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MP15063

MAPS VEGETARIAN FOODS June 2003

Overview

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This report covers: organic foods, government health reports, obesity in the population, effects on the meat industry, decline in meat eating,

Companies covered include: Marlow Foods, HJ Heinz Frozen & Chilled Fooods, Cauldron Foods, Dalepak Foods, Birds Eye Foods, Haldane Foods, Tivall, Findus & Freshbake Foods, Goodlife Foods, Khero Foods, Adams, Bells of Lazenby, Ginsters, Pork Farms and Peters, The Redwood Wholefood Company, Wicken Fen Wholesome Foods, Northern Foods, Hazelwood Foods,

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Table of Contents
Executive Summary
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TABLE OF CONTENTS

Executive Summary 6

1. Introduction 7

BACKGROUND 7

HISTORY 8

Research 8

The Vegetarian Society 8

PRODUCTS COVERED IN THE REPORT 9

DEFINITIONS WITHIN VEGETARIANISM 9

2. Strategic Overview 12

MARKET DYNAMICS AND SEGMENTATION 12

Social, Economic and Demographic Factors 12

Table 1: UK Average Weekly Expenditure per Household on Meat and Meat Products and percentage of Total Food Expenditure (£ and percent), 1996/1997-2000/2001 12

Expenditure on Meat and Meat Products 13

Table 2: UK Average Weekly Expenditure per Household on Meat/Meat Products by Age of Head of Household (£ and percent),1995/1996 and 1998/1999-2000/2001 14

Ageing Population 14

Table 3: The UK Population by Age Group (million and percent), 1971, 1981, 1991, 2000, 2001, 2011, 2021 and 2025 15

Female Dominance 15

Health Factors 15

Effects of Red Meat Consumption 16

Saturated Fats and Dietary Fibre 16

Meat Avoidance 17

Table 4: Penetration of Meat Eating ( percent of respondents), 1984-2001 17

Table 5: Non-Meat Eaters/Red-Meat Avoiders by Gender and Age ( percent of respondents), 1984, 1990, 1995, 1999 and 2001 18

BSE and CJD 19

Table 6: UK Weekly Consumption and percentage of Households Purchasing Meat/Meat Products (grams per person per week and percent of households purchasing), 1998-2000 20

Environmental and Ethical Factors 21

Environmental Issues 21

Ethical Issues 21

Number, Growth and Profile of Vegetarians 22

Table 7: UK Vegetarians by Number and Gender (million and percent), 1984-2001 22

Figure 1: UK Vegetarians by Number and Gender (million), 1984-2001 23

Table 8: Penetration of UK Vegetarians by Socio-Economic Group ( percent of adults), 1990-2001 24

Market Size, Sectors and Growth 24

Table 9: The Total UK Market for Vegetarian Foods by Sector by Value (£m and percent), 1997/1998-2002/2003 25

DISTRIBUTION 25

COMPETITIVE STRUCTURE 26

ADVERTISING AND PROMOTION 26

MARKET FORECASTS 27

Table 10: The Forecast UK Vegetarian Foods Market by Value (£m and percent), 2003/2004-2007/2008 27

3. Chilled and Frozen Vegetarian Foods 28

CHILLED VEGETARIAN FOODS 28

Table 11: The UK Chilled Vegetarian Foods Market by Sector by Value (£m and percent), 2001/2002 and 2002/2003 29

Table 12: The UK Chilled Vegetarian Foods Market by Sector by Value Shares Held by Own Label and Brands ( percent), 2002/2003 30

FROZEN VEGETARIAN FOODS 30

Table 13: The UK Frozen Vegetarian Foods Market by Value (£m and percent), 2001/2002 and 2002/2003 31

Table 14: The UK Frozen Vegetarian Foods Market by Sector by Value Shares Held by Own Label and Brands ( percent), 2002/2003 32

TOTAL VEGETARIAN FOODS 32

Table 15: The Total UK Vegetarian Foods Market by Sector by Value (£m and percent), 1997/1998-2002/2003 33

ADVERTISING AND PROMOTION 33

Table 16: Main Media Advertising Expenditure on Vegetarian Foods by Vegetarian Food Producers (£000), Years Ending December 1998-2002 34

Distribution 34

Table 17: UK Sales of Vegetarian Foods by Major Retailers by Value ( percent), March 2001-February 2002 35

4. An International Perspective 36

EUROPE 36

Table 18: Number of Vegetarians in Western European Countries and percentage of Population (million and percent), 2002 36

5. PEST Analysis 38

POLITICAL FACTORS 38

Government Health Reports 38

Obesity of the Population 38

ECONOMIC FACTORS 39

Effects on the Meat Industry 39

Spending on Meat 39

SOCIAL FACTORS 39

Decline in Meat Eating 39

Mainstream Positioning 39

Organic Foods 40

Demographics 40

TECHNOLOGICAL FACTORS 40

6. Consumer Dynamics 41

CONSUMER RESEARCH 41

Levels of Vegetarianism 41

Table 19: Summary of Levels of Vegetarianism ( percent of respondents), 2003 42

Purchasing of Vegetarian Products 42

Table 20: Summary of Purchasing of Vegetarian Products ( percent of respondents), 2003 43

Reasons for Being Vegetarian 43

Table 21: Summary of Reasons for Vegetarianism ( percent of respondents), 2003 44

Non-Vegetarian and Seldom Buy Vegetarian Foods (S1) 44

Non-Vegetarian but Buy Vegetarian Foods for Others (S2) 44

Table 22: Non-Vegetarians ( percent of respondents), 2003 45

Non-Vegetarian Reduced Red-Meat Eating (S3) 46

Better Range of Vegetarian Foods Needed (S4) 46

Table 23: Reduced Red-Meat Eating ( percent of respondents), 2003 47

True Vegetarians and Thinking of Becoming Vegetarian (S5 and S6) 49

Table 24: Currently Vegetarian or Thinking of Becoming Vegetarian ( percent of respondents), 2003 50

Used to be Vegetarian (S7) 51

Table 25: Used To Be Vegetarian ( percent of respondents), 2003 52

Chilled and Frozen Ready Meals (S8 and S9) 53

Table 26: Buyers of Chilled and Frozen Vegetarian Meals ( percent of respondents), 2003 54

Sausages/Burgers/Grills and Pastry Products (S10 and S11) 56

Table 27: Buyers of Chilled or Frozen Vegetarian Products ( percent of respondents), 2003 57

Ingredients, Pâtés, Soups and Other Products (S12 and S13) 59

Table 28: Buyers of Vegetarian Ingredients and Other Vegetarian Products ( percent of respondents), 2003 60

Reasons for Being Vegetarian (S14 and S15) 61

Table 29: Reasons for Being Vegetarian ( percent of respondents), 2003 62

7.Company Profiles 64

MARLOW FOODS LTD 64

Corporate Strategy 64

Products 64

Market Share 64

Profitability 65

HJ HEINZ FROZEN & CHILLED FOODS LTD 65

Corporate Strategy 65

Products 65

Profitability 65

CAULDRON FOODS LTD 66

Corporate Strategy 66

Products 66

Profitability 66

DALEPAK FOODS PLC 66

Corporate Strategy 66

Products 66

BIRDS EYE FOODS LTD 67

Corporate Strategy 67

Products 67

HALDANE FOODS LTD 67

Corporate Strategy 67

Products 67

Profitability 68

TIVALL (1993) LTD 68

Corporate Strategy 68

Products 68

Profitability 68

OTHER MANUFACTURERS OF VEGETARIAN FOODS 69

Findus Ltd and Freshbake Foods Ltd 69

Goodlife Foods Ltd 69

Khero Foods, Adams, Bells of Lazenby, Ginsters, Pork Farms and Peters 69

The Redwood Wholefood Company Ltd 69

Wicken Fen Wholesome Foods Ltd 69

Own-Label Suppliers 70

Northern Foods PLC and Hazelwood Foods Ltd 70

Other Own-Label Suppliers 70

8. The Future 71

MARKET GROWTH 71

Market Forecasts 72

Table 30: The Forecast UK Vegetarian Foods Market by Sector by Value (£m and percent), 2003/2004-2007/2008 72

Figure 2: The Forecast UK Vegetarian Foods Market by Value (£m), 2003/2004-2007/2008 73

10. Further Sources 74

Associations 74

Publications 74

General Sources 74

Bonnier Information Sources 75

Government and Official Sources 76

Other Sources 77

EXECUTIVE SUMMARY

The market for vegetarian foods grew significantly in value, by around 15 percent each year, during the period 1999/2000 to 2001/2002. In 2002/2003, growth fell from 16.6 percent to 7.9 percent, although this is still substantial in food market terms. The main growth has historically been in the chilled sector, which now accounts for the majority of the total market by value.

In recent years, continued growth in vegetarian food purchases has been attributed more to increasing numbers of meat reducers in the population than to greater consumption by true vegetarians. Figures from the Realeat survey bear out the fact that the number of vegetarians (the majority being young females) has become static, while the number of meat reducers and red-meat avoiders is increasing.

This characteristic has appeared simultaneously with the switch of vegetarian foods from a niche to a mainstream market. Included in this report are vegetable-based versions of meat and fish products, such as vegetable fingers and grills, as well as soya and texturised vegetable protein (TVP) based items and those made from the fermentation product Quorn.

The move to vegetarian foods has been chiefly driven by health and ethical issues. The Government and other bodies have been advising the public for many years of the need for a balanced, lower-fat and higher-fibre diet, exemplified, in part, by vegetarianism. The consequent reduction in red-meat eating over recent years has been accelerated by the bovine spongiform encephalopathy (BSE) in beef issue. This threat was at its peak in 1997/1998, but confidence in the beef market had significantly returned by 2001, when the foot-and-mouth crisis struck.

Various campaigning bodies are still active in bringing to the public's notice the ethical issue of animal cruelty and the environmental problems resulting from animal farming. These are more often cited by true vegetarians as reasons for vegetarianism.

The four largest segments of the chilled vegetarian foods market are pastry products, ready meals, potato-based products and snacks/accompaniments. Others are meal centres, sausages/burgers/grills, delicatessen products and ingredients. The chilled market is predominantly held by retailer own-label products. The largest segment in the frozen sector is recipe dishes, with other segments being grills, minces and pieces, burgers, sausages, pastry products and snacks/accompaniments, etc. The frozen market is held mainly by brands.

Major manufacturers of brands are Marlow Foods, with its Quorn range, Heinz Frozen & Chilled Foods, with the Linda McCartney range, and Unilever, with its Birds Eye products. Marlow and Heinz are the major advertisers of vegetarian foods. Other manufacturers, some of which also make for own-label products, are Cauldron Foods, Dalepak, Haldane Foods, Tivall and Goodlife.

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Last updated by Amanda Porteous July 2003