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MP15068

MAPS VEGETARIAN FOODS 1998

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EXECUTIVE SUMMARY

Total household expenditure on meat and meat products fell by 3 percent in the third quarter of 1997, in current terms, to £2.83bn. It is interesting that spending on beef was actually up 5 percent, but spending on lamb and pork was lower by 10 percent and 20 percent respectively. Spending on processed meat products was also down, by 8 percent. In particular, less was spent on ready-made meals. However, there was a recovery in spending on beef sausages and on frozen convenience meats.

In 1991 the British Market Research Bureau (BMRB) conducted a large survey of 25,358 adults. 11.4 percent of these said their diet was ‘mainly vegetarian’. Also in 1991 Dalepak, a food manufacturer of both meat and vegetarian products, conducted its own market research. Conclusions drawn were that 48 percent of the UK population eat both vegetarian and meat-based meals and that 26 percent of the population are cutting down or only occasionally eating meat.

In 1993 the Frozen Food Information Service surveyed 1,500 13-14 year olds throughout the UK. Results showed that 10 percent claimed to be vegetarian. Thus, the youth sector within the UK is truly one where vegetarian food companies should expect market growth. Market Assessment estimates that 5 percent of the 1997 population was vegetarian. Further research in 1997 deemed that there were 3 million vegetarians in the UK, an estimated 5.4 percent of the population. The Vegetarian Society claims that there are now 3.5 million vegetarians in the UK. The Society also states that 5,000 UK consumers become vegetarian each week and that over 1m people have become vegetarian since the outbreak of BSE.

The biggest issue amongst those looking to reduce their meat intake is that of health. This is followed by taste preference and then animal husbandry concerns. For existing vegetarians the reasons are slightly different. Animal concern is the greatest issue, along with moral concerns. Health and cost issues feature less strongly as the determining factors.

In 1996, the vegetarian foods market was worth £388m, a growth of 83 percent since 1990.

There are three sectors within the vegetarian foods market: communities (eg burgers and sausages) hereby referred to as grills throughout this report; ingredients in order to prepare meals, and ready-made meals. The grills sector is the largest, with sales of £60m in 1996. The ingredients market is also popular, especially products such as mince alternatives. It was believed that retail sales of ‘meat alternatives’ were £25.5m in 1992 but by 1996 the meat substitutes market was valued at £120m.

TVP is the most popular meat substitute. It accounted for 67 percent by value and 47 percent of the ingredients market in 1996. Quorn comes a close second, with the fastest growth within the ingredients market in 1996. Tofu, whilst in 3rd position in the market, poses no real threat to the above two market leaders.

The greatest growth amongst the three vegetarian sectors came from the ready-made meals market in 1996. This is partly due to the fact that alternatives to traditional meals are now being offered rather than simply obvious vegetarian meals such as cauliflower cheese. In 1996 it had a market share of 44 percent.

In the research results, in terms of age groups, 15-24 year olds and 25-34 year olds expressed the most agreement with various vegetarian issues. However, on a number of matters the age group 65+ came out with the highest level of agreement. Looking at the area of employment, those UK consumers who are in full time employment offer the highest level of agreement with various vegetarian issues and after that, those who are not employed at all. Those UK consumers who do not have any children offer the highest level of agreement with various vegetarian issues. In terms of marital status, the UK consumers who are married or living with someone offers the highest level of agreement with various vegetarian issues and after that, those who are single.

There are now a number of key players in the market, including Marlow Foods, Ross Young’s Linda McCartney brands, Cauldron Foods, Tivall, Dalepak, Haldane Foods, Birds Eye Walls and Lucas Ingredients.

The nutritional quality of the soya bean as an ingredient is superior to other pulses. Soya food has been consumed in the West only since the 1960s. Soya foods include tofu, tempeh, textured vegetable protein (TVP), miso, soya sauces, soya oil and margarine and soya dairy alternatives. Soya is high in protein, low in saturated fats and is cholesterol free.

Vegetarian cheeses are now available, using fungal, bacterial or genetically engineered rennet instead of animal rennet. Soya milk is an alternative to dairy milk. It is widely available and is often specially made for babies. It is made by soaking soya beans in water, then straining them to remove the fibre. Soya oil and margarine are widely used. They are high in polyunsaturated fats and low in saturated fats. Vegetarian cheese is now available, using fungal or bacterial sources for the rennet. Even more recently, genetically engineered micro-organisms have been used to create the rennet instead of animal rennet.

Whilst current estimates offer that approximately 5 percent of the population are vegetarian, it is more likely that that percentage will increase to 10 percent by the turn of the century. Some organisations believe it could even go as high as one in five people. The food suppliers must capitalise on the potential within the youth market. This new generation is socially and environmentally aware, has serious health considerations to take account of and is willing to try new food cultures.

Whilst the various suppliers can compete for the existing market share, they gain greater success by planning for market development. One way to do this is by developing the product range and content. Product development is essential in the way forward to building market size. Not only should there be a comprehensive range of foods available in the grills, ingredients and ready-made meals sectors, but that range must be of a high quality. The produce itself must be appetising, have good flavours and textures and be pitched at a competitive price.

Text © 1998 MAPS

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