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Meat-free Foods - UK - May 2017

OVERVIEW
What you need to know
Products covered in this Report
EXECUTIVE SUMMARY
The market
Figure 1: UK retail value sales of meat-free foods, 2011-21
The perceived dangers of eating too much meat
Plant proteins seen in a positive light
Sainsbury’s looks to boost vegetable consumption through store redesigns
Companies and brands
Own-label dominates meat-free, but is in decline
Quorn leads the brands
Cauldron goes from strength to strength
Linda McCartney is the star performer in frozen meat-free foods
A big NPD push from brands pays dividends
More emphasis is placed on protein in meat-free
Flexitarian launches bring the best of both worlds to meat
Adspend on meat-free doubles over 2012-16
The consumer
Despite Britain still being a nation of meat eaters, 28% of people have cut back
Figure 2: Consumers’ meat eating habits, by gender, March 2017
A diversity of reasons for cutting back, but health is top
The environmental message is getting through to under-25s
Figure 3: Reasons why consumers have/would be interested in limiting/reducing the amount of red meat/poultry they eat and reasons for meat avoidance, March 2017
Low frequency of usage of meat-free foods
Notably higher usage among meat avoiders and reducers
Figure 4: Frequency of usage of meat-free foods, March 2017
Meat is held in high regard for its nutritional content
Concerns linger over ingredients in meat substitutes
The younger generation are hungry for more recipe suggestions
Figure 5: Attitudes towards meat-free foods, March 2017
Meat substitutes are marred with a bland image
Figure 6: Qualities associated with meat-free foods, March 2017
Figure 7: Further qualities associated with meat-free foods, March 2017
What we think
ISSUES AND INSIGHTS
Being more vocal about the ethical and environmental benefits of meat-free foods can tap into feel-good eating
The facts
The implications
A need for meat substitutes to prove their nutritional worth
The facts
The implications
Making recipe inspiration more visible can encourage experimentation
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Meat-free food sales in decline over 2013-15
The market turns a corner in 2016
Chilled dominates, but only frozen enjoyed growth in 2016
The perceived dangers of eating too much meat
Plant proteins seen in a positive light
Sainsbury’s looks to boost vegetable consumption through store redesigns
MARKET SIZE AND FORECAST
Meat-free food sales in decline over 2013-15
The market turns a corner in 2016
Figure 8: UK retail volume and value sales of meat-free foods, 2011-21
The future
Figure 9: UK retail value sales of meat-free foods, 2011-21
Figure 10: UK retail volume sales of meat-free foods, 2011-21
Forecast methodology
MARKET SEGMENTATION
Chilled dominates meat-free…
…but only frozen enjoyed growth in 2016
Figure 11: UK retail value and volume sales of meat-free foods, by segment, 2011-16
Figure 12: UK retail value and volume sales of frozen meat-free foods, by sub-segment, 2011-16
Sausages and snacks add most value to the chilled segment in 2016
Figure 13: UK retail value and volume sales of chilled meat-free foods, by sub-segment, 2011-16
MARKET DRIVERS
Health concerns around meat fuel the ‘flexitarian’ trend
Plant proteins seen in a positive light
Foodservice embraces vegetarianism and veganism
Sainsbury’s looks to boost vegetable consumption through store redesigns
Concerns around antibiotics in meat could give a further boost
UN panel advocates tax on meat to preserve environment
Consumer cutbacks on meat as incomes tighten could benefit some products more than others
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Own-label dominates meat-free, but is in decline
Quorn leads the brands
Linda McCartney is the star performer in frozen meat-free foods
A big NPD push from brands pays dividends
A hike in vegan launches
More emphasis is placed on protein in meat-free
Flexitarian launches bring the best of both worlds to meat
Adspend on meat-free doubles over 2012-16
MARKET SHARE
Own-label dominates meat-free, but is in decline
Quorn leads the brands
Cauldron goes from strength to strength
Figure 14: Leading brands’ sales and shares in the UK chilled meat-free foods market, by value and volume, 2014-16
Figure 15: Leading manufacturers’ sales and shares in the UK chilled meat-free foods market, by value and volume, 2014-16
Linda McCartney is the star performer in frozen meat-free foods
Birds Eye loses sales as consumers trade up
Figure 16: Leading brands’ sales and shares in the UK frozen meat-free foods market, by value and volume, 2014-16
Figure 17: Leading manufacturers’ sales and shares in the UK frozen meat-free foods market, by value and volume, 2014-16
LAUNCH ACTIVITY AND INNOVATION
NPD within meat substitutes lags far behind that in animal-based proteins
Figure 18: Share of new launches in the processed meat, poultry, fish and egg products market, by segment, 2012-17*
A big NPD push from brands pays dividends
Figure 19: Share of new launches in the meat substitute market, by brands versus private label, 2012-16
A busy schedule of NPD for Quorn
Figure 20: Share of new launches in the meat substitute market, by company (top 5 in 2016), 2012-17
A hike in vegan launches
The Vegetarian Society rolls out new vegan trademark
Combining meat-free with other free-from credentials
Figure 21: Share of new launches in the meat substitute market, by claim (top 10 in 2016, excluding vegetarian), 2012-17
More emphasis is placed on protein in meat-free
The positivity surrounding plant proteins is being harnessed
Exciting flavours in meat-free
Bright vegetables make a growing appearance in meat-free…
…however five-a-day claims can bring tangibility to health benefits
Flexitarian launches bring the best of both worlds to meat
New healthier sausage brand launches at Tesco
The arrival of the Funky Flexitarian
A new addition to the Flexilicious range
Growing competition for meat-free from prepared meals
Figure 22: Share of new launches in the prepared meals market carrying a vegetarian and vegan claim, 2012-16
ADVERTISING AND MARKETING ACTIVITY
Adspend on meat-free doubles over 2012-16
Figure 23: Total above-the line, online display and direct mail advertising expenditure on meat-free foods, 2012-16
Figure 24: Total above-the line, online display and direct mail advertising expenditure on meat-free foods, by advertiser, 2012-16
Quorn focuses on health to appeal to a general audience
New Olympians recruited in 2017
Putting the focus on taste
Highlighting environmental credentials via social media
Charities advocate meat reduction
Vegan organisation looks to eclipse vegetarianism in attack on the farming industry
Nielsen Ad Intel coverage
THE CONSUMER – WHAT YOU NEED TO KNOW
Despite still being a nation of meat eaters, 28% have cut back
Women, 25-34s, Londoners most likely to limit/reduce meat intake
A diversity of reasons for cutting back, but health is top
The environmental message is getting through to under-25s
Low frequency of usage of meat-free foods
Notably higher usage among meat avoiders and reducers
Meat is held in high regard for its nutritional content
Concerns linger over ingredients in meat substitutes
Meat substitutes are marred with a bland image
The younger generation are hungry for more recipe suggestions
MEAT EATING HABITS
Britain remains a nation of meat eaters
Over a quarter of meat eaters have already cut back
Women, 25-34s, Londoners most likely to limit/reduce meat intake
Meat avoidance is most prevalent among young women
Figure 25: Consumers’ meat eating habits, by gender, March 2017
Veganism remains niche
Figure 26: Diets followed by non-meat eaters, March 2017
REASONS FOR MEAT REDUCTION AND AVOIDANCE
A diversity of reasons to restrain meat intake
Health is the top reason for cutting back on meat
Figure 27: Reasons why consumers have/would be interested in limiting/reducing the amount of red meat/poultry they eat and reasons for meat avoidance, March 2017
Weight management is a key driver
Ethical and environmental reasons drive meat avoidance
The environmental message is getting through to under-25s…
…but brands should be more vocal about their benefits
Tangible benefits can show consumers that they can make a difference
USAGE OF MEAT-FREE FOODS
Low levels of usage of meat-free foods
Figure 28: Frequency of usage of meat-free foods, March 2017
Notably higher usage among meat avoiders…
Figure 29: Usage of meat-free foods, by consumers’ meat eating habits, March 2017
…and those limiting/reducing meat
ATTITUDES TOWARDS MEAT-FREE FOODS
Meat is held in high regard for its nutritional content…
Figure 30: Attitudes towards meat-free foods, March 2017
…presenting a need for meat substitutes to prove their nutritional worth
Iron and amino acids explored by meat-free brands
Concerns linger over ingredients in meat substitutes…
…with meat-esque products having the biggest mountain to climb
The younger generation are hungry for more recipe suggestions
Recipes must get on the path of shoppers
‘Little Twists’ campaign has relevance for meat-free
Social media can help make recipe ideas visual
Bloggers/vloggers are having an impact
QUALITIES ASSOCIATED WITH MEAT-FREE FOODS
Widespread uncertainty about meat-free products
Meat substitutes are marred with a bland image
Exciting flavours needed to tap into “foodie” trends
Rotating ranges can bring excitement and newness
Figure 31: Qualities associated with meat-free foods, March 2017
Figure 32: Further qualities associated with meat-free foods, March 2017
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
Forecast Methodology
APPENDIX – MARKET SIZE AND FORECAST
Figure 33: Best- and worst-case forecast of total UK retail value sales of meat-free foods, 2016-21
Figure 34: Best- and worst-case forecast of total UK retail volume sales of meat-free foods, 2016-21

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