Vegetarian Foods Market Assessment 2009
Key Note Publications Ltd, April 2009, Pages: 101
Since the year ending February 2002, growth in the vegetarian foods market has declined and fell to just 1.3% in the year ending January 2009. Vegetarian foods have moved from being a niche sector earlier on and benefiting from the bovine spongiform encephalopathy (BSE) and foot-and-mouth crises, to becoming a mature and mainstream sector.
This change has been recognised by manufacturers, which have achieved some success through no longer promoting their products just as for vegetarians, but principally as suitable for vegetarians and meat free. This addresses the challenge of the static (or even declining) number of true vegetarians in the UK and attract meat reducers and those generally seeking alternatives to meat.
Government initiatives to increase awareness of healthy eating by encouraging the consumption of five portions of fruit and vegetables per day should support the vegetarian foods market, and official statistics show a reduction in meat eating (although this has currently stabilised), which is likely in part to be a result of health scares. Figures also show a growth in the consumption of fruit and some vegetables. Vegetarian foods are claimed to be lower in saturated fat and to contain higher levels of dietary fibre, minerals and vitamins.
The current economic recession has reportedly led to increased sales of frozen foods, owing to their perceived value for money compared with chilled, which has impacted on the vegetarian foods market. Recently, there has been greater growth in the frozen vegetarian foods segment than in chilled — a reverse of the historical situation. However, this is not predicted to carry on into the future: we forecast that, towards 2013, the growth rate will increase for chilled foods and decline in frozen foods. The chilled segment will retain a 70% to 75% value share of the total market.
The growth in the frozen segment has supported relaunches and promotions by brand owners, with brands being far more important here than in chilled foods, where own label is dominant. This activity has followed on from Premier Foods' acquisitions of Marlow Foods (the manufacturer of the major Quorn vegetarian range) and Cauldron Foods, and Hain Celestial's acquisitions of the frozen and chilled foods business of Heinz (including the Linda McCartney brand) and Haldane Foods. Furthermore, relaunches of Birds Eye products have followed from its acquisition by the private-equity company Permira, while Northern Foods has been promoting its Grassington's brand products from Dalepak.
The various sub-segments within the chilled vegetarian foods market — such as ready meals, pastry products, potato-based accompaniments, meal centres, delicatessen items, sausages/grills/burgers and ingredients — have shown a mixture of growth and decline in the past 3 years. However, most of the sub-segments within the frozen sector have shown growth.
Executive Summary
1. Introduction
OVERVIEW
THE HISTORY AND PRINCIPALS OF VEGETARIANISM
DEFINITIONS AND SAFEGUARDS
`Stumbling Blocks'
Reasons for Becoming Vegetarian
Table 1.1: Land Areas Needed to Supply the Total UK Demand for Selected Foods (million hectares and hectares per tonne), 2002
2. Strategic Overview
THE GROWTH IN VEGETARIANISM
The Number of Vegetarians
Table 2.1: The Number of Vegetarians in the UK Population (million and %), 2000-2007
Figure 2.1: The Number of Vegetarians in the UK Population (million), 2000-2007
Vegetarianism by Age and Geographical Region
Table 2.2: `Complete' Vegetarians in the UK by Age (% of adult population), 2000-2005
Table 2.3: `Complete' and `Part' Vegetarians in the UK by Geographical Region (% of adult population), 2000-2005
Table 2.4: Complete and Part Vegetarians in England by Region (% of adult population), 2002-2005
FACTORS DRIVING OR AFFECTING THE MARKET
Trends in the Purchase of Meat and Meat Products
Table 2.5: Purchases of Carcass and Non-Carcass Cooked and Uncooked Meat and Meat Products (grams per person per week), 1976-2007
The Effects of BSE, Foot-and-Mouth Disease and Avian Flu
Table 2.6: Concern About BSE and Avian Flu (% of adults), 2002-2007
Health Claims for Vegetarian Foods
Table 2.7: Concern About the Amounts of Salt, Fat and Sugar in Foods (% of adults), 2003-2007
Meat Reduction and Avoidance
Purchasing Fresh Fruit and Vegetables
Table 2.8: The Purchasing of Fresh Fruit and Vegetables (grams per person per week), 1976-2007
Table 2.9: Average Daily Fruit and Vegetable Consumption by Sex and Age (%), 2000/2001
Environmental and Ethical Factors
Table 2.10: Concerns Regarding Animal Farming (% of adults), 2003-2007
MARKET SIZE
ADVERTISING
DISTRIBUTION
MAJOR MANUFACTURERS
CONSUMER TRENDS
MARKET FORECASTS
3. The Market in Detail
THE TOTAL MARKET
Table 3.1: The Total Vegetarian Foods Market by Sector by Value (£m), Years Ending February 2001-2004 and March 2005 and 2006
Table 3.2: The Total Vegetarian Foods Market by Sector by Value (£m), Years Ending January 2007-2009
CHILLED FOODS
Table 3.3: The Chilled Vegetarian Foods Sector by Segment by Value (£m), Years Ending January 2007-2009
FROZEN FOODS
Table 3.4: The Frozen Vegetarian Foods Sector by Segment by Value (£m), Years Ending January 2007-2009
MARKET SHARE
By Manufacturers and Brands
Table 3.5: Manufacturers' Shares in Vegetarian Foods by Value (%), 2008/2009
4. Advertising
MAIN MEDIA ADVERTISING EXPENDITURE
Table 4.1: Main Media Advertising Expenditure on Quorn Products (£000), Years Ending December 2006-2008
5. Distribution
MAJOR RETAILERS
Table 5.1: Vegetarian Foods Sales by Major Retailer by Value (%), 2008
Figure 5.1: Vegetarian Foods Sales by Major Retailer by Value (%), 2008
6. An International Perspective
EUROPE
Table 6.1: Number of Vegetarians in Selected European and Scandinavian Countries (000 and %), 2002
7. PEST Analysis
POLITICAL FACTORS
ECONOMIC FACTORS
SOCIAL FACTORS
TECHNOLOGICAL FACTORS
8. Consumer Dynamics
TARGET GROUP INDEX
Table 8.1: The Consumption of Vegetarian Meals by Sex, Age and Social Grade (% of adults), Year Ending March 2006
KEY NOTE'S CONSUMER RESEARCH
Table 8.2: Summary of Responses (% of respondents), 2008
I or Another Member of This Household is a Vegetarian, Who Also Perhaps Eats Fish
I or Another Member of This Household Used to be a Vegetarian, Who Perhaps Also Ate Fish
Table 8.3: Current and Past Vegetarians Who Perhaps Also Eat Fish (% of respondents), 2008
Whether Vegetarian or Not, I am Concerned About Meat-Related Health Scares Such as BSE or Avian Flu
I am Trying to Eat More Healthily Nowadays
Table 8.4: Concerns Over Meat-Related Health Scares, and Trying to Eat More Healthily (% of respondents), 2008
I Consider a Vegetarian Diet to be Healthier Than One Containing Meat
I am Buying or Eating Less Meat Than 12 Months Ago
Table 8.5: The Opinion that a Vegetarian Diet is Healthier Than One Containing Meat, and Those Buying or Eating Less Meat (% of respondents), 2008
I am Buying or Eating More Fruit or Vegetables Than 12 Months Ago
I Have Purchased or Eaten More Frozen Food Than I Did 12 Months Ago
Table 8.6: Those Buying or Eating More Fruit and Vegetables, and More Frozen Food (% of respondents), 2008
I am Purchasing or Eating More Vegetarian or `Suitable for Vegetarians' Foods Now Than 12 Months Ago
Which of These `Suitable for Vegetarians' Varieties of Food do You Purchase or Eat at Least Once a Month: Ready Meals, Such as Macaroni or Cauliflower Cheese, or Lasagne
Table 8.7: Those Purchasing or Eating More Vegetarian or Suitable for Vegetarian Meals, and Purchasing or Eating Ready Meals at Least Once a Month (% of respondents), 2008
Which of These `Suitable for Vegetarians' Varieties of Food do You Purchase or Eat at Least Once a Month: Sausages, Burgers or Grills
Which of These `Suitable for Vegetarians' Varieties of Food do You Purchase or Eat at Least Once a Month: Quiches, Pies or Sausage Rolls
Table 8.8: Purchasing or Eating Sausages, Burgers or Grills, and Quiches, Pies or Sausage Rolls at Least Once a Month (% of respondents), 2008
Which of These `Suitable for Vegetarians' Varieties of Food do You Purchase or Eat at Least Once a Month: Quorn Pieces, Mince or Tofu
Which of These `Suitable for Vegetarians' Varieties of Food do You Purchase or Eat at Least Once a Month: Accompaniments, Such as Potato Croquettes, Mash or Spring Rolls
Table 8.9: Purchasing or Eating Quorn Pieces, Mince or Tofu, and Accompaniments at Least Once a Month (% of respondents), 2008
Which of These `Suitable for Vegetarians' Varieties of Foods do You Purchase or Eat at Least Once a Month: Vegetarian Pâtés or Sliced Meats
Table 8.10: Purchasing or Eating Vegetarian Pâtés or Sliced Meats at Least Once a Month (% of respondents), 2008
9. Manufacturer Profiles
ALPRO (UK) LTD
Table 9.1: Financial Results for Alpro (UK) Ltd (£000), Years Ending 31st December 2005-2007
BIRDS EYE LTD
Table 9.2: Financial Results for Birds Eye Ltd (£000), Year Ending 31st December 2005, 44 Weeks Ending 3rd November 2006 and 60 Weeks Ending 31st December 2007
CAULDRON FOODS LTD
CRANKS
DALEPAK FOODS
FINDUS LTD
GOODLIFE FOODS LTD
HALDANE FOODS
HAIN CELESTIAL UK LTD
Table 9.3: Financial Results for Hain Celestial UK Ltd (£000), 61 Weeks Ending 30th June 2007
MARLOW FOODS LTD
Table 9.4: Financial Results for Marlow Foods Ltd (£000), Years Ending 31st December 2005-2007
MEDITERRANEAN FOODS (LONDON) LTD
Table 9.5: Financial Results for Mediterranean Foods (London) Ltd (£000), Years Ending 31st May 2005 and 2006
THE REDWOOD WHOLEFOOD COMPANY LTD
Table 9.6: Financial Results for The Redwood Wholefood Company Ltd (£000), Years Ending 30th September 2005-2007
TIVALL
WICKEN FEN WHOLESOME FOODS LTD
WEIGHTWATCHERS (UK) LTD
Table 9.7: Financial Results for WeightWatchers (UK) Ltd (£000), Years Ending 31st December 2005-2007
OTHER BRANDS
RETAILER OWN LABEL
10. The Future
MARKET FORECASTS
Table 10.1: The Forecast Vegetarian Foods Market by Sector by Value (£m), 2009-2013
Figure 10.1: The Vegetarian Foods Market by Sector by Value (£m), Years Ending January 2007-2009 and 2009-2013
11. Further Sources
Associations
Publications
General Sources
Government Sources
Sources
-ALPRO (UK) LTD
-BIRDS EYE LTD
-CAULDRON FOODS LTD
-CRANKS
-DALEPAK FOODS
-FINDUS LTD
-GOODLIFE FOODS LTD
-HALDANE FOODS
-HAIN CELESTIAL UK LTD
-MARLOW FOODS LTD
-MEDITERRANEAN FOODS (LONDON) LTD
-THE REDWOOD WHOLEFOOD COMPANY LTD
-TIVALL
-WICKEN FEN WHOLESOME FOODS LTD
-WEIGHTWATCHERS (UK) LTD
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