AHDB examines factors driving the plant-based meat trend

By Ashley Williams

- Last updated on GMT

'Trying something new' was one of the main drivers of the growth of plant-based meat
'Trying something new' was one of the main drivers of the growth of plant-based meat
The Agriculture and Horticulture Development Board (AHDB) has launched a report into the factors driving attention to the plant-based food trend and how it may impact the future prospects of the meat industry in the UK.

AHDB worked with YouGov to gather information about meat eaters’ perceptions of plant-based meals and whether they would be interested in trying vegan dishes.

The research showed that there was a growing appetite for alternative proteins as meat eaters claimed that they were keen to “try something new”.

The results showed that there was a high crossover in in the purchase of meat alternatives, with almost half of Quorn sales being made by meat-eaters.

However, the vast majority of the population regarded themselves as meat-eaters – with figures from Kantar showing that 91% of British households purchased red meat.

A total of 7% of the population classified themselves as vegetarian, with 4% pescetarian (only eating fish and dairy) and just 2% vegan. Flexitarians – who cut down on meat consumption for health reasons – made up a further 7% of the population.

AHDB’s senior consumer insight analyst Susie Stannard said the industry needs to commit to working together throughout the supply chain to retain consumer’s trust for meat production.

“There are changes on the horizon but, as yet, British consumers, by and large, are maintaining their desire to eat meat and dairy,” said Stannard. “But there are opportunities to be had in moving beyond commoditisation of meat and dairy and looking towards more brand and solution-led marketing.

“We have found that many more people are interested in taking on board some elements of a plant-based diet even if they are not willing to commit full-time.”

Plant-based meats have swept the international meat industry over the past 12 months, with companies such as Beyond Meat, Vivera and Naturli’ Foods entering major UK retailers.

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