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Meat-free foods - UK - November 2019

OVERVIEW
What you need to know
Products covered in this Report
EXECUTIVE SUMMARY
The market
Meat-free market continues impressive growth…
…fuelled by NPD in response to the growing flexitarian trend
Figure 1: Forecast of UK retail value sales of meat-free foods, 2014-24
Meat-free growth looks set to continue at a slower pace
Chilled still dominates but frozen sees faster growth
Figure 2: UK retail value sales of meat-free foods, by segment, 2014-19
Health concerns remain the key driver for flexitarian trend...
…but more awareness over environmental issues linked to meat production
Meat-free foodservice helps to maintain hype around the movement
Companies and brands
Own-label continues to dominate the chilled meat-free market
Quorn sees chilled sales falter, smaller brands do well
Figure 3: Leading brands’ sales and shares in the UK chilled meat-free foods market, by value, 2016/17-2018/19
Meat-free food launches accelerate
NPD in frozen meat-free products boosts success overall
Major supermarkets extend their meat-free ranges
Adspend on meat-free foods rocketed in 2018
The consumer
The UK remains a nation of meat eaters, but meat reduction trend gathers momentum
Figure 4: Consumers’ meat eating habits, 2017-19
A big rise in usage of meat-free foods, yet usage frequency remains low
Figure 5: Usage frequency for meat-free foods, September 2019
Health-related factors hold a lot of sway
Figure 6: Meat-free foods buying factors, September 2019
Eating meat-free foods makes people feel good
Figure 7: Meat-free foods eating and buying behaviours, September 2019
Meat-free foods face tough competition from other categories
Figure 8: Non-users’ behaviours relating to meat-free foods, September 2019
Children represent a missed opportunity
Figure 9: Qualities associated with selected types of meat-free foods, September 2019
What we think
ISSUES AND INSIGHTS
Meat-free brands need to work harder on their holistic environmentally friendly credentials
The facts
The implications
Meat-free industry can benefit from widening its target audience
The facts
The implications
Upping their nutritional game would boost meat-free products’ appeal
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Meat-free market continues impressive growth spurt…
…fuelled by NPD in response to the growing flexitarian trend
Meat-free growth looks set to continue, but at a slower pace
Chilled still dominates but frozen sees faster growth
Health concerns remain the key driver for flexitarian trend...
…but more awareness over environmental issues linked to meat production
Meat-free foodservice helps to maintain hype around the movement
The ageing population is currently a barrier, but scope to target over-55s
MARKET SIZE AND FORECAST
Growth continues for meat-free foods
Figure 10: UK retail value and volume sales of meat-free foods, 2014-24
Further value and volume growth predicted over 2019-24
Figure 11: Forecast of UK retail value sales of meat-free foods, 2014-24
Figure 12: Forecast of UK retail volume sales of meat-free foods, 2014-24
Forecast methodology
MARKET SEGMENTATION
Chilled dominates but frozen sees stronger growth
Figure 13: UK retail value and volume sales of meat-free foods, by segment, 2014-19
Ready meals continue to lead in chilled meat-free foods
Pastry-based products see values rise but volumes stagnate
Figure 14: UK retail value and volume sales of chilled meat-free foods, by sub-segment, 2017-19
All sub-segments see value growth within frozen
Figure 15: UK retail value and volume sales of frozen meat-free foods, by sub-segment, 2017-19
MARKET DRIVERS
Health concerns continue to encourage ‘flexitarianism’ trend
Awareness around the environmental impact of meat production looks to be growing
Figure 16: The Fry Family Food Co Rice Protein & Quinoa Stir-Fry Strips
Figure 17: The Meatless Farm Co Meat Free Sausages
Environmentally friendly packaging is in the limelight
More foodservice launches help to maintain the buzz around meat-free foods
Competition growing in the meal box providers category
Potential for Brexit to benefit the meat-free market
Meat industry responds to meat-free threat through NPD
The ageing population is currently a barrier, but scope to target over-55s
Increase in number of children could benefit meat-free
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Own-label continues to dominate the chilled meat-free market
Quorn sees chilled sales falter but still leads frozen meat-free market
Smaller brands in chilled see sales rise
Meat substitute launches accelerate
NPD in frozen meat-free products boosts success overall
A rise in high/added-protein claims in 2018
Major supermarkets extend their meat-free ranges
Adspend on meat-free foods rocketed in 2018
Meat-free campaigns get bigger and better
MARKET SHARE
Own-label continues to dominate the chilled meat-free market
Figure 18: Leading brands’ sales and shares in the UK chilled meat-free foods market, by value and volume, 2016/17-2018/19
Leading brand Quorn sees sales fall
Smaller brands see sales rise
Figure 19: Leading manufacturers’ sales and shares in the UK chilled meat-free foods market, by value and volume, 2016/17-2018/19
Quorn sees steady value growth but own-label challenges in frozen
Figure 20: Leading brands’ sales and shares in the UK frozen meat-free foods market, by value and volume, 2016/17-2018/19
LAUNCH ACTIVITY AND INNOVATION
Meat substitute launches accelerate
Figure 21: Share of new launches in the processed meat, poultry, fish, meat substitutes and egg products market, by segment, 2015-19
Frozen product innovation boosts segment success
Figure 22: New product launches in the UK meat-free foods market, by segment, 2015-19
Vegan product claims surge in 2019
Companies focus on ‘plant-based’ rather than ‘vegan’ message
Figure 23: New product launches in the UK meat-free foods market, by top 20 claims, 2015-19 (sorted by 2018)
A rise in high/added-protein claims in 2018
Use of pea protein jumps in 2019
Figure 24: Birds Eye Green Cuisine Sausages
Figure 25: Naturli’s Pea Based Sausages
Brands associated with meat diversify into meat-free space
Sainsbury’s launches plant-based tertiary range
Meat-free innovation gets fishy
Figure 26: Sophie’s Kitchen Vegan Fish Products
Figure 27: Loma Linda Tuno
Jackfruit jumps in
Figure 28: Retail examples of Jackfruit products
A flurry of seasonal celebration food launches in meat-free foods
Major supermarkets extend their meat-free ranges
Figure 29: Share of new launches in the meat substitutes market, by company (sorted by 2018), 2015-19
Holland & Barrett launches on-the-go lunch range
Attempts to make vegan “dirty” and edgy
Figure 30: Squeaky Bean 100% dirty vegan No Chicken Nuggets
Figure 31: Oumph! Spiced Kebab
ADVERTISING AND MARKETING ACTIVITY
Adspend on meat-free foods rocketed in 2018
Figure 32: Total above-the-line, online display and direct mail advertising expenditure on meat-free foods, 2015-19
Huge increase in adspend on Quorn driven by digital advertising
Quorn unveils ‘Healthy Protein, Healthy Planet’ message in 2019
Figure 33: Total above-the-line, online display and direct mail advertising expenditure on meat-free foods, by advertiser, 2015-19 (sorted by 2018)
Birds Eye invests £2 million to support its Green Cuisine launch
Vivera launches the ‘Goodness revolution’ campaign
Tesco causes controversy with its meat-free Food Love Story
The Meatless Farm Co secures huge deal with Channel 4
Linda McCartney Foods spreads kindness message
Meat-free campaigns and events get bigger and better
Figure 34: Sainsbury’s meat-free butcher pop-up, Bethnal Green, June 2019
Nielsen Ad Intel coverage
THE CONSUMER – WHAT YOU NEED TO KNOW
The UK remains a nation of meat eaters
The meat reduction trend continues to gather momentum
Under-45s and parents of under-16s are most likely to have limited/reduced meat intake
Meat-free foods face tough competition from other categories
Meat-free products should promote their versatility
Clean labels can help meat-free foods compete with scratch cooking
Two thirds of adults eat meat-free foods, up from 50% in 2017…
…yet usage frequency remains low
Under-35s and parents are the core users
Health-related factors hold a lot of sway
An exciting flavour exerts most influence over purchasing choice
A third seek out low prices
Eating meat-free foods makes people feel good
Children represent a missed opportunity
MEAT EATING HABITS
The UK remains a nation of meat eaters
Figure 35: Consumers’ meat eating habits, 2017-19
The meat reduction trend continues to gather momentum
Under-45s and parents of under-16s are most likely to have limited/reduced meat intake
A further 13% are interested in making changes in future
Alternative diets remain niche
Figure 36: Diets followed by non-meat/poultry eaters, September 2019
USAGE OF MEAT-FREE FOODS
Two thirds of adults eat meat-free foods, up from 50% in 2017
Figure 37: Usage of meat-free foods, 2017-19
Figure 38: Usage of meat-free foods, by meat eating habits, September 2019
Vegetable-based products are most popular
Figure 39: Usage of meat-free foods, by type, 2017-19
Usage frequency remains low
Figure 40: Usage frequency for meat-free foods, September 2019
Under-35s and parents are the core users
One in four eat all six types of meat-free foods
Figure 41: Repertoire of types of meat-free products eaten, September 2019
MEAT-FREE FOODS BUYING FACTORS
Health-related factors hold a lot of sway
Figure 42: Meat-free foods buying factors, September 2019
Low fat content and high protein are on a par
Low-fat claims warrant more attention
Figure 43: Front-of-pack nutritional claims on Naked Glory’s Meat Free Sausages
Despite high demand 5-a-day claims are rare
Figure 44: Examples of meat-free foods contributing to consumers’ 5-a-day, 2019
An exciting flavour exerts most influence over purchasing choice
A third seek out low prices
MEAT-FREE FOODS EATING AND BUYING BEHAVIOURS
Eating meat-free foods makes people feel good
Figure 45: Meat-free foods eating and buying behaviours, September 2019
Products can benefit from proving they are a good environmental choice
Figure 46: The Meatless Farm Co packaging information relating to carbon footprint
Figure 47: This is not Chicken Plant-Based Tikka Pieces packaging information relating to carbon footprint
Environmentally friendly packaging can boost consumer mood
Environmentally friendly packaging is important to meat-free consumers
Figure 48: 90% Free of Plastic Packaging claim on This Isn’t Chicken Plant-Based Goujons
Mixed feelings over in-store positioning of meat-free foods
NON-USERS’ BEHAVIOURS RELATING TO MEAT-FREE FOODS
Meat-free foods face tough competition from other categories
Figure 49: Non-users’ behaviours relating to meat-free foods, September 2019
Meat-free products should promote their versatility
Clean labels can help meat-free foods compete with scratch cooking
Figure 50: Redesign of Birds Eye Veggie Fingers
‘Meat-like’ names hold minimal sway among non-users
QUALITIES ASSOCIATED WITH SELECTED TYPES OF MEAT-FREE FOODS 
A need to focus on protein content
Figure 51: Qualities associated with selected types of meat-free foods, September 2019
Figure 52: Sojade So Fingers with Breadcrumbs and Seeds Protein
Few people deem meat-free foods to be child-friendly…
Figure 53: Products from Ella’s Kitchen Big Kids range
…representing a missed opportunity
The appeal of meat-free foods drops among the older generation
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
APPENDIX – MARKET SIZE AND FORECAST
Forecast methodology
Figure 54: UK value sales of meat-free foods, best- and worst-case forecast, 2019-24
Figure 55: UK volume sales of meat-free foods, best- and worst-case forecast, 2019-24
APPENDIX – MARKET SHARE
Figure 56: Leading manufacturers’ sales and shares in the UK frozen meat-free foods market, by value and volume, 2016/17-2018/19
APPENDIX – THE CONSUMER
Figure 57: Usage of meat-free foods, by type, by meat eating habits, September 2019

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