Table of Contents
Introduction and Abbreviations
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- - Reduced Fat/Reduced Calorie Foods – UK, Market Intelligence, April 2005.
- Definitions
- Consumer research
- Advertising data
- Abbreviations
Premier Insight
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- Positioning is critical
- Chilled meals are ripe for re-innovation
- More vegetarian lines in premium ranges
- Manufacturers should engage with the 5 A DAY campaign
- The alternative BBQ
- Growth in low-carb eating needs to be better addressed
Executive Summary
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- Eating habits
- Sales growth slows
- Leading players
- Advertising activity low
- Supermarket dominate
- Women most likely to avoid meat
- Future growth
Market Drivers
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- Number of vegetarians
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- Figure 1: Agreement with the statement “I am a vegetarian” – all adults, 1999-2004
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- Figure 2: Agreement with the statement “I am a vegetarian” – men, 1999-2004
- Figure 3: Agreement with the statement “I am a vegetarian” – women, 1999-2004
- Meat avoidance
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- Figure 4: Agreement with the statement “I tend to eliminate meat from my diet”, by demographic sub-group, 2004
- Health concerns
- Salt and fat are two big consumer issues
- Heart disease and breast cancer of most concern to consumers
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- Figure 5: Health issues of concern to consumers, 1998-2003
- Low-carb eating opens up new opportunities
- Tofu and soya have strong health benefits
- Chicken often usurps the ‘healthy tag’
- Green issues and ethical concerns
- Almost a third of consumers have animal welfare concerns
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- Figure 6: Issues for which feelings are strong enough to stop buying products or services, 1998-2003
- PDI – The means to an end
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- Figure 7: Trends in PDI and consumer expenditure, at constant 1999 prices, 1999-2008
- Developments in the out-of-home food offering
- McDonalds’ Quorn fillets
- Still a lot to be learnt from the Far East
- Development of the overall food market
- Demographic shifts
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- Figure 8: Trends and projections in total UK population, by age group, 1999-2009
Market Size and Trends
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- Growth slows
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- Figure 9: UK retail sales of meat-free foods, 1999-2004
- Figure 10: UK retail sales of meat-free foods (£ million), 1999-2004
- Market breakdown
- Fresh foods growing…
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- Figure 11: UK retail sales of meat-free foods, by product format, 2002-04
- Figure 12: Market share of meat-free foods, by fresh, frozen and ambient, 2002-04
- …at the expense of frozen
- Meal centres are driving growth
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- Figure 13: UK retail sales of meat-free foods, by meal type, 2002-04
Market Segmentation
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- A tale of two sectors
- Chilled vs frozen
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- Figure 14: UK retail sales of meat-free chilled foods, by segment, 2002-04
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- Figure 15: UK retail sales of meat-free frozen foods, by segement, 2002-04
- Meal centres
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- Figure 16: UK retail sales of meat-free meal centres, by chilled and frozen categories, 2002-04
- Chilled meal centres growing fastest
- Frozen meal centres promotionally sensitive
- Switch from analogue to vegetable burgers
- Frozen pastry sector declining
- Ready Meals
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- Figure 17: UK retail sales of meat-free ready meals and recipe dishes, by chilled and frozen categories, 2002-04
- Ready meal sales declining
- No brand champion to drive the market
- Positioning critical
- Ingredients
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- Figure 18: UK retail sales of meat-free ingredients, by chilled and frozen categories, 2002-04
- Scratch cooking driving ingredient sales
- Snacking
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- Figure 19: UK retail sales of other meat-free products, by chilled and frozen categories, 2002-04
- On-the-go consumption driving snacking
The Supply Structure
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- Figure 20: Manufacturers’ branded shares in the frozen meat-free market, 2002-04
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- Figure 21: Manufacturers’ branded shares in the chilled meat-free market, 2002-04
- Companies and brands
- Marlow Foods
- Heinz
- Cauldron Foods
- Dalepak
- Unilever Ice Cream and Frozen Food
- The Haldane Foods Group
- Tivall
- Goodlife Foods
- Batchelor Foods
- Other brands
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New Product Development
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- Chilled products dominate launch
- Health concerns taking greater importance
- Lack of snacking products
- New product briefs
- December 2004
- November 2004
- October 2004
- September 2004
- August 2004
- June 2004
- May 2004
- October 2003
- October 2003
- July 2003
- June 2003
- April 2003
- April 2003
- March 2003
- February 2003
- December 2002
Advertising and Promotion
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- Above-the-line advertising is low
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- Figure 22: Main monitored media advertising expenditure on meat-free foods, 1999-2003
- Figure 23: Main monitored media advertising expenditure on meat-free products, 1999-2003
- Marlow Foods the big spender
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- Figure 24: Main monitored media advertising expenditure on meat-free products, by leading spenders, 2002-03
- The Internet
- Below-the-line promotions
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- Figure 25: Promotional activity in the meat substitutes market by promotional mechanic, January 2003-August 2004 (multiple grocers only)
- Quorn brand is the most heavily promoted
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- Figure 26: Special price store reduction in the meat substitutes market, by brand, January 2003-August 2004
- Frozen sector dominates promotional activity
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- Figure 27: Promotions in the meat substitues sector, by storage type, January 2003-August 2004
Distribution
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- Figure 28: Retail distribution of meat-free foods, 2000-04
- Positioning in store is a source of conjecture
- Developments in the grocery multiples
- Tesco
- Sainsbury's
- Marks & Spencer
- Safeway/Morrisons
- Asda
- Others
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The Consumer – Consumption
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- Figure 29: Respondents’ eating habits in relation to various animal products, 2000, 2001 and 2004
- Ardent vegetarians are a small number
- Women are larger target market than men
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- Figure 30: Respondents’ eating habits in relation to various animal products, by gender, August-September 2004
- Vegetarian ‘meat’ for meat eaters
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- Figure 31: Meat-free/vegetarian products purchased in the preceeding three months, August 2001 and August-September 2004
- Strong female bias to purchasing
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- Figure 32: Meat-free/vegetarian products purchased in the preceding three months, by demographic sub-group, August-September 2004
- Younger children are a key discriminator
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- Figure 33: Meat-free/vegetarian products purchased in the preceding three months, by lifestage and presence of children, August-September 2004
- Broadsheets – an ideal medium for advertising
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- Figure 34: Meat-free/vegetarian products purchased in the preceding three months, by Mintel’s Special Groups, media usage and TV viewing, August-September 2004
- Urban prosperous – the key consumer group
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- Figure 35: Meat-free/vegetarian products purchased in the preceding three months, by region and ACORN category, August-September 2004
- Southern retailers, Sainsbury’s and Waitrose, are the most important
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- Figure 36: Meat-free/vegetarian products purchased in the preceding three months, by supermarket usage, August-September 2004
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The Consumer – Attitudes and Behaviours
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- Figure 37: Attitudes towards and behaviour related to meat-free/vegetarian products, August-September 2004
- Consumer apathy towards food scares
- Packaging on meat-free foods could be revamped
- Concerns about animal welfare and food safety are small
- ABC1s most concerned about food safety
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- Figure 38: Attitudes towards and behaviour related to meat-free/vegetarian products, by gender, age and socio-economic status, August-September 2004
- Retired are sceptical about food scares
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- Figure 39: Attitudes towards and behaviour related to meat-free/vegetarian products, by lifestyle, presence of children and household size, August-September 2004
- Retired consumers are excluded from the market
- Broadsheet readers offer the greatest potential
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- Figure 40: Attitudes towards and behaviour related to meat-free/vegetarian products, by Mintel’s Special Groups, media usage and TV viewing, August-September 2004
- Londoners most concerned about food safety
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- Figure 41: Attitudes towards and behaviour relating to meat-free/vegetarian products, by region and ACORN category, August-September 2004
- Iceland shoppers concerned with food safety
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- Figure 42: Attitudes towards and behaviours relating to meat-free/vegetarian products, by supermarket usage, August-September 2004
- Assessing key target markets – consumer typologies
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- Figure 43: Consumer cooking typologies, August-September 2004
- Everyday basics (17% of respondents)
- Dabblers (24% of respondents)
- Budding Jamies (21% of respondents)
- Kitchen avoiders (39% of respondents)
- Detailed Demographics
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- Figure 44: Consumer typologies by components, August-September 2004
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- Figure 45: Consumer typologies, by selected demographic sub-group, August-September 2004
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- Figure 46: Attitudes towards and behaviours relating to meat-free/vegetarian products, by further demographic sub-group, August-September 2004
- Assessing attitudes of consumer typologies
- Budding Jamies would buy more if the quality was better
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- Figure 47: Attitudes towards meat held by the cluster groups, August-September 2004
- More emphasis on seasonality
- Kitchen avoiders do not eat fish
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- Figure 48: Meat eating habits of the cluster groups, August -September 2004
- Vegetarian burgers and sausages appeal to everyday basics
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- Figure 49: Types of meat-free food purchased, by cluster group, August-September 2004
- Establishing enthusiasm – repertoire analysis
- Women have bigger repertoire
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- Figure 50: Number of meat-free/vegetarian products purchased, by gender, age and social group, August-September 2004
- Men need to be better targeted
- Households with children eat meat-free
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- Figure 51: Number of meat-free/vegetarian products purchased, by lifestage, Mintel’s Special Groups and presence of children, August-September 2004
- Children need to be better targeted
- Londoners have a larger repertoire
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- Figure 52: Number of meat-free/vegetarian products purchased, by working and marital status and region, August-September 2004
- Heavier TV viewers have a smaller repertoire
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- Figure 53: Number of meat-free/vegetarian products purchased, by ACORN group, media usage, Supermarket used and TV viewing habits, August-September 2004
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The Future
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- Vegetarianism stable at best
- Meat reducers
- Health issues
- Food scares
- Product development
- Snacking occasion is still undeveloped for vegetarian foods
- Merchandising
- From celebrity to branding
Forecast
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- Market set to grow 12% by 2009
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- Figure 54: Forecast for the meat-free products, by sector, 2004-09
- Rate of growth forecast to slow
- Chilled sector will continue to drive the market
- The frozen sector needs a push
- Convenient products may help to drive the sector
- Factors used in the forecast
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