Meat-free for the Masses
By Bernice Hurst, Managing Director, Fine Food Network
For an increasing number of people and for a variety of reasons, everyday diets are including less meat. This does not necessarily make these consumers vegetarians because they do not eschew meat completely. But negative connotations of vegetarian lifestyles often make them reluctant to purchase ready meals labeled vegetarian.
TNS Worldpanel, which carried out a survey for British trade magazine, The Grocer, has found that manufacturers and supermarkets are finding more success describing products as "meat-free."
The Daily Telegraph reports that Jane Collins, the country manager for the own-label supplier Tivall UK, told the magazine, "Our research indicated that consumers felt the category title 'vegetarian' was polarizing and often had negative connotations left over from memories of the 1970s. Meat-free was seen as a term that did not turn off vegetarians but also appealed to non-vegetarian consumers."
According to The Grocer, the UK vegetarian food market is now worth £254 million and recorded a 5.5 percent increase in value last year compared with the previous year. Growth amongst shoppers who "did not previously buy meat-free" is largely due to innovation and a large number of new products (almost one third of those on sale this year).
The TNS report showed a two percent increase in British households purchasing meat-free meals last year, naming the latest target audience as "meat-reducers."
According to The Telegraph, David Humphreys of TNS Worldpanel believes that vegetarian ingredients, including meat substitute pieces and mince, are the main sector driving growth, adding that, "Snacks are also showing strong growth thanks to a range of new products from Quorn and own-label brands. Quorn is the dominant brand and continues to grow ahead of the market."
A combination of ethics, health and environmental awareness is apparently encouraging people to re-think what they eat. Re-naming products to reduce some of those leftover bad vibes may have something to do with it as well.
Discussion Questions: Will promoting products as "meat-free," rather than vegetarian, increase sales? Is there room for growth amongst non-vegetarians who may want to reduce their meat consumption without giving it up completely?