Table of Contents
Issues in the Market
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- Definitions
Insights and Opportunities
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- A product in its own right
- Standing out from the low-fat crowd
Fast Forward
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- Advertising to the Herd?
- Definition
- What it is – general observations
- Marketing touchpoints/implications
- Oliver’s Army
- Definition
- What it is – general observations
- Marketing touchpoints/implications
- The Premium Ghetto
- Definition
- What it is – general observations
- Market touchpoints/implications
Market in Brief
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- Market growth
- Favourable factors
- Health benefits
- Meat feat
- No substitute for real innovation
- Meat-free future
Internal Market Environment
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- Slow growth in vegetarianism
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- Figure 1: Agreement with the statements ‘I am a vegetarian’ and ‘I try to eliminate meat from my diet’, 2001-06
- Impact of food scares
- Interest in healthy eating
- Catering for wider tastes
Broader Market Environment
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- Demographic trends offer mixed blessing
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- Figure 2: UK population, by age (000s), 2001-11
- An informed choice
- Variety the spice of life
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- Figure 3: The UK population, by ethnic group, April 2001
Competitive Context
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- Similarities with US market
- More innovation in meatier foods
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- Figure 4: UK food launches, by product claim, 2006
- Healthy positioning
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- Figure 5: Popular product claims of meat substitutes and all food launches, 2006
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- It’s a branded market
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- Figure 6: Product launches, by branding, 2006
- Not yet sending in the subs
- Own-label launches
- A healthy approach
Market Value and Forecast
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- Health and health scares
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- Figure 7: Forecast of UK retail sales of meat-free foods and meat substitutes, at current and constant prices 2006-11
- Broader range boosts sales
- Forecast
Segment Performance
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- Chilled growth not frozen
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- Figure 8: UK retail sales of meat-free foods, by product format, 2002-06
- The appeal of meal centres
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- Figure 9: UK retail sales of meat-free foods, by meal type, 2002-06
- Ready meals wane
- Frozen meal centre market shaping up
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- Figure 10: UK retail sales of meat-free meal centreS, by meal type, 2002-06
Market Share
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- Premier in the market
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- Figure 11: Manufacturers’ branded shares in meat-free foods, 2002-06
- Meat substitutes heavily consolidated
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- Figure 12: Manufacturers’ branded shares in meat substitutes, 2002-06
- Branding: a burden for meat substitutes?
Companies and Products
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- Premier Foods
- Marlow Foods
- Cauldron Foods
- Hain Celestial
- Linda McCartney
- Dalepak
- Goodlife Foods
- Haldane Foods
- Tivall
- The Redwood Wholefood Company
- Cheatin’
- Vegideli
- Cheezly
- Others
- Heinz
- Wicken Fen
- Simply Organics
Brand Communication and Promotion
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- Manufacturers focus on meat reducers
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- Figure 13: Main monitored media advertising spend on meat substitute brands, 2002-06
- Handful of manufacturers dominate adspend
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- Figure 14: Total media advertising spend on meat substitute brands, by advertiser, 2006
- Healthy message
- Can’t cook, won’t cook?
Channels to Market
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- Meat-free foods
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- Figure 15: Retail distribution of meat-free foods, 2002-06
- Meat substitutes
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- Figure 16: Retail distribution of meat substitutes, 2002-06
- In-store positioning
- Wider choice across the board
Consumer – The Role of Vegetarianism
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- Meat reducers the main target for growth
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- Figure 17: Topline attitudes towards vegetarianism and eating meat, May 2006
- Flexible female attitudes
- Small hard core
- Meat avoiders
- Little change expected
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- Figure 18: 7-16-year-olds who are vegetarian and those who have family members who are vegetarian, by age group, 2001-05
Consumer – Consumption of Meat Substitutes
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- Meat eaters eating substitutes
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- Figure 19: Food groups incorporated into diet – vegetarians and meat eaters, May 2006
- Golden opportunity in red meat reduction
- Added-value opportunity
Consumer – Attitudes Towards Meat-Free Foods
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- Figure 20: Topline attitudes towards meat-free foods, May 2006
- Taste and texture
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- Figure 21: Profile of consumers who ‘really like meat substitutes’ vs those who ‘do not like the taste/texture of meat substitutes’, by gender, age and social grade, May 2006
- Profile of meat substitute consumers
- Consumer typologies
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- Figure 22: Consumer typologies, May 2006
- Apathetic (63%)
- Choice Chasers (8%)
- Meat Feaster (20%)
- Lacking Know-How (9%)
- Key targets for meat-free manufacturers
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Appendix
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- Consumer research
- ACORN
- Advertising data
- Abbreviations
- Consumer – the Role of Vegetarianism
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- Figure 23: Agreement with the statements ‘I am a vegetarian’ and ‘I try to eliminate meat from my diet’, by gender, age, socio-economic group, children in household, marital status, working status, household size, region, lifestage and Mintel’s Special Groups, 2005
- Figure 24: Most popular attitudes towards vegetarianism and eating meat, by gender, age, social grade, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, tenure, ITV region, ACORN group, technology users, daily newspaper readership, commercial TV viewing, supermarket used, household size, car usage, detailed lifestage groups and age finished full-time education, May 2006
- Market size and forecast
- Factors used in the forecast
- Consumer – consumption of meat substitutes
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- Figure 25: Consumption of most popular food groups, by gender, age, social grade, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, tenure, ITV region, ACORN group, technology users, daily newspaper readership, commercial TV viewing, supermarket used, household size, car usage, detailed lifestage groups and age finished full-time education, May 2006
- Figure 26: Consumption of food groups, by gender, age, social grade, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, tenure, ITV region, ACORN group, technology users, daily newspaper readership, commercial TV viewing, supermarket used, household size, car usage, detailed lifestage groups and age finished full-time education, May 2006
- Consumer – attitudes towards meat-free foods
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- Figure 27: Most popular attitudes towards meat-free foods, by gender, age, social grade, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, tenure, ITV region, ACORN group, technology users, daily newspaper readership, commercial TV viewing, supermarket used, household size, car usage, detailed lifestage groups and age finished full-time education, May 2006
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- Figure 28: Like vs disllike balance (row %), by gender, age, social grade, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, tenure, ITV region, ACORN group, media users, commercial TV viewing, supermarket used and household size, May 2006
- Figure 29: Clusters (row %), by gender, age, social grade, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, tenure, ITV region, ACORN group, media users, daily newspapers, commercial TV viewing, supermarket used and household size, May 2006
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- Figure 30: Clusters, by reasons for being vegetarian/eating less meat (col %), May 2006
- Figure 31: Clusters, by food group consumption (col %), May 2006
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- Figure 32: Clusters, by attitudes towards vegetarianism (col %), May 2006
- Figure 33: Clusters, by attitudes towards meat-free foods and meat substitutes, May 2006
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