Table of Contents
Introduction
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- Definition
- Definition of food allergy vs food intolerance
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Value sales and forecast of the UK meat-free and free-from market, 2007-17
- The future
- Market factors
- Discretionary spending comes under consumer reassessment
- A growing need to engage the older population
- Health remains an issue
- Companies, brands and innovation
- Quorn and Alpro dominate the market
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- Figure 2: Estimated brand shares in meat-free foods sector, 2011
- Figure 3: Estimated brand shares in free-from sector, 2011
- NPD continues to drive the market
- Quorn and Alpro dominate ad investment
- The consumer
- Sizeable minority buy into meat-free and free-from products
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- Figure 4: Types of vegetarian foods/meat-free or free-from foods bought, June 2012
- Scratch cooking is the preferred option for free-from
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- Figure 5: Attitudes towards free-from foods, June 2012
- Around half simply avoid dishes involving meat
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- Figure 6: Attitudes towards meat-free foods and substitutes, June 2012
- What we think
Issues in the Market
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- How can the meat-free market capture the health-conscious consumer?
- How much of a barrier are negative perceptions on taste for meat substitutes?
- How can brands encourage usage through educating consumers?
- What is the potential for growing sales among free-from users?
- How can the sector engage the over-55s?
Trend Application
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- Edutainment
- Snack Society
- East Meets West
Market Drivers
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- Key points
- Vegetarians and meat avoiders remain a niche part of the population
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- Figure 7: Agreement with lifestyle statements on meat avoidance and vegetarianism, 2008-12
- Health remains an issue
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- Figure 8: Agreement with selected lifestyle statements related to healthy diets and weight loss, 2008-12
- Half of the population check ingredients
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- Figure 9: Agreement with selected lifestyle statements on food ingredients and nutritional information, 2008-12
- Economy will dampen consumer spending
- Demographic changes
- Rise in under-35s bodes well for the overall market
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- Figure 10: Trends in the age structure of the UK population, 2007-12 and 2012-17
- Changes to socio-economic groups will impact the market
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- Figure 11: Forecast adult population trends, by socio-economic group, 2007-17
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Definition
- Own-label takes on brands to further penetrate the meat-free and free-from markets
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- Figure 12: New product development in the meat-free market, by brand and own-label, 2008-12
- Figure 13: New product development activity in the free-from market, by brand and own-label, 2008-12
- Meat-free dishes see a revamp
- Gluten-free launches account for less than 10% of bakery NPD
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- Figure 14: Share of gluten-free* products in all new bakery product launches, 2008-12
- Expanding everyday essentials in free-from
- Trends in new product launches in meat-free foods
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- Figure 15: Share of vegetarian/vegan products* in all new prepared meals product launches, 2008-12
- Brands look to alternative fish products
- Quorn taps into lunchtime meal market
- Free-from dairy segment enjoys active NPD
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- Figure 16: Share of low/no/reduced lactose* products in all new dairy product launches, 2008-12
- Non-specialist brands tap into free-from market
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- Figure 17: New product launches in the UK free-from market, by top ten companies, (sorted by 2011 data) 2008-12
Market Value and Forecast
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- Key points
- Meat-free and free-from expected to see continued growth
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- Figure 18: UK retail sales of meat-free* and free-from** foods, by value, 2007-17
- The future
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- Figure 19: Value sales and forecast of the UK meat-free* and free-from** market, 2007-17
- Segmentation
- The future of meat-free looks to be stable
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- Figure 20: Value sales and forecast of the UK meat-free* market, 2007-17
- Free-from to see robust growth
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- Figure 21: Value sales and forecast of the UK free-from* market, 2007-17
- Forecast methodology
Segment Performance
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- Key points
- Meat-free
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- Figure 22: UK retail value sales of meat-free foods, 2007-17
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- Figure 23: UK retail value sales of meat-free foods, by type, 2010-12
- Figure 24: UK retail value sales of meat-free foods, by segment, 2010-12
- Free-from
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- Figure 25: UK retail value sales of free-from foods, 2007-17
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- Figure 26: Estimated UK retail sales of free-from foods, by value, by type, 2010-12
- Gluten/wheat-free bolstered by NPD
- Dairy-free sees steady growth
Market Share
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- Key points
- Quorn leads the meat-free market
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- Figure 27: Estimated value sales of leading UK brands in the meat-free foods sector, 2010 and 2011
- Alpro leads free-from sales
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- Figure 28: Estimated value sales of leading UK brands in the free-from foods sector, 2010 and 2011
- Dairy-free
- Gluten/wheat-free
Companies and Products
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- Meat-free
- Exponent Private Equity
- Hain Celestial
- Amy’s Kitchen
- Tivall
- Innocent
- Free-from
- Alpro – Dean Foods
- Arla Foods
- Doves Farm Foods
- Dr Schär UK
- Finsbury Food Group
- Genius Foods
- Kallo Foods
- Mrs Crimble’s
Brand Communication and Promotion
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- Key points
- Quorn dominates adspend with brand revamp
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- Figure 29: Adspend in the meat-free market, by leading brands, 2008-12
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- Figure 30: Quorn’s adspend, by product type, 2011 and 2012
- Free-from dairy brands invest in advertising to promote NPD
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- Figure 31: Adspend in the free-from market, by leading brands, 2008-12
Channels to Market
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- Key points
- The grocery chains dominate the meat-free market
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- Figure 32: Retail distribution of meat-free foods, by outlet type, 2010-12
- Trading on exclusivity
- The grocers account for more than three quarters of the free-from market
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- Figure 33: Retail distribution of free-from foods*, by outlet type, 2010-12
- Specialists appeal to a small minority
Consumer – Usage
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- Key points
- Sizeable minority buy into meat-free products
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- Figure 34: Types of vegetarian foods/meat-free or free-from foods bought, June 2012
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- Figure 35: Index of purchasing habits of any vegetarian/meat-free foods, by gender, age, socio-economic group and annual household income (average = 100), June 2012
- Free-from foods are bought by discerning consumers
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- Figure 36: Purchasing of any free-from foods, by region and area, June 2012
- Gluten-free bought by almost one in ten
Consumer – Foods Avoided
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- Key points
- Less than a fifth of consumers avoid foods
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- Figure 37: Foods/ingredients avoided, June 2012
- Free-from foods are beholden to a small consumer base
- More than a tenth avoid red meat as part of a healthy lifestyle
Consumer – Attitudes Towards Free-from Food
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- Key points
- Scratch cooking is the preferred option
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- Figure 38: Attitudes towards free-from foods, June 2012
- NPD could appeal to more than a third
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- Figure 39: Index of agreement with the statement ‘I would like to see a wider range of on-the-go/snack items in free-from foods’, by gender, socio-economic group and marital status (average = 100), June 2012
- Minority of buyers prefer specialists
- A reluctant consumer base
Consumer – Attitudes Towards Vegetarian/Meat-free Food
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- Key points
- The majority are willing to try new brands
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- Figure 40: Attitudes towards vegetarian/meat-free foods, June 2012
- Positive attributes such as lightness and variety appeal to a third
- Cheaper alternative to meat/fish/poultry
- Women are significantly more engaged
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- Figure 41: Attitudes towards vegetarian/meat-free foods, by gender, June 2012
Consumer – Attitudes Towards Meat-free Food and Substitutes
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- Key points
- Around half simply avoid dishes involving meat
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- Figure 42: Attitudes towards meat-free foods and substitutes, June 2012
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- Figure 43: Agreement with the statement ‘If I want to avoid meat, I choose dishes that do not require meat/meat substitutes’, by household size, June 2012
- NPD opportunities for buyers of vegetarian/meat-free foods
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- Figure 44: Attitudes towards meat-free foods and substitutes, by most popular types of vegetarian foods/meat-free bought, June 2012
- Barriers to usage
- Perceptions of taste remain negative
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- Figure 45: Selected attitudes towards meat-free foods and substitutes, by gross household income, June 2012
- Consumers uncertain on cost
- Education is an issue
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- Figure 46: Selected attitudes towards meat-free foods and substitutes, June 2012
Targeting Opportunities – Meat-free Foods and Substitutes
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- Key points
- Four target groups
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- Figure 47: Target groups based on attitudes towards meat-free foods and substitutes, May 2012
- Uninterested (46%)
- Reluctant (17%)
- Enthusiasts (18%)
- Moderates (19%)
Appendix – Market Drivers
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- Figure 48: Agreement with selected lifestyle statements, by demographics, 2012
- Figure 49: Agreement with selected lifestyle statements, by demographics, 2012
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- Figure 50: Prone to specific food allergy, 2008-12
- Figure 51: Prone to specific food allergy, by demographics, 2012
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- Figure 52: GDP, PDI, consumer expenditure and savings, at constant 2012 prices, 2007-17
- Figure 53: Trends in the age structure of the UK population, 2007-17
- Figure 54: Forecast adult population trends, by socio-economic group, 2007-17
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Appendix – Who’s Innovating?
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- Figure 55: Share of meat substitute products in all new processed fish, meat and egg product launches, 2008-12*
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Appendix – Market Size and Forecast
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- Figure 56: Best- and worst-case forecasts for meat-free and free-from foods, by value, 2012-17
- Figure 57: Best- and worst-case forecasts for meat-free foods, by value, 2012-17
- Figure 58: Best- and worst-case forecasts for free-from foods, by value, 2012-17
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Appendix – Consumer – Usage
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- Figure 59: Most popular types of vegetarian foods/meat-free or free-from foods bought, by demographics, June 2012
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- Figure 60: Next most popular types of vegetarian foods/meat-free or free-from foods bought, by demographics, June 2012
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- Figure 61: Other types of vegetarian foods/meat-free or free-from foods bought, by demographics, June 2012
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Appendix – Consumer – Foods Avoided
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- Figure 62: Foods/ingredients avoided, by demographics, June 2012
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- Figure 63: Foods/ingredients avoided, by demographics, June 2012
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- Figure 64: Foods/ingredients avoided, by demographics, June 2012
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- Figure 65: Foods/ingredients avoided, by demographics, June 2012
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- Figure 66: Foods/ingredients avoided, by demographics, June 2012
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- Figure 67: Foods/ingredients avoided, by demographics, June 2012
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Appendix – Consumer – Attitudes Towards Free-from Food
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- Figure 68: Attitudes towards free-from foods, by demographics, June 2012
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Appendix – Consumer – Attitudes Towards Vegetarian/Meat-free Food
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- Figure 69: Most popular attitudes towards vegetarian/meat-free foods, by demographics, June 2012
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- Figure 70: Next most popular attitudes towards vegetarian/meat-free foods, by demographics, June 2012
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Appendix – Consumer – Attitudes Towards Meat-free Food and Substitutes
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- Figure 71: Agreement with the statements ‘If I want to avoid meat, I choose dishes that do not require meat/meat substitutes’ and ‘I would not use meat substitutes for certain recipes’, by demographics, June 2012
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- Figure 72: Agreement with the statements ‘I do not like the taste of meat substitutes’ and ‘Vegetarian/meat-free foods taste bland’, by demographics, June 2012
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- Figure 73: Agreement with the statements ‘I don’t know how to cook with meat substitutes’ and ‘I do not understand what meat-free foods are made of’, by demographics, June 2012
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- Figure 74: Agreement with the statements ‘Vegetarian/meat-free products are healthier than meat-based foods’ and ‘I would like to see a wider variety of foods made with meat substitutes’, by demographics, June 2012
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- Figure 75: Agreement with the statements ‘I prefer dishes that are traditionally meat-free to meat substitutes’ and ‘Vegetarian/meat-free dishes are less filling’, by demographics, June 2012
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- Figure 76: Agreement with the statement ‘Meat-free products offer value for money’, by demographics, June 2012
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Appendix – Targeting Opportunities
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- Figure 77: Target groups, by demographics, May 2012
- Figure 78: Types of vegetarian foods/meat-free or free-from foods bought, by target groups, June 2012
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- Figure 79: Foods/ingredients avoided, by target groups, June 2012
- Figure 80: Attitudes towards vegetarian/meat-free foods, by target groups, June 2012
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