How plantbased hit the mainstream - Kevin White, The Grocer - Plant protein conference
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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 • Conferences, awards & accreditation Our core values: • Information you can trust, editorial integrity • Exclusive news, high-value data & analysis
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buying role
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responsible for
buying FMCG
products Retailers
FMCG
Multi-platform
Plant-based proteins: Times have changed…
Plant-based and vegan is now shifting to the mainstream
So why now, and why is the
UK at the forefront?
• 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 monthsWhy now, and why is the UK
at the forefront?
• 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 monthsWhy now, and why is the UK
at the forefront?
• Meanwhile, 15.2% of 35 to 44 year olds
plan to go vegetarian in the next year
• 12.2% plan to become veganWhy now, and why is the UK
at the forefront?
“We are entering the market when
demand is growing and meat-free
alternatives are becoming increasingly
mainstream,” Meatless Farm Co founder
Morten Toft BechWhy now, and why is the UK
at the forefront?
“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,
TescoInternational brands
UK brands
Own label supermarket ranges
are also boomingEven non-vegan brands are getting in on the act
New Product Development
• 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
• 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
14% Share of all retail vegan food
12% launches, by top five countries, May
11% 2018 – April 2019 [Mintel]
% of food launches
6%
5%
UK Germany USA Spain FranceBut, a word of warning… • 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
Here to stay • Ultimately, this sector is now very much here to stay – “not a fad”
Thank you • Tel: 0044 1293 610290 • Email: kevin.white@thegrocer.co.uk • Twitter@ kevwhite77 • www.thegrcoer.co.uk • @thegrocer
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