New research from Mintel reveals a nation hungry for meat-free foods. Over the past two years, the number of people in the UK who have eaten meat-free foods has shot up from 50% in 2017 to 65% in 2019.
Meanwhile, sales of meat-free foods have grown 40% from £582m in 2014 to an estimated £816m in 2019. Such is the popularity of meat-free food that sales are expected to be in excess of £1.1bn by 2024.
According to Mintel’s research, the proportion of meat eaters who have reduced or limited the amount of meat they consume has risen from 28% in 2017 to 39% in 2019. Women are more likely than men to have limited/reduced the amount of meat in their diets (42% compared to 36%); this rises to 45% among all under-45s. But while the meat-free market is thriving, 38% of non-users would prefer to substitute meat with other ingredients such as cheese or pulses, rather than buy meat substitutes.
And while the flexitarian diet – comprised of predominantly plant-based food, with some meat and fish – is all the buzz, meat remains a cornerstone of Britons’ diets, with 88% of Brits eating red meat/poultry. This comes as research from Mintel Global New Products Database (GNPD) reveals that almost a quarter (23%) of all new UK food product launches in 2019 were labelled as vegan, compared to 17% in 2018. However, there has been no significant increase in the proportion of consumers who say they are vegan since 2018, with those following a vegan diet still only equating to around 1% of the UK population.
Kate Vlietstra, Mintel Global Food & Drink Analyst, said: “The rising popularity of flexitarian diets has helped to drive demand for meat-free products. Many consumers perceive that plant-based foods are a healthier option, and this notion is the key driver behind the reduction in meat consumption in recent years.
“As the meat-free market becomes increasingly crowded, brands will need to find more ways to distinguish themselves from their competitors – it’s no longer enough to just be meat-free. Companies will need to be transparent about the healthiness of their products, and also address the quality and quantity of nutrients to win over the discerning consumer.”
