Mintel: More Than Half Of All Meat-Free New Products Carry A Vegan Claim

Monday, November 12th, 2018 | 1062 Views


As November kicks off World Vegan Month, latest research from Mintel reveals a surge in vegan claims in the UK meat-free foods market. According to Mintel research, the share of meat-free new products carrying a vegan/no animal ingredients claim nearly doubled between 2014 to 2017.

 

This growing profile of vegan foods is reflected by the fact that in 2017, more than half (52 percent) of new product launches in the meat-free foods market were vegan/contained no animal ingredients up from 28 percent in 2014, according to Mintel Global New Products Database (GNPD). The significant growth in the availability of vegan products in the meat-free foods market will appeal to the 26 percent of consumers who prefer meat-free products to be plant-based rather than containing eggs or dairy. Mintel’s latest research also highlights that the popularity of meat-free foods extends well beyond the small pool of non-meat eaters that describe themselves as vegan.

 

Keen to get a slice of the meat-free action, as many as 56 percent of UK adults have eaten vegetarian/meat-free foods in the six months to July 2018, a significant increase from the 50% who had eaten these foods in the six months to March 2017. Estimated to reach £740 million in 2018, sales of meat-free foods (including a growing range of vegan products) have shot up 22 percent between 2013-18. Growth is set to continue as value sales of the meat-free market are forecast to increase by a further 44 percent by 2023 to reach £1.1 billion.

 

Alyson Parkes, Research Analyst at Mintel, said:

 

“Although the meat-free market is not vegan by definition, there has been a significant increase in the number of new products that carry a vegan claim. 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. The rising profile of meat-free products and plant-based diets has been helped by activity in the foodservice arena and a significant advertising push in 2018, which has increased the visibility and awareness of these products among consumers, as well as injected excitement into the category.”

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