Trend: Meat Eating Decreases

Government figures show a reduction over the past several years in meat eating (although this has currently stabilised), as a result, at least in part, of food scares.

Research for Vegetarian Foods, a new report from market intelligence provider, Key Note, reveals that a significant number of consumers (35.2%) agreed that, as a household, they have reduced their meat consumption over the last five years. While this is not the same as becoming a vegetarian, it indicates considerable support for a less meat-related diet.

In its maturity, the market for vegetarian foods has positioned itself within the mainstream of the overall foods market, with ‘vegetarian’ foods being eaten by many people who would not describe themselves particularly as being vegetarian. These consumers may view themselves more as meat reducers, or just those seeking a healthier and more varied diet – with vegetarian foods claiming to be lower in saturated fat and containing higher levels of dietary fibre, minerals and vitamins. Products are now being marketed accordingly, with labels that describe the items as ‘suitable for vegetarians’ or ‘not just for vegetarians’.

Latent support for vegetarianism is also indicated by the survey’s finding that 39.2% of respondents claimed to be concerned about meat-related health scares, such as bovine spongiform encephalopathy (BSE), foot-and-mouth disease or avian flu. This was much more the case among women (46.4%) than among men (31.8%), and penetration rates of 40% or higher were recorded among respondents aged 35 and older. A significant 26.7% of consumers agreed that they consider a vegetarian diet healthier in general than one containing meat. Despite this belief, however, this is clearly not supported by a similar proportion of people actually becoming vegetarian.

In fact, the report found that only eight percent of those surveyed claimed to be either vegetarian themselves or to have a vegetarian in the household. Furthermore, the proportion of those eating more vegetarian products now than they were 12 months ago is apparently balanced out by an almost equal proportion eating less.

Market growth is likely to be maintained by the support of government initiatives to make the population more aware of healthier eating habits. Against a backdrop of a decline in the number of vegetarians in the population, manufacturers look set to continue to trade on the more mainstream nature of the vegetarian foods market. Key Note forecasts that, between 2007 and 2011, sales of vegetarian foods will continue to grow, but at a slower rate of between 6.2% and 6.9% year-on-year.