Vegan firms should target meat eaters

By Oscar Rousseau contact

- Last updated on GMT

The meat-free market is expected to hit $5.2bn by 2020
The meat-free market is expected to hit $5.2bn by 2020

Related tags: Veganism

Meat eaters with an appetite for vegetables could be a cash cow for meat-free food companies, according to data from Innova Market Insights. 

The research company said that the rise of flexitarianism​ – the habit of occasionally eating meat - had opened the door to new marketing opportunities for vegan and vegetarian food producers, who should be targetting meat eaters and non-red-meat eaters.

This trend represents a growing opportunity for high-quality meat alternatives, which is also being reflected in the 24% average annual growth in global meat substitute launches recorded between 2011 and 2015,​” said Lu Ann Williams, director of innovation at Innova Market Insights.

Strategies to unlock the potential for growth in the flexitarian market will be addressed by Innova Market Insight at the IFT 2016 trade show in Chicago, 16-19 July.

‘Opportunity’

Germany tops the list of nations leading meat-free trends and boasts high levels of new product development in the meat alternative market. Nearly 70% of consumers in Germany also claim to eat one meatless meal a week. The US, at 38%, is significantly behind Germany, but 120m peole have a meat-free meal a week, which represents a big opportunity, according to Innova.

Williams said a “key area of opportunity​” in the meat substitutes market may be targeting meat-eaters as much as vegetarians.

While many vegetarians may opt for a diet rich in vegetables and beans, meat eaters may turn to meat substitutes if the product is right. Instead of just finding alternatives, technological solutions also need to be focusing on the development of meat substitutes closely mimicking the taste and texture of meat products.​”

Related news

Show more

Related products

show more

The unique natural anti-oxidant for meat applications

The unique natural anti-oxidant for meat applications

Kancor Ingredients Limited | 28-Feb-2019 | Technical / White Paper

Fresh meat is preferred in bright red colour but is highly prone to oxidation and is colour sensitive to extracts. Kancor’s OxiKan R, a highly refined...

Microbiological safety of raw-fermented sausages

Microbiological safety of raw-fermented sausages

Jungbunzlauer | 18-Feb-2019 | Technical / White Paper

Raw-fermented sausages are prone to the contamination with pathogens such as Salmonella and Listeria. Jungbunzlauer gives a new impetus to the exploration...

Heat and light stable, award-winning natural colours

Heat and light stable, award-winning natural colours

Kancor Ingredients Limited | 05-Oct-2018 | Technical / White Paper

Consuming food involves more than just taste. It is a full sensorial experience. The visual appearance is one of the most powerful ways to capture a consumer’s...

Natural Green Hues in Beverages - Stable, Vibrant, Safe

Natural Green Hues in Beverages - Stable, Vibrant, Safe

Kancor Ingredients Limited | 07-Sep-2018 | Technical / White Paper

Demand for natural colours is on the rise in comparison with synthetic colours, derived from petrochemicals/other sources. Green colour in food industry...

Related suppliers