More than half of new meat-free products carry vegan or no animal ingredients claim, study says
Market research company Mintel also claims 34% of Brits have reduced or limited meat eating in the first half of the year.
A surge in vegan claims in the UK meat-free foods market is has been, with new research from Mintel saying that the share of meat-free new products carrying a vegan or no animal ingredients claim nearly doubled between 2014 to 2017.
Specifically, more than half (52%) of new product launches in the meat-free foods market last year were either vegan or contained no animal ingredients, which was up from 28% in 2014.
This is seemingly in response to the growing demand for vegan food, with 56% of UK adults saying that they have eaten vegetarian/meat-free foods in the six months to July 2018 - an increase from 50% who had eaten these foods in the six months to March 2017.
Sales of meat-free foods are estimated to reach £740 million this year and is forecasted to grow by a further 44% by 2023 to reach £1.1 billion.
"The buzz surrounding ‘Veganuary’ gained momentum in January 2018, with a raft of vegan products launching to capitalise on the month-long meat-free movement. Vegan claims in the market span own-label products, as well as branded ones, signalling that supermarkets are also keen to capitalise on this interest. The appeal of meat-free products also extends far beyond the still very limited pool of vegan consumers," Mintel research analyst Alyson Parkes explained.
Britons are also trimming their meat-eating habits, with 34% saying that they have reduced their meat consumption this year. The top three perceived benefits of eating less meat, Mintel says, are improving health (32%), saving money (31%), and being better for the environment (25%).
“The UK’s overarching health trend has underpinned meat reduction behaviours, with consumers increasingly looking for better-for-you food and drink products. However, the benefits associated with eating less meat extend far beyond health, also encompassing animal ethics and the environment. The multi-dimensional appeal of the meat-free trend bodes well for its longevity.” Parkes added.
