Table of Contents
Issues in the Market
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- Key themes
- Definitions
Insights and Opportunities
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- Extending re-positioning
- Limits of re-positioning
Fast Forward Trends
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- Trend 1: Diversity Is All
- What's it about?
- What we've seen
- What next?
- Trend 2: Transparency
- What's it about?
- What we've seen
- What next?
Market in Brief
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- Above-average growth
- Dependence on meat eaters
- Recovery in frozen and ready meals
- Very active NPD
- Northern Foods pushes into second place
- Own-label to push harder
- Much untapped potential
- Future
Internal Market Environment
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- Key points
- Vegetarianism trends
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- Figure 1: Trends in vegetarianism and meat avoidance, 2004-08
- Catering for wider tastes
- Impact of food scares diminishes
- Interest in healthy eating
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- Figure 2: Trends in attitudes towards diet, 2004-08
- Meat-free – the positive, ethical choice
- Confusion over labelling
Broader Market Environment
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- Key points
- Demographic change offers mixed outlook
- Variety is the spice of life
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- Figure 3: The UK ethnic minority population, by ethnic group, April 2001
Competitive Context
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- Key points
- Competing with meat
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- Figure 4: UK retail value sales of meat-free foods compared with meat, poultry and fish, 2003-08
- So many ways to be healthy
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- Figure 5: Market size and growth for selected ‘healthy foods’, 2003-07
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Surge in NPD
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- Figure 6: New product launches in meat substitutes category, % by storage, 2006-08
- Claims move to organic
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- Figure 7: New product launches in meat substitutes category, top five by positioning, 2006-08
- Health claims shift emphasis
- Branded products dominate NPD
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- Figure 8: New product launches in meat substitutes category, % brands vs. own-label, 2006-08
- What’s hotting up elsewhere?
- Spicing up the offer
- The future
Market Value and Forecast
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- Key points
- Above-average growth
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- Figure 9: UK retail value sales of meat-free foods and meat substitutes, 2003-08
- Improved offer boosts meat substitutes
- The future
- Forecast
- Healthy growth set to continue
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- Figure 10: Forecast of UK retail sales of meat-free foods and meat substitutes, at current prices, 2003-13
- Figure 11: Forecast of UK retail sales of meat-free foods and meat substitutes, at 2008 prices, 2003-13
- Demographic changes to promote growth
- Impact of tightening consumer budgets
Segment Performance
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- Key points
- Market shows sustained growth
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- Figure 12: UK retail value sales of meat-free foods, by storage type, 2006-08
- Snacks and ingredients are major growth points
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- Figure 13: UK retail value sales of meat-free foods, by meal type, 2006-08
- Meal centres
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- Figure 14: UK retail value sales of meat-free meal centres, by type, 2006-08
- Ready meals
- Snacks on the go
- Ingredients appeal to foodies
Market Share
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- Key points
- Premier first
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- Figure 15: Manufacturers’ shares in meat-free foods, 2006-08
- Meat substitutes heavily concentrated
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- Figure 16: Manufacturers’ branded shares in meat substitutes, 2006-08
Companies and Products
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- Figure 17: Brand map for meat-free foods, 2008
- Premier Foods
- Quorn
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- Figure 18: Quorn product range, November 2008
- Cauldron Foods
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- Figure 19: Cauldron product range, November 2008
- Northern Foods
- Dalepak
- Grassington's
- Hain Celestial
- Linda McCartney
- Realeat
- Heinz
- Birds Eye Iglo Group Ltd
- Goodlife Foods
- Tivall
- The Redwood Wholefood Company
- Wicken Fen
- Simply Organic
- Pick Me
- Cranks
- Alpro
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Brand Elements
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- Brand map
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- Figure 20: Attitudes and usage of meat-free food brands, September 2008
- Quorn
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 21: Attitudes towards the Quorn brand, September 2008
- Tivall
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 22: Attitudes towards the Tivall brand, September 2008
- Linda McCartney
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 23: Attitudes towards the Linda McCartney brand, September 2008
- Cauldron
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 24: Attitudes towards the Cauldron brand, September 2008
- Brand qualities of meat-free food brands
- Quorn healthiest, Cauldron most wholesome
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- Figure 25: Personalities of various meat-free food brands, September 2008
- Experience of meat-free food brands
- Quorn most frequently used, Tivall and Cauldron in the dark?
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- Figure 26: Consumer usage of various meat-free food brands, September 2008
- Brand intentions for meat-free food brands
- Familiarity breeds contempt in meat-free?
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- Figure 27: Consideration of various meat-free food brands, September 2008
- Brand momentum for meat-free food brands
- Most brands standing still
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- Figure 28: Momentum of various meat-free food brands, September 2008
- Brand satisfaction for meat-free food brands
- All brands equally satisfying
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- Figure 29: Satisfaction with various meat-free food brands, September 2008
- Brand commitment to meat-free food brands
- Quorn has strongest preference and loyalty
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- Figure 30: Commitment to various meat-free food brands, September 2008
- Round up
Brand Communication and Promotion
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- Key points
- Variable adspend on meat-free
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- Figure 31: Main monitored media advertising spend on main meat-free brands*, 2004-08
- Quorn the major advertiser
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- Figure 32: Main meat-free brands share of total advertising spend, Jan-Sept 2008
- Figure 33: Total media advertising spend on main meat-free brands, by brand, 2005-08
Channels to Market
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- Key points
- Supermarkets dominate sales of meat-free
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- Figure 34: Retail distribution of meat-free foods, by outlet type, 2006-08
- Figure 35: Retail distribution of meat substitutes, by outlet type, 2006-08
- The best in-store location?
The Consumer – Meat Appeal
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- Key points
- Combining meat and meat-free
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- Figure 36: Meat appeal (statements and nets), July 2008
- The difficult ones to convince
- Potential targets
- ‘Regular Meat-Free’ (33%)
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- Figure 37: Topline attitudes towards vegetarianism and eating meat, May 2006
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- Figure 38: Demographic features of ‘Regular Meat-Free’ consumers, July 2008
- ‘Meat Avoiders’ (10%)
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- Figure 39: Demographic features of ‘Meat Avoiders’, July 2008
- ‘Meat Reducers’ (23%)
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- Figure 40: Demographic features of ‘Meat Reducers’, July 2008
The Consumer – Meat-free Foods Repertoire
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- Key points
- Range of meat-free foods chosen
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- Figure 41: Repertoire of vegetarian foods/meat-free foods bought, July 2008
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- Figure 42: Repertoire of meat-free foods eaten, July 2008
- Opportunities with ‘Meat Reducers’
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- Figure 43: Average number of vegetarian/meat-free products bought in the last six months, by consumer typology, July 2008
- Meal centres and ready meals increase repertoire
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- Figure 44: Meat-free products bought by respondents who have bought one or two meat-free products in the last six months, July 2008
The Consumer – Attitudes towards Meat-Free Foods
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- Key points
- Attitudes towards meat-free
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- Figure 45: Attitudes towards vegetarian/meat-free foods, July 2008
- Still more variety needed
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- Figure 46: Demographic features of consumers who claim that ‘the variety of meat-free foods is poor’, July 2008
- How to engage with 16-19-year-olds
- Taste is the barrier for ‘Meat Lovers’
- Population divides evenly on meat-free foods
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- Figure 47: Attitudes towards vegetarian/meat-free foods, July 2008
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- Figure 48: Attitudes towards vegetarian/meat-free foods, by the number of types of vegetarian/meat-free foods bought in the last six months, July 2008
Appendix
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- Abbreviations
Appendix: Broader Market Environment
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- Figure 49: Trends and projections in UK population, by socio-economic group, 2003-13
- Figure 50: Trends and projections in UK population, by age, 2003-13
- Figure 51: Trends and projections in UK population, by lifestage, 2003-13
- Figure 52: Trends and projections in UK household size, 2003-13
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Appendix: The Consumer – Meat Appeal
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- Figure 53: Meat appeal (statements and nets), by demographic sub-group, July 2008
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- Figure 54: Meat appeal (statements and nets), by demographic sub-group, July 2008
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Appendix: The Consumer – Meat-free Foods Repertoire
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- Figure 55: Vegetarian/meat-free foods bought in the last six months, by demographic sub-group, July 2008
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- Figure 56: Vegetarian/meat-free foods bought in the last six months, by demographic sub-group, July 2008
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- Figure 57: Vegetarian/meat-free foods bought in the last six months, by demographic sub-group, July 2008
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- Figure 58: Number of types of vegetarian/meat-free foods bought in the last six months, by demographic sub-group, July 2008
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- Figure 59: Number of types of vegetarian/food-free foods bought in the last six months, by type of food bought, July 2008
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Appendix: The Consumer– Attitudes towards Meat-Free Foods
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- Figure 60: Attitudes towards vegetarian/meat-free foods, by demographic sub-group, July 2008
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- Figure 61: Attitudes towards vegetarian/meat-free foods, by demographic sub-group, July 2008
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- Figure 62: Attitudes towards vegetarian/meat-free foods, by demographic sub-group, July 2008
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- Figure 63: Attitudes towards vegetarian/meat-free foods, by demographic sub-group, July 2008
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- Figure 64: Attitudes towards vegetarian/meat-free foods, by demographic sub-group, July 2008
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- Figure 65: Consumer typologies (nets) by agreement with attitude statements on vegetarian foods and meat-free foods, July 2008
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- Figure 66: Consumer typologies (nets) by agreement with attitudinal statements towards vegetarian foods and meat-free foods, July 2008
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- Figure 67: Target groups on attitudes towards vegetarian/meat-free foods by demographic sub-group, July 2008
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- Figure 68: Target groups on attitudes towards vegetarian/meat-free foods, by statements, July 2008
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- Figure 69: Target groups on attitudes towards vegetarian/meat-free foods by statements and nets, July 2008
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- Figure 70: Target groups on attitudes towards vegetarian/meat-free foods, by the number of types of vegetarian/food-free foods bought in the last six months, July 2008
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- Figure 71: Target groups on attitudes towards vegetarian/meat-free foods, by types of vegetarian/food-free foods bought in the last six months, July 2008
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