With National Vegetarian Week taking place in May, is your in-store selection up to scratch? Rachel Symonds report.
It’s been an interesting year for the meat industry thanks to the now infamous horsegate scandal. But it seems the effects of this continue to be felt with recent data revealing that Brits are eating less meat than they were 12 months before.
Figures have revealed that 25 per cent of the British public say they are consuming less meat than a year ago. The survey, commissioned by the Eating Better alliance also found that 34 per cent are willing to consider eating less meat, while one in six (17 per cent) of young people said they don’t eat any meat.
What is true is the public's trust in our food chain has certainly been shaken, and consumers appear to be looking to other more sustainable, trustworthy sources.
Eli Sarre, Marketing Co-ordinator at Essential Trading, reported: “The market for vegetarian food is going from strength to strength, Essential is 100 per cent vegetarian and sales are up by 17 per cent at our warehouse, Our retail shops are also showing growth of over 10 per cent so the outlook is very positive."
Clearspring’s Maria Dawson added that the market is performing well, commenting: “Clearspring has seen growth over the past year which we have put down to winning our consumers’ trust (especially relevant after the horsegate affair) and listening to their requests. Our products may cost a little more but that is because they contain the highest quality certified organic ingredients and we are not prepared to take short cuts to extend shelf life or reduce selling price.”
It helps that availability of product has grown so much, meaning it’s never been easier for consumers to access vegetarian foods.
Sarre commented: "ZOI4 has brought with it an inspiring selection of new product innovation. From protein packed sports nutrition snack bars and vegan dairy ice cream to classic organic and Mediterranean middle eastern foods, being vegetarian has never been easier."
Tim Barford, organiser of the successful Vegfest UK events in Brighton, Bristol and London, believes the growth is also extending to the vegan sector.
“Consumers are aware of the health benefits of the food they buy and are additionally concerned that their purchases are ethical in provenance and guarantee supply chain integrity.”
“There’s a lot of new firms coming through every year with new vegan products, and some bigger veggie firms seem to be rebranding and reformulating to make their products suitable for vegans,” he said. “The biggest rise seems to be in fake meats and coconut products, especially coconut ‘dairy products like drinks, ice creams and yoghurts and desserts. Coconut is the new dairy!"
Purchasing drivers
Go back 20 years, and probably 99 per cent of people buying vegetarian foods were doing so simply because they were vegetarian. Is this still the case today? Not so it seems if data from the Vegetarian Society is correct; it has found that although the number of committed vegetarians has remained relatively stable in recent years, there`s been huge growth in meat reducers, people who haven't given up meat completely, but are making a conscious effort to eat less of it. According to Mintel, the value of the vegetarian food market has grown from £333million in 1996 to £786.5million in 2011,
When questioned about what he thinks convinces consumers to part with their cash, Barford said: “Health, taste, packaging - in that order. If it doesn’t measure up health wise (too processed for instance, or containing palm oil, or too much salt) it doesn't really get the distribution - people in the trade are no fools. Once on the market, it’s taste driven - texture is the key too. And the packaging makes a huge difference."
The general consensus is that last year’s horsegate scandal can be attributed to the rise in demand for vegetarian foods.
"The horsegate scandal appears to have catalysed sales due to concern with provenance,” Sarre commented. “The upturn in the UK economy appears to have sustained this growth, whilst our fridge sales are up 40 per cent in the first quarter. Additionally, retailers are now choosing us as their primary supplier as they are able to use us as a one stop shop for fridge and ambient stock requirements,"
Of course, ethics are also a key driver for a proportion of buyers.
“Consumers are more savvy than ever; increasing health awareness coupled with environmental and animal welfare concerns are ethical drivers," Sarre said. “Consumers are aware of the health benefits of the food they buy and are additionally concerned that their purchases are ethical in provenance and guarantee supply chain integrity.
"The return to organic purchasing indicates an increased awareness of sustainable farming practices and a concern over added chemicals in food. Above all, consumers are demanding quality at affordable prices,"
Dawson also pointed out: “For a large sector of society, the main driving factor will continue to be price. However, as growth in our business has illustrated, there are always those who look for quality, taste, organic, authenticity and ethics,"
Dawson pinpoints another reason for growth in the rise in demand for free from products.
“Many vegetarian products fall into this category (obviously all vegan products being dairy free)," she explained.
Sarre agreed, adding: “More and more wnsumers within the vegetarian category are looking to purchase vegan food, perhaps due to a dairy intolerance or ethical and environmental concemsf."
The health aspect may also be driving growth, Sarre believes.
“In recent years, the sales of Essential pre packs have been steadily rising, indicating a committed approach to home cooking and cooking from scratch using quality ingredients like pulses, beans, rice and quinoa. The healthiest way to cook vegetarian is also the most economical way to cook.
Barford agrees that growth is certainly coming from people seeking healthier options, saying: “It`s pretty massive right now. There’s so many people adopting a flexitarian approach right now - eat mainly vegan but continue with their favorite animal products on social occasions and special days etc. So although there’s not huge numbers of veggies and vegans, there is a massive rise in demand for these products from the flexitarian sector,”
It’s been an interesting year for the meat industry thanks to the now infamous horsegate scandal. But it seems the effects of this continue to be felt with recent data revealing that Brits are eating less meat than they were 12 months before.
Figures have revealed that 25 per cent of the British public say they are consuming less meat than a year ago. The survey, commissioned by the Eating Better alliance also found that 34 per cent are willing to consider eating less meat, while one in six (17 per cent) of young people said they don’t eat any meat.
What is true is the public's trust in our food chain has certainly been shaken, and consumers appear to be looking to other more sustainable, trustworthy sources.
Eli Sarre, Marketing Co-ordinator at Essential Trading, reported: “The market for vegetarian food is going from strength to strength, Essential is 100 per cent vegetarian and sales are up by 17 per cent at our warehouse, Our retail shops are also showing growth of over 10 per cent so the outlook is very positive."
Clearspring’s Maria Dawson added that the market is performing well, commenting: “Clearspring has seen growth over the past year which we have put down to winning our consumers’ trust (especially relevant after the horsegate affair) and listening to their requests. Our products may cost a little more but that is because they contain the highest quality certified organic ingredients and we are not prepared to take short cuts to extend shelf life or reduce selling price.”
It helps that availability of product has grown so much, meaning it’s never been easier for consumers to access vegetarian foods.
Sarre commented: "ZOI4 has brought with it an inspiring selection of new product innovation. From protein packed sports nutrition snack bars and vegan dairy ice cream to classic organic and Mediterranean middle eastern foods, being vegetarian has never been easier."
Tim Barford, organiser of the successful Vegfest UK events in Brighton, Bristol and London, believes the growth is also extending to the vegan sector.
“Consumers are aware of the health benefits of the food they buy and are additionally concerned that their purchases are ethical in provenance and guarantee supply chain integrity.”
“There’s a lot of new firms coming through every year with new vegan products, and some bigger veggie firms seem to be rebranding and reformulating to make their products suitable for vegans,” he said. “The biggest rise seems to be in fake meats and coconut products, especially coconut ‘dairy products like drinks, ice creams and yoghurts and desserts. Coconut is the new dairy!"
Purchasing drivers
Go back 20 years, and probably 99 per cent of people buying vegetarian foods were doing so simply because they were vegetarian. Is this still the case today? Not so it seems if data from the Vegetarian Society is correct; it has found that although the number of committed vegetarians has remained relatively stable in recent years, there`s been huge growth in meat reducers, people who haven't given up meat completely, but are making a conscious effort to eat less of it. According to Mintel, the value of the vegetarian food market has grown from £333million in 1996 to £786.5million in 2011,
When questioned about what he thinks convinces consumers to part with their cash, Barford said: “Health, taste, packaging - in that order. If it doesn’t measure up health wise (too processed for instance, or containing palm oil, or too much salt) it doesn't really get the distribution - people in the trade are no fools. Once on the market, it’s taste driven - texture is the key too. And the packaging makes a huge difference."
The general consensus is that last year’s horsegate scandal can be attributed to the rise in demand for vegetarian foods.
"The horsegate scandal appears to have catalysed sales due to concern with provenance,” Sarre commented. “The upturn in the UK economy appears to have sustained this growth, whilst our fridge sales are up 40 per cent in the first quarter. Additionally, retailers are now choosing us as their primary supplier as they are able to use us as a one stop shop for fridge and ambient stock requirements,"
Of course, ethics are also a key driver for a proportion of buyers.
“Consumers are more savvy than ever; increasing health awareness coupled with environmental and animal welfare concerns are ethical drivers," Sarre said. “Consumers are aware of the health benefits of the food they buy and are additionally concerned that their purchases are ethical in provenance and guarantee supply chain integrity.
"The return to organic purchasing indicates an increased awareness of sustainable farming practices and a concern over added chemicals in food. Above all, consumers are demanding quality at affordable prices,"
Dawson also pointed out: “For a large sector of society, the main driving factor will continue to be price. However, as growth in our business has illustrated, there are always those who look for quality, taste, organic, authenticity and ethics,"
Dawson pinpoints another reason for growth in the rise in demand for free from products.
“Many vegetarian products fall into this category (obviously all vegan products being dairy free)," she explained.
Sarre agreed, adding: “More and more wnsumers within the vegetarian category are looking to purchase vegan food, perhaps due to a dairy intolerance or ethical and environmental concemsf."
The health aspect may also be driving growth, Sarre believes.
“In recent years, the sales of Essential pre packs have been steadily rising, indicating a committed approach to home cooking and cooking from scratch using quality ingredients like pulses, beans, rice and quinoa. The healthiest way to cook vegetarian is also the most economical way to cook.
Barford agrees that growth is certainly coming from people seeking healthier options, saying: “It`s pretty massive right now. There’s so many people adopting a flexitarian approach right now - eat mainly vegan but continue with their favorite animal products on social occasions and special days etc. So although there’s not huge numbers of veggies and vegans, there is a massive rise in demand for these products from the flexitarian sector,”
Future innovation
The vegetarian market has certainly grown up in recent years, both in terms of taste and brand appeal. But what can we expect to see in the future?
It certainly seems the future ahead is bright for the sector, with Sarre describing it as better than ever.
“The range of veggie ready meals has never been bigger, plus the availability of new ingredients and interest in new world cuisines like Middle Eastern/ North African, opens up many more options for veggie cooking,” she said. “There is wider awareness of the health benefits of a veggie/vegan diet and avoidance diets continue to he a factor, low sugar/ salt. There is also better technical know how in manufacturing, which will allow for more and better veggie/ vegan alternatives to meat and dairy.
“As we continue to educate ourselves about global cuisines and eclectic ingredients, our repertoire of veggie food recipes will grow and gather its own momentum.”
Barford believes growth will continue to come as more people see the wider picture with regard to being vegetarian or vegan.
“The arguments were won way back - vegan food is the future for the planet, and that’s happening big time all over the planet, “ he explained. “And vegans have a habit of working hard to promote their lifestyle, so as more people get on this tip, growth will be fuelled by a belief and passion for making the world a better place, reducing suffering and damage to the environment and improving health. Let`s face it - you all know if you`ve met a vegan f we will tell you, for sure.”
For Dawson, she believes the market will continue to evolve.
“I think a lot of growth will be recipe led with a lot more creativity and experimentation of flavours and texture combinations," she said. "There is significant interest in fermented and raw foods at the moment in terms of their benefits to health and I suspect that this will continue. One of the areas which Clearspring will also be promoting is the use of whole grains in our products and we are committed to avoiding processed salt and sugar.”
But could there be any potential barriers to future growth?
"The challenge for all of us in the vegetarian category is to inspire growth and support the independent retailer whilst staying committed to our ethical ethos," Sarre said.
At Essential, coconut has, and continues to be key, in recognition of rising demand from consumers.
She explained: “One of Essentials biggest stars is the coconut oil which is sourced from a Sri Lankan Co-operative; 2014 sees a continuation of all things coconut and sustainable sourcing is paramount.”
There’s also a fresh new look for the worker's co»operative.
“Essential has invested in new company branding and communications, which has seen a growth in popularity of the Essential brand and a greater understanding of the co-operatives ethos,” Sarre added,
New developments for Essential include printed eco-hlm packaged pre packed commodities with full nutritional information on the back of pack.
“We are in the procas of the next wave of rebranded product labels, focussing this year on our tinned organic pulses, our Italian tomato range... and of course the coconut oil," Sarre added. hfb
The vegetarian market has certainly grown up in recent years, both in terms of taste and brand appeal. But what can we expect to see in the future?
It certainly seems the future ahead is bright for the sector, with Sarre describing it as better than ever.
“The range of veggie ready meals has never been bigger, plus the availability of new ingredients and interest in new world cuisines like Middle Eastern/ North African, opens up many more options for veggie cooking,” she said. “There is wider awareness of the health benefits of a veggie/vegan diet and avoidance diets continue to he a factor, low sugar/ salt. There is also better technical know how in manufacturing, which will allow for more and better veggie/ vegan alternatives to meat and dairy.
“As we continue to educate ourselves about global cuisines and eclectic ingredients, our repertoire of veggie food recipes will grow and gather its own momentum.”
Barford believes growth will continue to come as more people see the wider picture with regard to being vegetarian or vegan.
“The arguments were won way back - vegan food is the future for the planet, and that’s happening big time all over the planet, “ he explained. “And vegans have a habit of working hard to promote their lifestyle, so as more people get on this tip, growth will be fuelled by a belief and passion for making the world a better place, reducing suffering and damage to the environment and improving health. Let`s face it - you all know if you`ve met a vegan f we will tell you, for sure.”
For Dawson, she believes the market will continue to evolve.
“I think a lot of growth will be recipe led with a lot more creativity and experimentation of flavours and texture combinations," she said. "There is significant interest in fermented and raw foods at the moment in terms of their benefits to health and I suspect that this will continue. One of the areas which Clearspring will also be promoting is the use of whole grains in our products and we are committed to avoiding processed salt and sugar.”
But could there be any potential barriers to future growth?
"The challenge for all of us in the vegetarian category is to inspire growth and support the independent retailer whilst staying committed to our ethical ethos," Sarre said.
At Essential, coconut has, and continues to be key, in recognition of rising demand from consumers.
She explained: “One of Essentials biggest stars is the coconut oil which is sourced from a Sri Lankan Co-operative; 2014 sees a continuation of all things coconut and sustainable sourcing is paramount.”
There’s also a fresh new look for the worker's co»operative.
“Essential has invested in new company branding and communications, which has seen a growth in popularity of the Essential brand and a greater understanding of the co-operatives ethos,” Sarre added,
New developments for Essential include printed eco-hlm packaged pre packed commodities with full nutritional information on the back of pack.
“We are in the procas of the next wave of rebranded product labels, focussing this year on our tinned organic pulses, our Italian tomato range... and of course the coconut oil," Sarre added. hfb
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