“Meat-free food is criticised by two in five consumers for being artificial, bland and boring, yet the level of innovation in the category suggests the market is constantly evolving. Increased investment in above-the-line spend is necessary to communicate these improvements to consumers, while ongoing focus on new product development is vital to ensure that products deliver on taste.”

– Kiti Soininen, Head of UK Food, Drink & Foodservice Research

“Meat-free food is criticised by two in five consumers for being artificial, bland and boring, yet the level of innovation in the category suggests the market is constantly evolving. Increased investment in above-the-line spend is necessary to communicate these improvements to consumers, while ongoing focus on new product development is vital to ensure that products deliver on taste.”

– Kiti Soininen, Head of UK Food, Drink & Foodservice Research

This report answers the following questions, among others:

How can companies overcome negative consumer perceptions about meat-free food?

How can meat-free brands capitalise on the weaknesses of the meat market?

What areas hold development potential for free-from foods?

What factors can manufacturers leverage to attract new users to the free-from market?