Meat eaters are driving the growth of the £582m (US$950.3m) UK vegetarian processed food sector, according to a new survey by the Food and Drink Federation.
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The food industry group’s Vegetarian (Meat-Free) Liaison Group survey revealed that two thirds of Britons have eaten a meat-free meal in 2003. Of those, 7% were vegetarians while over half (58%) cited variety as the main reason for choosing a meat free meal.
One in three (34%) bought meat-substitute products such as veggie sausages, kebabs or burgers for their main evening meal, 84% enjoyed pasta dishes, two-thirds (65%) opted for meat-free pizza and 55% tucked into ready meals.
Whilst the sector has grown 8% in the last year, the survey revealed that one in four (26%) would still like more choice. A third (35%) of those that hadn’t eaten a meat-free meal said that a wider choice might tempt them to try a meat-free option. Nearly a third (29%) would be persuaded by money off promotions and nearly half (46%) if offered a meat free meal by friends or family.
“The processed meat-free sector has developed considerably over the past decade with more products than ever appearing on supermarkets shelves. The quality of products in this sector has also dramatically improved helping to sustain the growth in this sector,” FDF’s deputy director general Martin Paterson said.
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By GlobalDataThe group also found that 15% of Britons cited health as the main reason for choosing a meat-free meal.
Meat substitute products were most popular with 16-24 year olds, with over half of this age group (52%) having bought them in 2003. One in four (26%) over 65s had opted for such products too.
Of those that hadn’t eaten any meat-free meals, this year, nearly half (49%) said the main reason was that they liked meat or poultry in all their main meals. One in four (24%) said that meat-free products didn’t appeal, with one in six (15%) admitting that they had never considered a meat-free meal at all.
