‘Meat-free category rising but there are barriers around perceived taste, texture’

Consumers would shop for more meat-free products if they trusted that taste and texture were improved, claims a new study, revealing a clear opportunity for both brands and retailers.

According to a research commissioned by Pilgrim’s Food Masters-owner of leading brands Richmond and Fridge Raiders, over half (52 per cent) of Brits say they have eaten a meat-free product. In the last two years alone, meat-free shoppers have increased by 6.5 per cent. Health and environmental factors are the biggest driving forces behind purchase- 37 per cent and 31 per cent of consumers cited these reasons respectively.

As this year’s Veganuary gets underway, the data reveals a clear opportunity for both brands and retailers to support more consumer uptake of meat-free foods on a sustained basis, as the growth potential for the category remains unequivocal.

The category is now worth a phenomenal £531 million.

Despite the growth there are still barriers holding back the category. One in four (26 per cent) consumers say they would eat even more meat-free products if they were confident they tasted good. Specifically, it is taste and texture that is preventing 17 per cent and 16 per cent of consumers respectively from buying more meat-free products.

Perhaps unsurprisingly, it is over lunch and dinner that consumers are most likely to serve up meat-free dishes, with 38 per cent of those polled saying they would opt for meat-free products for dinner and 23 per cent for lunch. This is further evidence that whilst new product development has focused on the dinner occasion to date, the lunch moment, as well as snacking and breakfast, are still underserved.

Stocking a variety of products is also a key pillar in continuing the category’s evolution. 11 per cent of consumers stated if there were more flavours available, and a wider variety of proteins used, they would purchase more meat-free options.

“We know there’s clear consumer appetite for meat-free products driven by sustainability and health needs,” explained Conor Lowry, category controller at Pilgrim’s Food Masters.  “But we know consumers still have barriers around perceived taste and texture, and as a category we need to continue to raise the bar and deliver against expectations.

“Listening to consumers and responding to their needs is crucial to enable the category to reach its full potential. Consumers expect more in 2023 so continued development is key.”