Meat Substitutes Rising in W.E.


It has been a busy fall for British meat substitutes. On September 5th, Meatless B12 Burger became available across the 400 strong Marstron network of food pubs, becoming the first national pub chain to put the UK’s first meatless “bleeding” burgers on its menus, according to the Guardian.

By Dan Balica, Senior Analyst, Euromonitor International

Roughly two months later, on November 12, the much-awaited launch in Tesco of the US Beyond Burger, took place. Both launches cater to a growing interest in meat free grilling products, a testament to the impact of ethical and health centered consumption, but also on the growing popularity of barbequing, as a way of sharing experiences and spending time.

Steady as you go

Across WE[1], meat alternatives is one of the most dynamic food categories, enjoying double digit value growth rates in most markets and eliciting lots of attention from both retailers and manufacturers. Improved consumer awareness regarding health credentials, and a growing sensitivity towards sustainable sourcing, led to a growing number of flexitarians, or casual vegetarians, and dedicated vegetarians. According to Euromonitor International data, across Western Europe[2], vegetarian population has added over five million followers between 2012 and 2017, almost the equivalent of a country the size of Denmark.

Most of this consumer bon leaned towards chilled alternatives, which brought over half of the total value growth between 2013 and 2018, pushed by a growing preference for convenient food, but also by a growing retail interest in allocating shelf space to such products. Whilst less impressive, frozen alternatives also enjoyed strong growth rates, particularly in Scandinavian markets where companies such as Orkla and Nestle actively developed the market. But despite the general positive mood across the region, three stories stand out: the UK dominance, the Scandinavian effervescence and the German halt.

You can read the entire article in the January-February print issue of Frozen Food Europe.

[1] Includes also Turkey.

[2] Includes only Austria, Belgium, Denmark, Finland, France, Germany, Greece, Ireland, Italy, Netherlands, Norway, Portugal, Spain, Sweden, Switzerland, United Kingdom.

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