vegetables and pulses.

There is strong demand for more choice in the meat substitutes market with more ready-to-eat products appealing to plant based or vegan eaters and buyers. Lunchtime foods, which for a lot of people will include ready-to-eat products, have benefited during the COVID-19 pandemic and will also benefit from the longer term trend to more working from home.

Read on to discover more details or take a look at all of our UK Food and Foodservice market research.

Quickly understand

  • The impact of COVID-19 on the meat substitutes retail market.
  • Meat eating habits, including not eating, reducing and interest in reducing meat.
  • Types of meat substitutes eaten and bought, and frequency of eating.
  • Factors influencing choice of meat substitutes.
  • New launch activity and innovation in meat substitutes.
  • Behaviours and attitudes related to eating and buying meat substitutes.

Covered in this report

Products: Chilled and frozen meat substitutes (sausages, burgers, centre plate, deli products, tofu), ingredients (vegetarian mince), snacks and bites.

Brands: Marlow Foods (Quorn, Cauldron), The Tofoo Co, Kerry Group (Richmond), Enkco (Vivera), This, Squeaky Bean, (Unilever) The Vegetarian Butcher, Hain Daniels (Linda McCartney), Nomad Foods (Birds Eye), Moving Mountains, Novish, M&S (Marks & Spencer), Artisan Finnebrouge, The No Meat Company, Tiba Tempeh, Garden Gourmet, Dopsu, Taste & Glory, Peperami, Devil’s Kitchen, Beyond Meat, Plant Pioneers, Plant Menu, ASDA, Aldi.

Expert analysis from a specialist in the field

This report, written by Richard Caines, a leading analyst in the Food and Drinksector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The combination of the meat reduction trend and more space being allocated in mainstream grocery stores to meat substitutes kept sales growing in 2021. Tasting more like meat, being cheaper than meat and being made with sustainably sourced ingredients are key enticements for non-users, while among users ready-to-eat products and seafood substitutes, as well as more ideas on cooking with meat substitutes, offer further opportunities for boosting usage.
Richard Caines
Senior Food & Drink Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • COVID-19: market context
    • Economic and other assumptions
    • Products covered in this Report
  2. Executive Summary

    • Impact of COVID-19 on meat substitutes
      • Figure 1: Short-, medium- and long-term impact of COVID-19 on meat substitutes, 2021
    • The market
    • Slowdown but still strong growth in 2021 sales
    • More consumers eating less meat and more choice will drive growth
      • Figure 2: Forecast of UK retail value sales of meat substitutes, 2021-26
    • Chilled continues to take share from frozen
      • Figure 3: UK retail value sales of meat substitutes, by segment, 2019-21
    • Over time usage will increase across population
    • Rising inflation putting pressure on household finances
    • Companies and brands
    • Quorn and Cauldron hit by new entrants, Richmond becomes major player in chilled meat substitutes
      • Figure 4: Leading brands’ sales in the UK chilled meat substitutes retail market, by value, 2018/19-2020/21
    • New entrants take market share from Quorn in frozen segment
      • Figure 5: Leading brands’ sales in the UK frozen meat substitutes retail market, by value, 2018/19-2020/21
    • More launches seen in fish alternatives
    • Offering in chicken alternatives increases
    • Brands with backing of big food companies launch new products
    • Meat companies a growing presence in meat-free
    • Squeaky Bean targets meat-free lunches
    • The consumer
    • Meat reduction rebounds following COVID-19 dip
      • Figure 6: Meat eating habits, 2017-21
    • Awareness of environmental benefits rises further
      • Figure 7: Benefits associated with eating less meat, 2018, 2020 and 2021
    • Over half of people eat meat substitutes
      • Figure 8: Types of meat substitutes eaten in the last 6 months, by selected meat eating habits, 2021
    • Six in 10 users eat meat substitutes at least once a week
      • Figure 9: Frequency of eating meat substitutes, 2021
    • Low price important to a third of buyers
      • Figure 10: Factors influencing choice of meat substitutes, 2021
    • Meat substitutes tasting like meat a major enticement to eating
      • Figure 11: Non-users’ behaviours related to eating meat substitutes, 2021
    • Strong demand for more choice in ready-to-eat foods and ready meals
      • Figure 12: Users’ behaviours related to eating and buying meat substitutes, 2021
    • Meat substitutes face strong competition from vegetables/pulses
      • Figure 13: Attitudes towards meat substitutes, 2021
  3. Issues and Insights

    • Sustainability becoming a bigger issue to consumers
    • Growing focus on meat reduction to help the planet
    • Environmental concerns not limited to eating less meat
    • Opportunities for tapping interest in more sustainable products
    • Long-term uplift in interest in sustainability expected
    • Health a bigger priority in response to pandemic
    • Healthy attributes influence choice of minority of meat substitutes buyers
    • Focus on health adds momentum to meat reduction trend
    • Health credentials of meat substitutes likely to come under scrutiny
    • Help with how to cook with meat substitutes needed
    • Lack of confidence a barrier to usage
    • More ideas for cooking favourite meals will increase appeal
    • Tie-ups with cooking sauces hold potential
    • Scope to also try unlocking special occasions
    • Opportunity to further expand choice in meat substitutes
    • Strong interest in more ready-to-eat foods and ready meals
    • Meat-free deli items and snacks already tapping interest in RTEs
    • Interest strong among users and non-users alike
    • Meat substitute brands face strong competition in ready meals
  4. Market Size and Performance

    • COVID-19 boosts market already growing strongly
      • Figure 14: Short, medium and long term impact of COVID-19 on meat substitutes, 2021
    • Slowdown but still strong growth in 2021 sales
      • Figure 15: UK retail and volume sales of meat substitutes, 2016-21
  5. Market Forecast

    • Focus on sustainability and health lends momentum to meat reduction
    • NPD and marketing important in encouraging greater usage
    • More consumers eating less meat and more choice will drive growth
      • Figure 16: Forecast of UK retail value sales of meat substitutes, 2021-26
      • Figure 17: Forecast of UK retail volume sales of meat substitutes, 2021-26
    • Forecast methodology
  6. Market Segmentation

    • Chilled continues to take share from frozen
      • Figure 18: UK retail value and volume sales of meat substitutes, by segment, 2019-21
    • Further growth cements sausages’ top position in chilled
      • Figure 19: UK retail value and volume sales of chilled meat substitutes, by sub-segment, 2019-21
    • Dip in 2021 sales for most sub-segments in frozen
      • Figure 20: UK retail value and volume sales of frozen meat substitutes, by sub-segment, 2019-21
  7. Market Drivers

    • Growing focus on meat reduction to help the planet
    • Wider issue of sustainability becoming more important
    • Health a bigger priority in response to pandemic
    • HFSS restrictions coming in 2022
    • Younger consumers more interested in eating less meat
    • 15-34-year-olds are core users of meat substitutes
    • Over time usage will increase across population
      • Figure 21: Trends in the age structure of the UK population, 2015-25
    • Rising inflation putting pressure on household finances
  8. Market Share

    • Increased competition hits share of longer established players
    • Quorn and Cauldron hit by new entrants, Richmond becomes major player in meat-free
      • Figure 22: Leading brands’ sales and shares in the UK chilled meat substitutes retail market, by value and volume, 2018/19-2020/21
    • Competition also increases in frozen meat substitutes
    • New entrants take market share from Quorn
    • Birds Eye’s Green Cuisine builds strong presence
      • Figure 23: Leading brands’ sales and shares in the UK frozen meat substitutes retail market, by value and volume, 2018/19-2020/21
  9. Launch Activity and Innovation

    • Meat substitutes still a big focus of launch activity
      • Figure 24: Share of new launches in the processed meat, poultry, fish, meat substitutes and egg products market, by segment, 2017-21
    • Private label NPD slips back following 2020 plant-based push
      • Figure 25: Share of new launches in the meat substitutes market, by branded versus own-label, 2017-21
    • Frozen increases share as chilled activity dips
      • Figure 26: Share of new launches in the meat substitutes market, by storage, 2017-21
    • More launches seen in fish alternatives
    • Fish and seafood alternatives planned by Nestlé
      • Figure 27: Examples of fish alternatives, 2021
    • Offering in chicken alternatives increases
    • Birds Eye Green Cuisine expands chicken-free range
      • Figure 28: Additions to Birds Eye Green Cuisine range, 2021
    • ‘No chicken’ kievs get plant-based makeover
      • Figure 29: Examples of chicken kiev alternatives, 2021
    • Replicating fried chicken takeaway
    • Tofu and tempeh launches putting focus on flavour and taste
      • Figure 30: Examples of tofu launches in the meat substitutes market, 2020/21
    • Brands with backing of big food companies launch new products
    • Vegetarian Butcher range extended
    • Nestlé relaunches Garden Gourmet brand
      • Figure 31: Examples of new launches from brands owned by Unilever and Nestlé in the meat substitutes market, 2020/21
    • Meat companies a growing presence in meat-free
    • Richmond expands meat-free range
    • ABP launches Dopsu brand
    • Naked Glory relaunches as Taste & Glory
      • Figure 32: Examples of new launches from Kerry Foods and ABP Food Group, 2021
    • Finnebrogue Artisan extends Naked meat-free range
    • Rustlers launches ‘Meatless Maverick’ burger
    • Peperami makes meat-free move
      • Figure 33: Peperami Vegerami launch, 2020/21
    • Squeaky Bean targets meat-free lunches
      • Figure 34: Examples of ready-to-eat launches from Squeaky Bean, 2021
    • Usage of pea protein in meat substitutes has increased
      • Figure 35: Share of new launches in the UK meat substitutes market, by selected types of protein used as an ingredient, 2017-21
  10. Advertising and Marketing Activity

    • TV dominates advertising of frozen vegetarian foods
      • Figure 36: Total above-the line, online display and direct mail advertising expenditure on frozen vegetarian foods, by media type, 2017-21
    • Quorn and Birds Eye the biggest spenders
      • Figure 37: Total above-the line, online display and direct mail advertising expenditure on frozen vegetarian foods, by advertiser, 2019-21
    • Quorn focuses on sustainable protein message
    • ‘Helping the Planet One Bite at a Time’ campaign launched
    • Back to School campaign features Quorn Crispy Nuggets
    • Birds Eye’s Green Cuisine partners with Team GB
    • Taste & Glory highlights its taste credentials
    • The Tofoo Co runs with uniqueness message
    • Vivera encourages trying plant-based for 30 days
    • Squeaky Bean encourages meat-free lunches
    • The Vegetarian Butcher shows plant-based butcher’s shop
    • Nielsen Ad Intel coverage
  11. Meat Eating Habits

    • Meat reduction rebounds following COVID-19 dip
      • Figure 38: Meat eating habits, 2017-21
    • Younger people most interested in eating less meat
    • Only a small proportion of non-meat eaters are vegan
      • Figure 39: Diets followed by those not eating meat/poultry, 2021
  12. Benefits Associated with Eating Less Meat

    • Awareness of environmental benefits rises further
      • Figure 40: Benefits associated with eating less meat, 2018, 2020 and 2021
      • Figure 41: Meat eating habits and meat substitutes usage among those who see eating less meat as better for the environment, 2021
    • Meat reduction’s perceived links with weight management gain relevance post-COVID
    • Obesity in the spotlight again
    • Household budgets coming under pressure
  13. Types of Meat Substitutes Eaten

    • Over half of people eat meat substitutes
      • Figure 42: Any eating of meat substitutes in the last 6 months, by age, 2021
    • Meat reduction drives meat substitutes usage
      • Figure 43: Any eating of meat substitutes in the last 6 months, by meat eating habits, 2021
    • Burgers and sausages top meat-free items eaten
      • Figure 44: Types of meat substitutes eaten in the last 6 months, by selected meat eating habits, 2021
  14. Frequency of Eating Meat Substitutes

    • Six in 10 users eat at least once a week
      • Figure 45: Frequency of eating meat substitutes, 2021
      • Figure 46: Frequency of eating meat substitutes, by selected meat eating habits, 2021
  15. Factors Influencing Choice of Meat Substitutes

    • Low price important to a third of buyers
      • Figure 47: Factors influencing choice of meat substitutes, 2021
    • Appealing to the taste buds a big influence
    • Strong interest in exciting flavour
    • Meat-like taste and texture matter most to meat reducers
    • Protein and fat content matter to more than one in four
    • Healthy attributes appeal to a minority
    • Unhealthy meat substitutes face growing pressures
  16. Behaviours of Non-Users Related to Eating and Buying Meat Substitutes

    • Meat substitutes tasting like meat a major enticement to eating
    • Online and foodservice channels hold potential for driving trial
      • Figure 48: Non-users’ behaviours related to eating meat substitutes, 2021
    • Help with how to cook with meat substitutes needed
    • Younger non-users and tie-ups with cooking sauces hold potential
    • Focus on sustainability will help increase appeal
    • Three in ten non-users drawn to sustainable ingredients
    • Soy divides opinions
      • Figure 49: Examples of new launches in the meat substitutes market highlighting being soy-free on front of packaging, 2021
  17. Behaviours of Users Related to Eating and Buying Meat Substitutes

    • Strong demand for more choice in ready-to-eat foods and ready meals
      • Figure 50: Users’ behaviours related to eating and buying meat substitutes, 2021
    • Meat-free deli items and snacks already tapping interest in RTEs
    • Meat substitute brands face strong competition in ready meals
      • Figure 51: Examples of ready meal launches under leading grocers’ plant-based ranges, 2021
    • Six in 10 prefer brands that only produce meat substitutes
    • Room for specialists and non-specialists in growing category
    • Most prefer meat substitutes alongside meat
      • Figure 52: Examples of meat-free sections in major grocers, 2021
  18. Attitudes towards Meat Substitutes

    • Meat substitutes face strong competition from vegetables/pulses
    • Preference for vegetables/pulses by nearly half a barrier to growth
      • Figure 53: Attitudes towards meat substitutes, 2021
    • More ideas for cooking favourite meals will increase appeal of meat substitutes
    • Meat substitutes being seen as too processed another barrier to usage
  19. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  20. Appendix – Central Forecast Methodology

    • Market forecast and prediction intervals
      • Figure 54: Market forecast and prediction intervals for UK value sales of meat substitutes, 2021-26
      • Figure 55: Market forecast and prediction intervals for UK volume sales of meat substitutes, 2021-26
    • Market drivers and assumptions
      • Figure 56: Key drivers affecting Mintel’s market forecast, 2021-26
    • Forecast methodology
  21. Appendix – Market Share

      • Figure 57: Leading manufactures’ sales and shares in the UK chilled meat substitutes market, by value and volume, 2018/19-2020/21
      • Figure 58: Leading manufacturers’ sales and shares in the UK frozen meat substitutes market, by value and volume, 2018/19-2020 /21
  22. Appendix – Launch Activity and Innovation

      • Figure 59: Share of new launches in the meat substitutes market, by top claims, 2017-21

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