Meat-free and Free-from Foods - UK - September 2013:Industry Analysis Report

Meat-free and Free-from Foods - UK - September 2013
A key weakness for the meat-free market is that over half of adults note that meat substitutes lack flavour. A
potential solution lies in adapting the recipes of these lines as a large minority of adults note a keenness to try
meat substitute pieces containing herbs/spices with agreement rising to 55% of under-35s – the biggest
users of these foods.
table Of Content
introduction
definition
vegetarian/meat-free Foods
free-from Foods, Or Foods Catering For Food Hypersensitivity Ie Food Intolerance And Allergies
definition Of Food Allergy Vs Food Intolerance
excluded
abbreviations
executive Summary
the Market
the Meat-free And Free-from Markets Are Forecast To Enjoy Steady Growth
figure 1: Value Retail Sales And Forecast Of The Uk Meat-free* Market, 2008-18
figure 2: Value Retail Sales And Forecast Of The Uk Free-from* Market, 2008-18
segment Performance
figure 3: Uk Retail Value Sales Of Meat-free Food, By Sector, 2013 (est)
market Factors
horsemeat Scandal Has Little Sales Impact On Meat-free
food Allergies Among Children Have Increased
ageing Population Could Present A Challenge For The Market
companies, Brands And Innovation
own-label Npd Is On Course To Overtake Branded In Meat Substitutes
morrisons Leads The Charge With Npd
warburtons Rebrands Gluten-free Range As Newburn Bakehouse
heinz Makes It Gluten-free Debut
quorn Dominates Adspend In Meat-free
quorn Reinforces Its Market Leadership
figure 4: Leading Brands’ Value Shares In The Uk Chilled Vegetarian Products Market, 2013
alpro Leads The Free-from Market
the Consumer

12% Of Adults Are Vegetarians/vegans
red Meat Is The Most Typically-avoided Food
quorn-based Products Are The Most Popular Meat Alternatives
one In Four Adults Have Eaten And An Equal Number Have Bought Free-from Food
meat-free Food Is Perceived As A Healthy And Green Option
figure 5: Consumer Perceptions Of Meat-free Products, July 2013
high Protein Content Struggles To Offset Flavour Disappointment
figure 6: Consumer Attitudes Towards Vegetarian And Meat-free Products, July 2013
one In Three Want To See More Own-label Free-from Food
figure 7: Consumer Attitudes Towards Free-from Products, July 2013
what We Think
issues In The Market
how Can Meat Substitute Brands Encourage Stronger Usage?
what Npd Is There Strong Interest In In The Free-from Market?
which Factors Are Most Likely To Encourage Meat-eaters To Switch To Meat Substitutes?
how Can Manufacturers Reinforce Usage Among Families?
trend Application
trend: Man In The Mirror
trend: Guiding Choice
mintel Futures Trend: Generation Next
market Drivers
key Points
the Impact Of The Horsemeat Scandal
calls For Prescribed Gluten-free Food To Be Scrapped
labelling For Allergy Sufferers Could Be Made Clearer
food Allergies Among Children Have Increased
ageing Population Could Present A Challenge For The Market
figure 8: Projected Trends In Population Growth, By Age, 2013-18
strengths And Weaknesses
strengths
weaknesses
who’s Innovating?
key Points

definition
new Food Launches Featuring Vegetarian Claims Reaches Four-year High In 2012
figure 9: Share Of New Product Launches Within Uk Meat-free And Free-from Categories, Of Total Uk Food
Launches, 2009-13*
own-label Npd In Meat Substitutes Is On Course To Overtake Branded
figure 10: Share Of New Product Launches Within The Uk Meat Substitutes Market, Own-label Vs Branded,
2009-13*
figure 11: Share Of New Product Launches Within The Uk Meat Substitutes Market, By Company, 2009-13*
morrisons Leads The Charge With Own-label Activity In 2013
chilled Formats Regain Share Of Npd
figure 12: Share Of New Product Launches Within The Uk Meat Substitutes Market, By Storage, 2009-13*
quorn Updates Recipes With Improved Flavours
meet The Alternative Launches With A Meaty Appearance
sauces And Seasonings A Focus For Gluten-free Npd
figure 13: Share Of New Product Launches Within The Uk Gluten-free Market, By Product Category,
2009-13*
heinz Makes Its Gluten-free Debut
figure 14: Share Of New Product Launches Within The Uk Gluten-free Market, By Brand, 2009-13*
warburtons Gluten-free Bread Range Is Renamed Newburn Bakehouse…
as Genius Gains A New Look And Asda Listings
alpro Leads Npd In Lactose-free Sector
figure 15: Share Of New Product Launches Within The Uk Lactose-free Market, By Company, 2009-13*
market Size And Forecast
key Points
the Meat-free And Free-from Markets Are Forecast To Enjoy Steady Growth
the Meat-free Market
figure 16: Value Sales And Forecast Of The Uk Meat-free* Market, 2008-18
figure 17: Uk Retail Value And Volume Sales Of Meat-free Foods*, 2008-18
the Free-from Market
figure 18: Value Sales And Forecast Of The Uk Free-from* Market, 2008-18
figure 19: Uk Retail Value Sales Of Free-from Foods*, 2008-18
forecast Methodology
segment Performance
key Points
chilled Marginally Extends Its Lead Over Frozen
figure 20: Uk Retail Value And Volume Sales Of Meat-free Food, By Storage, 2010-12
ready Meals Drive Volume Growth
figure 21: Uk Retail Value Sales Of Meat-free Foods, By Segment, 2010-12
figure 22: Uk Retail Volume Sales Of Meat-free Foods, By Segment, 2010-12

gluten And Dairy-free Continue To Enjoy Strong Growth
figure 23: Estimated Uk Retail Sales Of Free-from Foods, By Type, By Value, 2010-12
market Share
key Points
quorn Outperforms The Chilled Vegetarian Market In Value Terms
figure 24: Leading Brands’ Value Shares In The Uk Chilled Vegetarian Products Market, 2013
figure 25: Leading Brands’ Sales And Shares In The Uk Chilled Vegetarian Products Market, By
Value And Volume, 2011/12* And 2012/13**
quorn’s Value Sales Outpace Volume Growth
figure 26: Leading Brands’ Sales And Shares In The Uk Frozen Vegetarian Products Market, By
Value And Volume, 2011/12* And 2012/13**
alpro Sales Benefit From New Nut-based Drinks
figure 27: Estimated Value Sales Of Leading Uk Brands In The Free-from Foods Sector, 2011 And 2012
genius Goes From Strength To Strength
companies And Products
quorn Foods (quorn, Cauldron)
hain Celestial (linda Mccartney, Realeat)
free-from
alpro – Dean Foods
genius Foods
warburtons
brand Communication And Promotion
key Points
adspend In Meat-free Is Reliant On Quorn
figure 28: Total Adspend In The Meat-free Market, 2009-13*
figure 29: Total Adspend In The Meat-free Market, By Brand, 2009-13*
alpro Invests In Almond Milk Drink
figure 30: Total Adspend In The Dairy And Gluten/wheat Free-from Market, 2009-13*
figure 31: Total Adspend In The Free-from Market, By Company, 2009-13*
consumer – Usage
key Points
12% Of Adults Are Vegetarians/vegans, Rising To 20% Of 16-24s
figure 32: Prevalence Of Vegetarian/vegan Diets, July 2013
red Meat Is The Most Typically Avoided Food
figure 33: Types Of Food Avoided, July 2013

under-35s Are Notably More Likely To Avoid Certain Foods Than Over-35s
figure 34: Types Of Food Avoided (any Avoid), By Selected Age Groups, July 2013
consumer – Types Of Meat-free And Free-from Food Used
key Points
quorn-based Products Are The Most Popular Type Of Meat Alternatives
figure 35: Types Of Vegetarian/meat-free Foods Bought Or Eaten, July 2013
one In Four Adults Have Eaten Or Bought Free-from Food
figure 36: Types Of Free-from Foods Eaten/bought, July 2013
consumer Perceptions Of Meat-free Products
key Points
meat-free Food Is Perceived As A Light, Healthy And Green Option
figure 37: Consumer Perceptions Of Meat-free Products, July 2013
figure 38: Consumer Perceptions Of Meat And Meat-free Products Being Healthy, By Gender, July 2013
protein-rich Messages Could Raise Positive Perceptions Among Men
just One In Three Associate Meat-free With Being Easy To Cook
figure 39: Associating Meat And Meat-free Products With Being Easy To Cook, By Age, July 2013
meat-free Loses Out On The Flavour Front
meat-free Scores Highly For Green Credentials
consumer Attitudes Towards Vegetarian And Meat-free Products
key Points
high Protein Content Struggles To Offset Flavour Disappointment
interest In Added Seasoning On Meat Substitutes Can Improve Their Bland Image...
figure 41: Agreement With The Statements ‘meat Substitutes Lack Flavour,’ And
‘i’d Be Keen To Try Meat Substitute Pieces (eg Nuggets And Fillets) Containing
Herbs/spices,’ By Gender And Age, July 2013
and There Is Also Interest In Tastier Tofu
opportunities For Child-friendly Meat Substitutes
meat Substitutes That Resemble Meat Can Be Off-putting
lack Of Trust Surrounding How Meat Substitutes Are Produced
figure 42: Agreement With The Statement, ‘i Trust How Meat Substitutes Are Produced More Than
Processed Meat Goods (eg Sausages),’ By Age, July 2013
consumer Attitudes Towards Free-from Products
key Points
one In Three Want To See More Own-label Free-from Food

figure 43: Consumer Attitudes Towards Free-from Products, July 2013
dissatisfaction With Gluten-free Bread Increases With Age
figure 44: Agreement With The Statements, ‘gluten-free Bread Lacks The Texture Of Regular
Bread,’ And ‘gluten-free Bread Lacks The Flavour Of Regular Bread,’ By Age, July
2013
just One In Four Users Trust Manufacturers To Protect Free-from Food From Contamination
a Quarter Of Female Users Note A Lack Of Low-calorie Gluten-free Food
figure 45: Agreement With The Statement, ‘there Is A Lack Of Low-calorie Gluten-free Food
Available In Supermarkets,’ By Gender And Age, July 2013
further Analysis – Factors That Would Encourage Switching From Meat To Meat-free
key Points
value For Money And Flavour Are The Key Obstacles To Take-up
figure 46: Factors That Would Encourage Switching From Meat To Meat-free, July 2013
interest In Meat Substitutes With Meaty Flavours And Textures
low Calorie Count Would Tempt One In Five Meat Eaters To Switch To A Meat Substitute
appendix – Market Size And Forecast
figure 47: Best- And Worst-case Forecasts For Total Uk Value Sales Of Meat-free Foods, 2013-18
figure 48: Best- And Worst-case Forecasts For Total Uk Volume Sales Of Meat-free Foods, 2013-18
figure 49: Volume Sales And Forecast Of The Uk Meat-free* Market, 2008-18
figure 50: Best- And Worst-case Forecasts For Total Uk Value Sales Of Free-from Foods, 2013-18
appendix – Who’s Innovating?
figure 51: Share Of New Product Launches Within The Uk Gluten-free Bakery Market, By Sub Category,
2009-13*
appendix – Usage Of Meat-free And Free-from Foods
figure 52: Prevalence Of Vegetarian/vegan Diets, July 2013
figure 53: Prevalence Of Vegetarian/vegan Diets – Myself, By Demographics, July 2013
figure 54: Prevalence Of Vegetarian/vegan Diets, By Demographics – Others In My Household, July
2013
appendix – Consumer – Types Of Food Avoided
figure 55: Types Of Food Avoided, July 2013
figure 56: Types Of Food Avoided – Dairy, By Demographics, July 2013
figure 57: Types Of Food Avoided – Lactose, By Demographics, July 2013
figure 58: Types Of Food Avoided – Wheat, By Demographics, July 2013

figure 59: Types Of Food Avoided – Gluten, By Demographics, July 2013
figure 60: Types Of Food Avoided – Nuts, By Demographics, July 2013
figure 61: Types Of Food Avoided – Fish Or Shellfish, By Demographics, July 2013
figure 62: Types Of Food Avoided – Soya, By Demographics, July 2013
figure 63: Types Of Food Avoided – Celery, By Demographics, July 2013
figure 64: Types Of Food Avoided – Eggs, By Demographics, July 2013
figure 65: Types Of Food Avoided – Red Meat, By Demographics, July 2013
figure 66: Types Of Food Avoided – Poultry, By Demographics, July 2013
figure 67: Types Of Food Avoided – Other, By Demographics, July 2013
appendix – Types Of Vegetarian/meat-free Foods Used
figure 68: Types Of Vegetarian/meat-free Foods Eaten/bought, July 2013
figure 69: Types Of Vegetarian/meat-free Foods Eaten/bought – Quorn-based Products, By
Demographics, July 2013
figure 70: Types Of Vegetarian/meat-free Foods Eaten/bought – Tofu-based Products, By
figure 71: Types Of Vegetarian/meat-free Foods Eaten/bought – Soya Based Products, By
figure 72: Types Of Vegetarian/meat-free Foods Eaten/bought – Other Or Mixed Vegetable Protein
Products, By Demographics, July 2013
figure 73: Types Of Vegetarian/meat-free Foods Eaten/bought – Bean-based Products, By
figure 74: Types Of Vegetarian/meat-free Foods Eaten/bought – Nut-based Products, By
figure 75: Types Of Vegetarian/meat-free Foods Eaten/bought – Vegetarian Ready Meal, By
appendix – Consumer Perceptions Of Meat-free Products
figure 76: Consumer Perceptions Of Meat-free Vs. Meat Products, July 2013
figure 77: Consumer Perceptions Of Meat-free Vs. Meat Products – Healthy, By Demographics, July
2013
figure 78: Consumer Perceptions Of Meat-free Products – Cheap, By Demographics, July 2013
figure 79: Consumer Perceptions Of Meat-free Vs. Meat Products – Trustworthy, By Demographics,
July 2013
figure 80: Consumer Perceptions Of Meat-free Vs. Meat Products – Light, By Demographics, July
2013
figure 81: Consumer Perceptions Of Meat-free Vs. Meat Products – Easy To Cook, By Demographics,
July 2013
figure 82: Consumer Perceptions Of Meat-free Vs. Meat Products – Environmentally Friendly, By
figure 83: Consumer Perceptions Of Meat-free Vs. Meat Products – Good For You, By Demographics,

July 2013
figure 84: Consumer Perceptions Of Meat-free Vs. Meat Products – Flavoursome, By Demographics,
July 2013
appendix – Factors That Would Encourage Switching From Meat To Meat-free
figure 85: Factors That Would Encourage Switching From Meat To Meat-free, July 2013
figure 86: Most Popular Factors That Would Encourage Switching From Meat To Meat-free, By
figure 87: Next Most Popular Factors That Would Encourage Switching From Meat To Meat-free, By
figure 88: Other Factors That Would Encourage Switching From Meat To Meat-free, By Demographics, July
2013
appendix – Consumer Attitudes Towards Vegetarian And Meat-free Products
figure 90: Agreement With The Statement ‘meat Substitutes Lack Flavour’, By Demographics,
July 2013
figure 91: Agreement With The Statement ‘i Am Put Off By Meat Substitutes Which Resemble
Meat’, By Demographics, July 2013
figure 92: Agreement With The Statement ‘i’d Be Keen To Try Meat Substitute Pieces
Containing Herbs/spices, By Demographics, July 2013
figure 93: Agreement With The Statement ‘there Is A Lack Of Meat Substitutes For
Children^’, By Demographics, July 2013
figure 94: Agreement With The Statement ‘i’d Like To See More Flavoursome Tofu
Products’, By Demographics, July 2013
figure 95: Agreement With The Statement ‘meat Substitutes Are A Good Source Of Protein’,
By Demographics, July 2013
figure 96: Agreement With The Statement ‘cutting Out Meat For One Day A Week Is Good For The
Environment’, By Demographics, July 2013
figure 97: Agreement With The Statement ‘i Trust How Meat Substitutes Are Produced More Than
Processed Meat Goods’, By Demographics, July 2013
figure 98: Agreement With The Statement ‘chilled ‘meat-free’ Products Are Worth
Paying More For Than Frozen ‘meat-free’ Products’, By Demographics, July 2013
figure 99: Agreement With The Statement ‘it’s Sometimes Difficult To Find Vegetarian
Products In Supermarkets’, By Demographics, July 2013
appendix – Types Of Free-from Foods Used
figure 100: Types Of Free-from Foods Eaten/bought, July 2013
figure 101: Types Of Free-from Foods Eaten/bought – Any, By Demographics, July 2013
figure 102: Types Of Free-from Foods Eaten/bought – Gluten-free, By Demographics, July 2013

figure 103: Types Of Free-from Foods Eaten/bought – Wheat-free, By Demographics, July 2013
figure 104: Types Of Free-from Foods Eaten/bought – Lactose-free, By Demographics, July 2013
figure 105: Types Of Free-from Foods Eaten/bought – Dairy-free, By Demographics, July 2013
figure 106: Types Of Free-from Foods Eaten/bought – Dairy Substitutes, By Demographics, July 2013
figure 107: Types Of Free-from Foods Eaten/bought – Nut-free, By Demographics, July 2013
figure 108: Types Of Free-from Foods Eaten/bought – Egg-free, By Demographics, July 2013
figure 109: Types Of Free-from Foods Eaten/bought – Soya-free, By Demographics, July 2013
figure 110: Types Of Free-from Foods Eaten/bought – Other ‘free-from’ Foods, By
appendix – Consumer Attitudes Towards Free-from Products
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Meat-free and Free-from Foods - UK - September 2013:Industry Analysis Report