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How plant- based hit the mainstream
Kevin White, The Grocer
How plant- based hit the mainstream Kevin White, The Grocer The - - PowerPoint PPT Presentation
How plant- based hit the mainstream Kevin White, The Grocer The - - PowerPoint PPT Presentation
How plant- based hit the mainstream Kevin White, The Grocer The Grocer, established 1862 The Grocer, established 1862 The Bible of the grocery retail market Industry-wide coverage, from field to fork 26 journalists
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- The ‘Bible’ of the grocery retail market
- Industry-wide coverage, from field to
fork
- 26 journalists
- Conferences, awards & accreditation
Our core values:
- Information you can trust, editorial
integrity
- Exclusive news, high-value data &
analysis
The Grocer, established 1862
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Retailers FMCG
Our Audience
- Weekly magazine
circulation: 30,071
- Monthly website
audience: 230,397
- Daily email
audience: 31,650
- 33% of our
audience are retailers
- 75% management
level and above
- 68% in a retail
management or buying role
- 1 in 3 are
responsible for buying FMCG products
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Multi-platform
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Plant-based proteins: Times have changed…
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Plant-based and vegan is now shifting to the mainstream
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- Huge surge in consumer interest
- Almost 25% of 18-24 year olds now
describe themselves as vegan, vegetarian or pescatarian [The Grocer research, Harris Interactive]
- But not just about young shoppers…
- ¼ of those aged 55 to 64 say they plan
to eat less meat in the next 12 months
So why now, and why is the UK at the forefront?
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- Broadly in line with the population
average, where 24.6% say they plan to eat less meat and 19.8% plan to eat less dairy
- Almost 60% of shoppers across all
demographics said they wanted to eat more fruit & veg in the next 12 months
Why now, and why is the UK at the forefront?
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- Meanwhile, 15.2% of 35 to 44 year olds
plan to go vegetarian in the next year
- 12.2% plan to become vegan
Why now, and why is the UK at the forefront?
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“We are entering the market when demand is growing and meat-free alternatives are becoming increasingly mainstream,” Meatless Farm Co founder Morten Toft Bech
Why now, and why is the UK at the forefront?
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“What makes the UK a great hotbed for innovation is the close proximity and short distribution channels for prepared fresh food. Compared to the US we’re dwarfed in size and that has its good points. “The convenience foods available in the UK far surpass anything the US can do without having multiple manufacturers,” Derek Sarno, director of plant-based innovation, Tesco
Why now, and why is the UK at the forefront?
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International brands
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UK brands
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Own label supermarket ranges are also booming
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Even non-vegan brands are getting in on the act
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- UK vegan
launches up from 9% of all NPD in April 2017 to 18% of all food launches in April 2019 [Mintel]
New Product Development
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- Own label share of NPD has grown
from 26% in 2015 to 37% in 2019
- The UK overtook the US in 2017-18 and
Germany in 2018-19
New Product Development
14% 12% 11% 6% 5%
UK Germany USA Spain France
% of food launches
Share of all retail vegan food launches, by top five countries, May 2018 – April 2019 [Mintel]
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- Mintel’s research found that 55% of
shoppers thought vegan food was healthy (compared to just 33% for non- vegan food
- But just 41% felt vegan food was “tasty”,
compared with 53% who said the same about non-vegan food
- Also increasing concerns over just how
environmentally sustainable some foods are – unintended consequences
But, a word of warning…
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- Ultimately, this sector is now very much
here to stay – “not a fad”
Here to stay
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- Tel: 0044 1293 610290
- Email: kevin.white@thegrocer.co.uk
- Twitter@ kevwhite77
- www.thegrcoer.co.uk
- @thegrocer