Table of Contents
Issues in the Market
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- Definitions
Insights and Opportunities
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- Marketing to the meat eaters
- Healthy not hippy
Market in Brief
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- Dedicated followers
- Market drivers
- Role of marketing
- The consumer
Fast Forward Trends
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- Holistier than thou
- Observation:
- Evidence:
- Implication:
- Opportunities:
- Food and mood
- Observation:
- Evidence:
- Implication:
- Opportunities:
Internal Market Environment
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- Slow growth in vegetarianism
- Scares feeding vegetarianism
- Moves towards healthy eating
- Lifestyle
- Clearer labelling
- Catering for wider tastes
- Increased options
Broader Market Environment
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- Demographic trends provide mixed blessing
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- Figure 1: UK population, by age (000s), 2001-11
- An informed choice
- Variety the spice of life
Companies and Products
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- Premier Foods
- Hain Celestial
- Cranks
- Simply Organics
- Others
Channels to Market
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- Greater presence on shelf
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- Figure 2: Retail distribution of meat substitutes, 2001-05
- In-store positioning
- Wider choice across the board
Organisations
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- Key players: organisations
- Vegetarian Society
- Vegetarian & Vegan Foundation
- Vegan Society
- Viva!
Brand Communication and Promotion
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- Figure 3: Main monitored media advertising spend on vegetarian brands, 2001-05
- Handful of manufacturers dominate adspend
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- Figure 4: Total media advertising spend on vegetarian brands, by advertiser, 2001-05
- Sexing up stale image
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- Figure 5: Main monitored media advertising, by advertisers, 2001-05
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The Consumer – Who?
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- Figure 6: Attitudes towards vegetarianism, 2001-05
- Meat is a must
- Vegetarian profile
- Consumption by food group
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- Figure 7: Topline food groups incorporated into diet, May 2006
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- Figure 8: Other foods eaten by those who consume meat substitutes, May 2006
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Consumer – Attitudes
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- Figure 9: Topline attitudes towards being a vegetarian, May 2006
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- Figure 10: Topline attitudes towards vegetarianism and eating meat, May 2006
- Meat remains manly
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Consumer – Further Analysis
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- Pragmatism overrides ethics
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- Figure 11: Topline factors affecting consumption of meat, May 2006
- Health issues the key
- Ethical issues
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- Figure 12: Consumer nets, reasons to be vegetarian/to eat less meat, May 2006
- Meat-ing its match?
- Consumer typologies
- Veggie-mites (55%)
- Veggie-maybes (65%)
- Must Have Meats (43%)
The Future
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- Slow growth in vegetarianism
- Improved availability and quality of vegetarian food
- Going mainstream or flexitarian?
- The following represent opportunities
Appendix
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- Consumer research
- ACORN
- Advertising data
- Abbreviations
- The consumer – who? detailed demographics
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- Figure 13: Agreement with the statements ‘I am a vegetarian’ and ‘I try to eliminate meat from my diet’, by gender, age, social grade, children in household, marital status, working status, household size, ITV region, lifestage and Mintel’s Special Groups, detailed 2005.
- Figure 14: Consumption of most popular food groups, by gender, age, social grade, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, tenure, ITV region, ACORN group, technology users, daily newspaper readership, commercial TV viewing, supermarket used, household size, car usage, detailed lifestage groups and age finished full-time education, May 2006
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- Figure 15: Consumption of food groups, by gender, age, social grade, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, tenure, ITV region, ACORN group, technology users, daily newspaper readership, commercial TV viewing, supermarket used, household size, car usage, detailed lifestage groups and age finished full-time education, May 2006
- Consumer Attitudes – Detailed Demographics
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- Figure 16: Most popular attitudes towards vegetarianism and eating meat, by gender, age, social grade, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, tenure, ITV region, ACORN group, technology users, daily newspaper readership, commercial TV viewing, supermarket used, household size, car usage, detailed lifestage groups and age finished full-time education, May 2006
- Figure 17: Attitudes towards vegetarianism and eating meat, by gender, age, social grade, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, tenure, ITV region, ACORN group, technology users, daily newspaper readership, commercial TV viewing, supermarket used, household size, car usage, detailed lifestage groups and age finished full-time education, May 2006
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- Figure 18: Popular attitudes towards being a vegetarian, by gender, age, social grade, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, tenure, ITV region, ACORN group, technology users, daily newspaper readership, commercial TV viewing, supermarket used, household size, car usage, detailed lifestage groups and age finished full-time education, May 2006
- Figure 19: Attitudes towards being a vegetarian, by gender, age, social grade, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, tenure, ITV region, ACORN group, technology users, daily newspaper readership, commercial TV viewing, supermarket used, household size, car usage, detailed lifestage groups and age finished full-time education, May 2006
- Consumer Further Analysis – Detailed Demographics
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- Figure 20: Most popular attitudes affecting consumption of meat, by gender, age, social grade, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, tenure, ITV region, ACORN group, technology users, daily newspaper readership, commercial TV viewing, supermarket used, household size, car usage, detailed lifestage groups and age finished full-time education, May 2006
- Figure 21: Attitudes affecting consumption of meat, by gender, age, social grade, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, tenure, ITV region, ACORN group, technology users, daily newspaper readership, commercial TV viewing, supermarket used, household size, car usage, detailed lifestage groups and age finished full-time education, May 2006
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- Figure 22: Consumer nets on vegetarian tendencies, by gender, age, social grade, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, tenure, ITV region, ACORN group, media usage, commercial TV viewing, supermarket usage and household size, May 2006
- Figure 23: Consumer nets on vegetarian tendencies, by whether considered to be a vegetarian, May 2006
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- Figure 24: Consumer nets on vegetarian tendencies, by reasons to be vegetarian/eat less meat, May 2006
- Figure 25: Consumer nets on vegetarian tendencies, by foods eaten, May 2006
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- Figure 26: Consumer nets on vegetarian tendencies, by experiences of vegetarianism, May 2006
- Figure 27: Consumer nets on vegetarian tendencies, by attitudes towards vegetarianism, May 2006
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- Figure 28: Consumer nets on reasons for being vegetarian/eating less meat, by gender, age, social grade, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, tenure, ITV region, ACORN group, media usage, commercial TV viewing, supermarket usage and household size, May 2006
- Figure 29: Consumer nets on reasons for being vegetarian/eating less meat, by food groups eaten and food groups avoided, May 2006
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- Figure 30: Consumer nets on reasons for being vegetarian/eating less meat by attitudes towards vegetarianism, May 2006
- Figure 31: Consumer nets on reasons for being vegetarian/eating less meat, by experiences of vegetarianism, May 2006
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