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| Source: Mintel. |
Laura Jones, Global Food Science Analyst at Mintel, said, “Globally, the outlook for the meat alternative market is positive and will continue to be driven by an emerging consumer trend towards meat reduction on a part-time basis, also called flexitarianism, entailing increased consumption of plant-based foods without completely cutting out meat. Indeed, many meat-reducing consumers have adopted a flexible attitude, choosing to limit meat, rather than eliminate it entirely. Launches of vegetarian and vegan products echo manufacturers desire to communicate the suitability of their products to the widest range of consumers.”
“Plant-based and other vegetarian protein sources align with consumer interest in reducing red meat consumption and growing interest in vegetarian products. Indeed, consumers are shifting towards more plant based diets,” Jones added. Despite this, in 2013 less than 1% of food and drink products launched globally carried both a ‘vegetarian’ and ‘high-protein’ claim, Mintel said.
In addition to the rise of vegetarian protein sources, there has also been considerable growth in the number of chocolate and sugar confectionery products launched carrying a ‘vegetarian’ or ‘vegan’ claim. Whilst just 4% of chocolate or sugar products launched in 2009 carried a vegetarian claim, this rose to 9% in 2013. The proportion of these products launched with a vegan claim similarly rose from 1% in 2009 to 2% in 2013.
Further to this, the number of chocolate and sugar confectionery products using a glazing agent boasted even larger growth with 32% of these products carrying a ‘vegetarian’ or ‘vegan’ claim in 2013, up from 13% in 2009.
“Among chocolate and sugar confectionery products there is increasingly demand for vegetarian ingredients, reflected by the increasing use of both vegetarian and vegan claims on new product launches. Ingredients will continue to be scrutinised by consumers and manufacturers need to be responsive and proactive to quell any consumer concerns.” Jones said.