| MP15064 |
| MAPS : Vegetarian Foods: October 2004 |
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This report covers: vegetarian foods, health claims for vegetarian foods, consumption of fruit and vegetables, chilled, frozen, types of vegetarian, reasons for being vegetarain, chilled and frozen vegetarian ready meals, vegetarian sausages, burgers, grills, pastry products, and,
Companies covered include: Marlow Foods, HJ, Heinz, Frozen and Chilled Fooods, Cauldron Foods, Findus, Dalepak, Foods,Haldane, Birds Eye,Tivall, Goodlife, The, Redwood, Wholefood, Company,Wicken Fen Wholesome Foods,
EXECUTIVE SUMMARY
| Executive Summary |
| The vegetarian foods market, in value terms, continues to show a declining growth rate, which fell to 6% in 2003/2004. This represents a fall from a growth rate of 7.4% in 2002/2003, and from the market's major growth periods in 2000/2001 and 2001/2002 (which saw growth rates of 14.6% and 16.8%, respectively). |
| This situation has been attributed to apparent saturation in the numbers of vegetarians within the UK population, the fact that a growing proportion of the vegetarian foods market is represented by lower-priced retailer own-label products, and the low growth rate of the frozen sector. The much larger, and more strongly growing, chilled sector is dominated by sales of retailer own-label items, and these are also gaining share in the frozen market. |
| Although difficult to quantify, vegetarians are estimated to have accounted for 5.1% of the UK population in 2003, down from a peak of 5.4% in 1997. This comprises 6.1% of females and 3.9% of males — with the highest penetrations in the C1 and AB socio-economic groups. |
| However, a growth rate of 6% is still very creditable within the overall food market, and manufacturers of vegetarian brands, many of which also produce foods for the own-label market, continue to develop and promote their products. The most significant manufacturer in the vegetarian foods market is Marlow Foods, with its Quorn? range and now owned by Montagu Private Equity. Other important manufacturers and brands are Heinz, with the Linda McCartney range; the traditional frozen foods companies Findus (owned by the private-equity company EQT); Birds Eye (owned by Unilever); Cauldron Foods (part of The Rayner Food Group); Haldane Foods (owned by ADM); and Tivall (an Israeli manufacturer). |
| The vegetarian foods market now encompasses products specifically manufactured for vegetarians, such as equivalents of many meat-based foods made using soya or wheat protein, or the mycoprotein Quorn?, and those traditional products which are suitable for vegetarians, usually represented by meat-free ready meals and meal accompaniments. This represents an evolution in the market, which previously tended to consider vegetarian foods in terms of the former category only. This evolution has been driven by increasing consumption of vegetarian foods by the growing number of meat reducers and avoiders, rather than just by `true' vegetarians. In consequence, the market has become more mainstream in nature. |
| There are a number of segments within each of the chilled and frozen sectors of the market. In chilled vegetarian foods, almost all segments showed growth between 2002/2003 and 2003/2004. However, the slow growth in the frozen sector is attributed to a decline in the largest segment, and in several others. |
| Purchases of vegetarian foods are forecast to increase by 5.5% in value terms in 2004/2005, falling to an annual growth rate of 4.3% by 2007/2008 and rising to a growth rate of 4.6% in 2008/2009. The value share held by chilled products is predicted to increase to 73.8% by that date, up from 70.3% currently. |
TABLE OF CONTENTS
| Executive Summary |
| 1. Introduction |
| OVERVIEW |
| HISTORY OF VEGETARIANISM |
| DEFINITIONS WITHIN VEGETARIANISM |
| `HIDDEN' ANIMAL PRODUCTS |
| REASONS FOR BECOMING VEGETARIAN |
| Table 1: Land Areas Needed to Supply Total UK Demand for Selected Foods (million hectares and hectares per tonne), 1999 |
| 2. Strategic Overview |
| MARKET DYNAMICS AND SEGMENTATION |
| Factors Driving or Affecting the Market |
| Consumption of Meat and Meat Products |
| Table 2: Average Per Capita Consumption of Meat and Meat Products by Type (grams per person per week), 1971-2002/2003 |
| The Effects of BSE and the Foot-and-Mouth Epidemic |
| Health Claims for Vegetarian Foods |
| Table 3: Reduced Meat Eating or Meat Avoidance (% of adults), 1984-2001 |
| Table 4: Non-Meat Eaters/Red-Meat Avoiders by Sex and Age (% of adults), 1984-2001 |
| Consumption of Fruit and Vegetables |
| Table 5: Average Per Capita Consumption of Vegetables and Fruit (grams per person per week), 1975-2002/2003 |
| Table 6: Average Daily Fruit and Vegetable Consumption by Number of Portions per Day by Sex and Age (%), 2000/2001 |
| Environmental and Ethical Factors |
| Growth in Vegetarianism |
| Table 7: Number and Percentage of Vegetarians in the UK by Sex (million and %), 1984-2003 |
| Figure 1: Number of Vegetarians in the UK (million), 1984-2003 |
| Table 8: Vegetarians by Socio-Economic Group (% of adults), 1990-2001 |
| Market Size, Sectors and Growth |
| Table 9: The UK Vegetarian Foods Market by Sector by Value (£m at rsp), 1997/1998-2003/2004† |
| Figure 2: The Total UK Vegetarian Foods Market by Value (£m at rsp), 1997/1998-2003/2004† |
| DISTRIBUTION |
| COMPETITIVE STRUCTURE |
| ADVERTISING |
| THE CONSUMER |
| MARKET FORECASTS |
| Table 10: Forecast Total UK Vegetarian Foods Market by Value (£m at rsp), 2004/2005-2008/2009† |
| 3. Sector Analysis |
| INTRODUCTION |
| MARKET SIZE |
| Chilled Vegetarian Foods |
| Table 11: The UK Chilled Vegetarian Foods Sector by Value by Product Segment (£m at rsp), 2002/2003-2003/2004† |
| Table 12: Shares Held by Brands and Own-Label Products Within the UK Chilled Vegetarian Foods Sector by Value by Product Segment (%), 2003/2004† |
| Frozen Vegetarian Foods |
| Table 13: The UK Frozen Vegetarian Foods Sector by Value by Product Segment (£m at rsp), 2002/2003 and 2003/2004† |
| Table 14: Shares Held by Brands and Own-Label Products Within the UK Frozen Vegetarian Foods Sector by Value by Product Segment (%), 2003/2004† |
| CONSUMER TRENDS |
| Chilled Vegetarian Foods |
| Frozen Vegetarian Foods |
| ADVERTISING AND MARKETING ACTIVITY |
| Table 15: Main Media Advertising Expenditure on Vegetarian Foods by Brand (£000), Years Ending December 1998-2003 and March 2004 |
| DISTRIBUTION |
| Table 16: UK Sales of Vegetarian Foods by Major Retail Outlet by Value (%), 2001/2002-2003/2004† |
| Figure 3: UK Sales of Vegetarian Foods by Major Retail Outlet by Value (%), 2003/2004† |
| 4. A European Perspective |
| Table 17: Numbers of Vegetarians in Selected European Countries (000 and %), 2002 |
| 5. PEST Analysis |
| POLITICAL AND ECONOMIC FACTORS |
| Government Encouragement of Healthy Eating |
| Rising Levels of Obesity |
| SOCIAL FACTORS |
| Meat Reduction and Avoidance |
| TECHNOLOGICAL FACTORS |
| Product Developments |
| The Internet |
| 6. Consumer Dynamics |
| OVERVIEW |
| Table 18: Summary Results of Consumer Research — Vegetarianism and Purchasing of Vegetarian Foods (number and % of respondents), 2004 |
| Table 19: Summary Results of Consumer Research — Reasons for Vegetarianism and Demand for Availability of More Vegetarian Products (% of vegetarian† respondents ), 2004 |
| Table 20: Summary Results of Consumer Research — Types of Vegetarian Foods Purchased (% of respondents who buy vegetarian foods), 2004 |
| NON-VEGETARIANS |
| Table 21: Those Who Are Not Vegetarians and Never Buy Vegetarian Foods, and Those Who Are Not Vegetarians But Sometimes Buy Vegetarian Foods (% of all respondents), 2004 |
| REDUCED MEAT EATING OR CONSIDERING VEGETARIANISM |
| Table 22: Those Who, Although Not Vegetarians, Have Reduced Their Meat Eating, and Those Who Are Thinking of Becoming Vegetarian (% of all non-vegetarian respondents), 2004 |
| TYPES OF VEGETARIAN |
| Table 23: Those Who Do Not Eat Meat or Fish, and Those Who Do Not Eat Meat But Do Eat Fish (% of all vegetarian† respondents), 2004 |
| REASONS FOR BEING VEGETARIAN |
| Table 24: Those Who Are Vegetarian for Health Reasons, and Those Who Are Vegetarian Because They Are Concerned About Animal Cruelty or The Environment (% of all vegetarian† respondents), 2004 |
| DEMAND FOR AVAILABILITY OF MORE VEGETARIAN FOODS |
| Table 25: Those Who Think That More Vegetarian Products Ought to be Offered (% of all vegetarian† respondents), 2004 |
| TYPES OF VEGETARIAN FOODS PURCHASED |
| Chilled and Frozen Vegetarian Ready Meals |
| Table 26: Purchasing of Chilled and Frozen Vegetarian Ready Meals (% of all respondents who purchase vegetarian foods), 2004 |
| Vegetarian Sausages, Burgers and Grills, and Pastry Products |
| Table 27: Purchasing of Chilled or Frozen Vegetarian Sausages, Burgers or Grills, and of Chilled or Frozen Vegetarian Pastry Products (% of all respondents who purchase vegetarian foods), 2004 |
| Vegetarian Ingredients and `Other Vegetarian Products' |
| Table 28: Purchasing of Vegetarian Ingredients and Other Vegetarian Products (% of all respondents who purchase vegetarian foods), 2004 |
| 7. Company Profiles |
| MARLOW FOODS LTD |
| Corporate Strategy |
| Products |
| Advertising |
| Market Share and Profitability |
| Table 29: Marlow Foods Ltd — Turnover and Pre-Tax Profit (£m and %), Years Ending 31st December 2001-2003 |
| Recent Company Developments |
| HJ HEINZ FROZEN & CHILLED FOODS LTD |
| Corporate Strategy |
| Products |
| Advertising |
| Market Share and Profitability |
| Table 30: HJ Heinz Frozen & Chilled Foods Ltd — Turnover and Pre-Tax Profit (£m and %), Years Ending 28th April 2001-26th April 2003 |
| Recent Company Developments |
| CAULDRON FOODS LTD |
| Corporate Strategy |
| Products |
| Advertising |
| Market Share and Profitability |
| Table 31: Cauldron Foods Ltd — Turnover and Pre-Tax Profit (£m and %), Years Ending 31st December 2000-2002 |
| Recent Company Developments |
| FINDUS LTD |
| Corporate Strategy |
| Products |
| Advertising |
| Market Share and Profitability |
| Table 32: Findus Ltd — Turnover and Pre-Tax Profit (£m and %), Years Ending 31st December 2000-2002 |
| Recent Company Developments |
| DALEPAK FOODS PLC |
| Corporate Strategy |
| Products |
| Advertising |
| Market Share and Profitability |
| Table 33: Northern Foods PLC — Turnover and Pre-Tax Profit (£m and %), Years Ending 31st March 2001-2003 |
| Recent Company Developments |
| HALDANE FOODS LTD |
| Corporate Strategy |
| Products |
| Advertising |
| Market Share and Profitability |
| Table 34: Haldane Foods Ltd — Turnover and Pre-Tax Profit (£m and %), Years Ending 31st December 2001-2003 |
| Recent Company Developments |
| BIRDS EYE FOODS LTD |
| Corporate Strategy |
| Products |
| Advertising |
| Market Share and Profitability |
| Table 35: Unilever PLC — Turnover and Pre-Tax Profit (im and %), Years Ending 31st December 2001-2003 |
| Recent Company Developments |
| TIVALL |
| Corporate Strategy |
| Products |
| Advertising |
| Recent Company Developments |
| Profitability |
| GOODLIFE FOODS lTD |
| Corporate Strategy |
| Products |
| Advertising |
| Market Share and Profitability |
| Table 36: Goodlife Foods Ltd — Turnover and Pre-Tax Profit (£m and %), Years Ending 31st December 2000-29th December 2003 |
| THE REDWOOD WHOLEFOOD COMPANY LTD |
| Corporate Strategy |
| Products |
| Advertising |
| Market Share and Profitability |
| Recent Company Developments |
| WICKEN FEN WHOLESOME FOODS LTD |
| Corporate Strategy |
| Products |
| Advertising |
| Profitability |
| Recent Company Developments |
| RETAILER OWN-LABEL SUPPLIERS |
| 8. The Future |
| FORECASTS |
| Table 37: Forecast UK Vegetarian Foods Market by Sector by Value (£m at rsp), 2004/2005-2008/2009† |
| Figure 4: Forecast Total UK Vegetarian Foods Market by Value (£m at rsp), 2004/2005-2008/2009† |
| 9. Further Sources |
| Associations |
| Publications |
| General Sources |
| Government Publications |
| Other Sources |
| Bonnier Information Sources |
Text © 2004 Key Note
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Last updated by Amanda Porteous November 2004
