Vivera sees growing demand from US and Australian retailers

Following its European success, the business revealed it had been approached by retailers and companies outside Europe.

The plant-based business currently sells its products, such as steaks and schnitzels, to 26 countries, which are all reporting significant sales uplifts, according to Vivera’s head of sales Richard Janson.

“We are getting requests from companies outside Europe, including retailers from countries such as Australia and the USA​,” Janson said. “Spain and Italy are the biggest markets for our products, but we are witnessing an upsurge in sales from countries such as the UK following our launch into retailers including Tesco and Sainsbury’s​.

“Even though we are a Dutch-based company, the market is also exploding in Holland and the company’s sales have exceeded for the fourth year in a row by 30%. I don’t know a market where plant-based meat sales are not growing at the moment​.”

The news comes as Nielsen released data, commissioned by the Plant Based Foods Association, reporting that plant-based meats sales in the US had grown by 24% this year in comparison to 6% in 2017, as sales topped the US$670 million mark. In contrast, animal meat sales grew by just 2%.

Mainstream​

Plant Based Foods Association, a trade body that represents 114 of America’s leading plant-based food companies, said the plant-based foods industry had gone from being a relatively niche market to fully mainstream.

“Plant-based meat and dairy alternatives are not just for vegetarians or vegans anymore; now, even mainstream consumers are enjoying these delicious and innovative options in the market today​,” said Plant-Based Foods Association’s executive director Michele Simon.

“The new data confirms what we are hearing and seeing every day from our members: sales are up, investment is increasing, and new jobs are being created in the plant-based foods industry. It is important that regulators and legislators treat our industry fairly and the playing field for plant-based foods is level and fair at state and national levels​.”

Commenting on the figures, Janson said that he was “surprised​” by Nielsen’s data.

“It’s quite a big difference​,” Janson added. “But we worked with Nielsen for sales in the Dutch market, where the plant-based meat sector has grown by 27.2% this year compared to 22-25% last year​.”