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 • Conferences, awards & accreditation Our core values: • Information you can trust, editorial integrity • Exclusive news, high-value data & analysis

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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 months

Why 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 months

Why 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 vegan

Why 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 Bech

Why 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, Tesco

International brands

UK brands

Own label supermarket ranges are also booming

Even 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 Share of all retail vegan food 14% launches, by top five countries, May 12% 2018 – April 2019 [Mintel] 11% % of food launches 6% 5% UK Germany USA Spain France

But, 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