Health perception plays a large role in use of meat alternatives. One third of consumers indicate using products in the category because they are healthy, higher than any other reason measured in the report (including the reduction of meat consumption).
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Table of Content
Scope and Themes
What you need to know
Consumer survey data
Abbreviations and terms
Sales of meat alternatives reach $553 million in 2012
Figure 1: Conventional channel, natural supermarket, and specialty supermarket sales of meat alternatives, at current prices, 2010-12
Burgers lead meat alternatives sales
Figure 2: Conventional channel, natural supermarket, and specialty supermarket sales of meat alternatives, by segment, 2012
MorningStar Farms represents 60.7% of category sales
Figure 3: Sales of meat alternatives, by top six leading brands, Q1 2012 and Q1 2013
Vegan claims heat up
Figure 4: Meat alternatives launches, by top five claims, 2008-12
18-44s appear as target audience for meat alternatives
Figure 5: Use of meat alternatives, by age, March 2013
Health leads reasons for use of meat alternatives
Figure 6: Top six reasons for use of meat alternatives, March 2013
Less than half of participants in the category are using products as substitutes
Figure 7: Select ways in which meat alternatives are used, March 2013
What we think
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Issues and Insights
Can meat alternatives become primary offerings rather than substitutes?
Insight: Meat alternatives should boast about what they have, not simply what they lack
Are meat alternatives meeting the health needs of consumers?
Insight: Being explicit and specific about health benefits will assist in attracting users
What can the category do to grow sales among current users?
Insight: Vastness of product offerings allows room for targeted positioning
What can the category do to attract the attention of nonusers?
Insight: Consumers need to be reminded of the existence and value of meat alternatives
Trend: The Real Thing
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