Attitudes Towards Vegetarianism - UK - September 2006

ISSUES IN THE MARKET
Definitions
INSIGHTS AND OPPORTUNITIES
Marketing to the meat eaters
Healthy not hippy
MARKET IN BRIEF
Dedicated followers
Market drivers
Role of marketing
The consumer
FAST FORWARD TRENDS
Holistier than thou
Observation:
Evidence:
Implication:
Opportunities:
Food and mood
Observation:
Evidence:
Implication:
Opportunities:
INTERNAL MARKET ENVIRONMENT
Slow growth in vegetarianism
Scares feeding vegetarianism
Moves towards healthy eating
Lifestyle
Clearer labelling
Catering for wider tastes
Increased options
BROADER MARKET ENVIRONMENT
Demographic trends provide mixed blessing
Figure 1: UK population, by age (000s), 2001-11
An informed choice
Variety the spice of life
COMPANIES AND PRODUCTS
Premier Foods
Hain Celestial
Cranks
Simply Organics
Others
CHANNELS TO MARKET
Greater presence on shelf
Figure 2: Retail distribution of meat substitutes, 2001-05
In-store positioning
Wider choice across the board
ORGANISATIONS
 KEY PLAYERS: ORGANISATIONS
Vegetarian Society
Vegetarian & Vegan Foundation
Vegan Society
Viva!
BRAND COMMUNICATION AND PROMOTION
Figure 3: Main monitored media advertising spend on vegetarian brands, 2001-05
Handful of manufacturers dominate adspend
Figure 4: Total media advertising spend on vegetarian brands, by advertiser, 2001-05
Sexing up stale image
Figure 5: Main monitored media advertising, by advertisers, 2001-05
THE CONSUMER – WHO?
Figure 6: Attitudes towards vegetarianism, 2001-05
Meat is a must
Vegetarian profile
 CONSUMPTION BY FOOD GROUP
Figure 7: Topline food groups incorporated into diet, May 2006
Figure 8: Other foods eaten by those who consume meat substitutes, May 2006
CONSUMER – ATTITUDES
Figure 9: Topline attitudes towards being a vegetarian, May 2006
Figure 10: Topline attitudes towards vegetarianism and eating meat, May 2006
Meat remains manly
CONSUMER – FURTHER ANALYSIS
Pragmatism overrides ethics
Figure 11: Topline factors affecting consumption of meat, May 2006
Health issues the key
Ethical issues
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
Slow growth in vegetarianism
Improved availability and quality of vegetarian food
Going mainstream or flexitarian?
The following represent opportunities
APPENDIX
Consumer research
ACORN
Advertising data
 ABBREVIATIONS
 THE CONSUMER – WHO? DETAILED DEMOGRAPHICS
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
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
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
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
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
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
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
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
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
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