Focus on Meat-Free 2016

Transcription

focus on... meat-free
54 Veggie options
More baskets add meat-free
products as 280,000 shoppers
enter the category
56 Making the most of Mo
Quorn leads the way in meat-free
advertising, with a 10% increase
in exposure for its Mo Farah ads
57 Stripping off
Rice protein, soya and houmous
feature in our list of NPD with no
‘nasty chemicals’
Free meat-free!
Brits have spent £16m more on meat-free as more go veggie. Can
moving products to mainstream fixtures further boost growth?
Andrew Don
M
acca, Morrissey and the rest of
the veggie gang will be pleased.
Vegetarians have never had it so
good. Not only has the price war
driven the price of vegetables to record lows,
but Britain’s supermarkets are devoting evergrowing amounts of space to meat-free items.
Sales are booming, up 6.2% to £268.6m on
volumes up 7.2% [Kantar Worldpanel 52 w/e
28 February 2016]. Impressive, yet players say
for sales to reach full potential, retailers need
to follow the lead of some and stock meat-free
alongside regular items. In short, meat-free
needs freeing from specialist fixtures in store.
Get the full story at thegrocer.co.uk
The rationale is simple: meat-free is going
mainstream. Brits might not all be going
veggie or vegan (although veggie and vegan
brands do report growing interest), but more
are cutting meat from their diets. February’s
British Social Attitudes survey revealed that
29% are trying to eat less meat.
“Seventy-three per cent of people who
buy Quorn are not vegetarians,” says Julian
Cooke, head of category management at
Quorn, the sector’s biggest player. “In frozen,
we wanted to break out of the meat-free fixture. Since last month, we are in the healthy
ready meals fixture in Sainsbury’s, which we
think makes sense as most of our customers
are not vegetarians.”
MEAT-FREE BESTSELLERS
52 w/e 27 February 2016
VALUE
VOLUME
£m y-o-y %
kg (m) y-o-y %
Quorn
137.4
1.7
Linda McCartney 26.7
6.7
Cauldron
16.3 11.9
Higgidy
4.2 25.6
Birds Eye
2.6 –16.4
20.8
4.9
2.2
0.3
0.7
5.9
7.5
12.9
20.7
–8.4
Data provided by IRI, formerly named SymphonyIRI Group. Driving the
transformation of the consumer packaged goods (CPG), retail, and healthcare
industries, IRI provides market and shopper information, predictive analysis
and the foresight that leads to action. Visit www.iriworldwide.co.uk for further
information.
14 May 2016 | The Grocer | 53
The Grocer_Layout 1 03/05/2016 14:47 Page 1
®
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MEATfreeFREE
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STYLE
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free •ARTIFICIAL
veganHYDROGENATED
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FATS
COLOURS
OILS
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VBites
- Redwood
Burkitt Road,
Earlstrees
Industrial
Northants
NN17
4DT
• kosher • lactose free • vegan • halal • nut free • vegetarian • kosher • lactose free • vegan • halal • nut free • vegetarian • kosher • lactose free • vegan • halal • nut free •
t 01536 400 557 f 01536 408 878 [email protected]
vegetarian • kosher • lactose free • vegan • halal • nut free • vegetarian • kosher • lactose free • vegan • halal • nut free • vegetarian • kosher • lactose free • vegan • halal • nut
• nut free •vegetarian • kosher • lactose free • vegan • halal • nut free • vegetarian • kosher • lactose free • vegan • halal • nut free • vegetarian • kosher • lactose free • vegan •
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PRODUCING DELICIOUS, TASTY, CREATIVE
ALTERNATIVES TO MEAT, FISH, DAIRY & EGG
Meat Balls Slices
Rolls
www.vbitesfoods.com
“We are ensuring that
vegetarian snacking is
no longer seen as a
compromise on taste”
●● Growth for the meat-free
category has accelerated
to 6.2%, driven by volumebased growth coming from
280,000 more shoppers and
more baskets featuring a
meat-free product.
●● Prices have fallen in
almost all areas, driven
by price competition and
brands promoting more
volume. With a view to
making products more
affordable, the higher
priced x-for-y deals have
become less important,
while temporary price
cuts, still a relatively small
part of the market, have
increased in importance.
●● Brands dominate this
category and continue
to set the pace in terms
of growth. Quorn, as the
leading player with over
half of all spend in the
category, also contributes
the most growth, with
strong performance in most
sectors of the market.
●● There is development in
both fresh and frozen but
greater levels of growth
and activity in frozen.
Value-added products such
as steaks and escalopes
have performed well,
demonstrating frozen can
outperform chilled when
the investment is placed in
the products.
●● The health credentials
of meat-free are an
important factor in the
strong performance of this
category. Manufacturers
are reminding consumers
these products are high in
protein and low in satfat.
David Sampson
Kantar Worldpanel
54 | The Grocer | 14 May 2016
TAKE-HOME SHARE
VALUE
Mince, pieces, tofu, etc
Sausages
Grills (escalopes)
Burgers
Ready meals
Pastry
Deli products
Meal centres
Snacks
TOTAL
£m
63.0
44.3
28.7
27.8
23.5
23.4
21.3
19.7
16.8
268.8
y-o-y %
4.6
4.4
–1.0
12.9
6.4
11.2
8.9
3.0
15.0
6.2
VOLUME
kg (m)
y-o-y %
12.8
8.0
5.0
5.4
4.5
4.1
1.4
3.2
2.1
46.5
12.1
4.3
–4.7
6.2
9.6
13.3
6.8
4.3
13.6
7.2
CHILLED VS FROZEN
VALUE
Chilled
Frozen
£m
102.9
165.9
y-o-y %
5.2
6.9
VOLUME
kg (m)
y-o-y %
12.5
34.0
5.7
7.7
BRANDED VS OWN LABEL
VALUE
Branded
Own label
£m
y-o-y %
grocery
category
215.4
53.4
10.1
–6.9
VOLUME
kg (m)
34.8
11.7
y-o-y %
12.6
–6.5
RETAIL SHARE
Waitrose
Sainsbury’s
Iceland
Asda
Tesco
Morrisons
The Co-operative Group
Marks & Spencer
Aldi
Lidl
Independents & symbols
4.9
14.5
2.1
13.9
25.3
10.2
5.1
3.4
4.8
3.7
1.1
7.1
20.1
2.9
15.6
28.2
8.5
4.0.
2.0
2.2
1.1
0.2
TRADING
VALUE
index
y-o-y %
145
139
138
112
111
83
78
59
46
30
18
The take-home snapshot is produced by Kantar Worldpanel. Kantar Worldpanel monitors the grocery
retailer take-home purchasing habits of 30,000 demographically representative British households.
Call 020 8967 0007 or visit www.kantarworldpanel.com for details
20.2
7.6
0.6
–0.1
6.6
–2.5
27.8
–14.3
6.8
3.9
–29.0
Cooke’s message is clear: “Meat alternatives no longer belong in a separate freezer
and should be merchandised alongside meat
equivalent products.”
Other meat-free players will be listening
carefully because what happens to Quorn
matters to the wider meat-free market. The
brand dominates the category, accounting
for 57.7% of sales, and has achieved growth
of 1.7% to £137.4m on volumes up 5.9% in the
past year [IRI 52 w/e 27 February 2016].
Merchandising
Not everyone agrees with Quorn’s argument
that frozen meat-free products should be
stocked alongside meat products in the freezers, however. “We believe frozen meat-free
plays an important destination role within
store, whereas chilled meat-free is up against
a greater level of non-meat choices within
other areas of the chilled fixture,” says Jeremy
Hudson, chief executive at Linda McCartney
owner Hain Daniels Group.
Gary Johnson, marketing director of
Goodlife, suggests stocking meat-free and
meat products together can be a particular problem for products that do not mimic
meat, such as its Spicy Veg Bean Burgers and
Mushroom & Spinach Kievs. “I’ve gone into
The Co-op to see our parsnip, carrot & nut
burgers sandwiched between Young’s fish
and Brain’s Faggots,” he says, arguing that
such proximity to meat products could put
off some consumers from buying.
It is a tough one for retailers because
although meat-free products appeal to vegetarians and some products to vegans, they
are conscious of the fact that they have to
also appeal to so-called flexitarians. That
is, those that are looking to cut down the
amount of meat they eat with veggie products. Nevertheless, the retailers that are moving meat-free products from a veggie enclave
in-store into the mainstream and investing in
NPD are seeing big gains.
For example, Waitrose, which enjoys the
greatest share of the meat-free market relative
to share of the wider grocery market [Kantar],
added five new lines to its chilled vegetarian
range last October. Meat-free buyer Joanna
Lynch says growing consumer interest in
international cuisines led to the development
of the Waitrose Mexican Lasagne and Feta &
Red Pepper Crepes. “Classic customer favourites are important, too, and the Waitrose
based on data from allergy / food societies and questionnaires
Great Food is a range of seriously tasty snacks of
vegetables, herbs and spices. Simply blended and baked,
ready for the chiller. With 1 in 3 households affected by allergies,
the Free From sector could top over £500 million by 2018.
Great Food is the only 100% natural Free From range for
the chiller, free from meat, gluten, dairy, egg and soya.
They’re convenient, healthy, delicious and can be
enjoyed on-the-go or at home. Great Food is the perfect
brand to get you into the Free From revolution!
100% natural
Gluten-free
vegan
dairy-free
soya-free
halal
kosher
fresh, free from, for everyone
For more information: Tel: 01908
GF_2015_Grocer_updated_AW_04.05.16.indd 1
641274
Email: [email protected] Web: greatfooduk.com
05/05/2016 15:04
Quorn hits
ad fast lane
with Farah
●● Quorn accounted for
97% of the top 10 brands’
ad spend and focused its
efforts on TV. It says it will
invest a record amount in
marketing and advertising,
and has embarked on a new
TV campaign, which Mo
Farah continues to front
to coincide with sporting
events, with a 10% increase
in exposure on 2015.
●● Great Food ploughed
its efforts totally into
press advertising, which
feeds into the crossconsumer appeal of its
products, noting the
number of people who
are vegetarians, coeliacs,
vegans, lactose intolerant
and who suffer from food
allergies, with the strap
One Fresh Snacking Brand.
“Ebiquity captures, organises and analyses
advertising communications from around the world
to provide clients with the visibility they require to
react to competitor activity, and give them greater
confidence to develop successful communication
strategies”
TOP MEAT-FREE ADVERTISERS
1 February 2015 - 31 January 2016
Quorn
Sabra Mezze
VBites
Linda McCartney
Great Food
The Fry Family Food Co
Cauldron
Amy’s Kitchen
TOTAL
Spicy Chilli is one of the most popular in
the range.”
Waitrose has seen sales jump by more than
a fifth in the past year; Sainsbury’s is up a
solid 7.6% and Tesco and The Co-op Group
has also seen significant growth (see left),
albeit from a low base in the case of the latter. This is thanks to the growing shelf space
being allocated to the sector and a steady
stream of innovative products being brought
to market by the sector’s brands, which dominate the market with 80.1% of total sales.
Products such as Sabra To Go, snack packs
of houmous with baked pretzels for dipping,
which rolled into WH Smith last October.
“This is a much-needed and credible vegetarian snacking solution,” says Toby Langton,
marketing director at brand owner Osem
UK. “We are ensuring that the category is no
longer seen as a compromise on taste.”
Sabra is an example of a key trend in the
meat-free sector: snacking. Meat-free snacks
56 | The Grocer | 14 May 2016
TOTAL
CHANGE
£
y-o-y %
7,121,149
156,778
17,020
16,989
15,079
6,750
4,091
2,525
7,340,381
9.9
117.9
–44.2
0.7
–59.9
11.2
MEDIA
Cinema %
have enjoyed the greatest value percentage
rise in the sector in the past year, of 15% on
volumes up 13.6%. Market experts point to
events outside of the supermarkets as evidence that the meat-free snacking market has
plenty more potential.
This includes the announcement in March
that Pret A Manger had seen a 14% hike in
sales to £676.2m in 2015 thanks to increased
demand for healthy and vegetarian products. New ranges launched by the chain in
2015 included its grain-based ‘SuperBowl’
salads, with 17,000 of the beets, squash &
“This category is getting
more of the attention it
deserves. The variety of
products is changing”
•
•
•
•
•
•
•
•
•
Outdoor %
•
28.9
•
•
•
•
•
•
0.6
Press %
•
71.1
100.0
100.0
100.0
100.0
100.0
100.0
2.4
Radio %
•
•
•
•
•
•
•
•
0.0
TV %
100.0
•
•
•
•
•
•
•
97.0
feta meal sold every week, out-performing
chicken and salmon options. Avocado was
the fastest-growing ingredient for Pret, with
customers eating five million in total.
“Last year thousands of customers told us
they were trying to eat less meat,” said Pret
CEO Clive Schlee at the time. “This year we
have challenged ourselves to increase our
vegetarian options in all shops, as well as
opening a veggie-only pop-up shop to learn
more from our customers.”
Another trend worth taking note of is the
addition of so-called ‘superfoods’ and plantbased proteins to meat-free products’ recipes. Fry’s Family Foods, for example, has
launched flaxseed, rice protein, quinoa and
chia products to its Nature’s Plant Proteins
range. “Gone are the days when the vegetarian could only hope or expect to get a veggie sausage or burger,” says brand manager
Nicola Yates, pointing to the range, which
includes rice protein & chia nuggets, as
evidence of the sector’s ongoing premiumisation. She adds retailers are recognising price
is not always the main driver for the category
and consumers will pay for quality, taste and
points of difference.“Too many retailers still
have duplication on shelf,” says Yates. “With
price-driven lines stocked by discounters,
this is not always the route to success.”
Price
Nevertheless, meat-free is not immune to the
deflation that’s gripping the wider market,
thanks to the ongoing price war and more
general macro-economic factors.
“Prices have fallen in almost all areas of
the category driven by the price competition in the wider market and brands promoting more volume than in the previous year,”
says Kantar analyst David Sampson. “With
a view to making products more affordable,
the higher-priced Y for £X deals have become
less important, while temporary price cuts,
admittedly still a relatively small part of the
market, have increased in importance.”
Key to retaining value will be the development of higher-priced, more premium products, say the sector’s movers and shakers.
VBites, for example, has developed three new
chilled products that will launch later this
year – Scampi Style Bites, Pulled Pork Style
and Peri Peri Burger (see panel, right).
The market leader has also been busy
when it comes to NPD. “At the end of last
year, Quorn introduced its first vegan range
to appeal to a new target audience and drive
further penetration,” says Cooke, adding the
range has already broken into the UK’s top 10
of veggie ranges. It is currently rolling into
Asda for the first time, and distribution is
growing in Tesco, Sainsbury’s and Morrisons.
Quorn has also bolstered its range with the
addition of three new British classics: Meat
Free Mince and Sweet Potato Casserole; ‘Meat
Free Chicken and Pesto Risotto; and ‘Meat
Free Chicken and Bacon Lattice. “We’ve also
introduced gammon steaks,” adds Cooke.
“They’ve performed exceptionally well and
become the highest-performing NPD of the
last quarter.”
But regardless of where it’s stocked, the
omens are good for the meat-free sector, says
Vanessa Brown, head of business and catering at The Vegetarian Society. “This category
is getting more of the attention it deserves,”
she says. “The variety of products available
appears to be changing for the better.”
Quorn’s Cooke says the next focus will
be new meal occasions. “Meat alternatives
are developing to be included in more occasions outside of the evening meal,” he says.
“There are some great opportunities around
the lunchtime occasion with exciting NPD to
be announced later this year.”
So meat-free isn’t only being freed from its
fixture, but also from supper time.
Fry’s Nature’s Plant Proteins
Launched: November 2015 Manufacturer: The Fry Family Food Co
The Nature’s Plant Proteins range offers lines such as Quinoa & Fresh Coriander
Falafel Burgers (rsp: £2.95/300g), Rice Protein & Chia Nuggets (rsp: £2.93/240g) and
Rice Protein & Chia Stir Fry Strips (rsp: £2.99/300g). “The Fry’s Natures Plant Protein
range not only offers a great product in the meat-free category, but unlike some other
vegetarian brands can also claim to be 100% vegan as well as non-GM, and free from
hormones, antibiotics and nasty chemicals,” says brand manager Nicola Yates.
Sabra Hummus, Red Cabbage Salad
Launched: May 2016
Manufacturer: Osem
Sabra is adding to its range of houmous and dips with a
Hummus with Za’atar and a Red Cabbage Salad (both rsp:
£2.10/200g). “Innovation continues to be key for 2016 with
Sabra continuing to introduce more authentic dips and
houmous to build on its success in the category,” says Toby
Langton, Osem UK marketing director.
Sunblush Tomato & Olive Grill
Launched: May 2016
Manufacturer: Goodlife Foods
Goodlife Foods’ Sunblush Tomato & Olive Grill can be
barbecued or oven-cooked straight from frozen and joins
a range that includes lines such as Mushroom & Spinach
Kiev, Leek & Caerphilly Glamorgan Sausages, Beetroot &
Feta Sausages, and Spicy Veg Beanburgers with a kick of
Chipotle Chilli. Rsp: £1.89/two-pack.
V Bites Scampi Style Bites
Launching: Summer 2016
Manufacturer: VBites
This plant-based alternative to the pub lunch classic has
many of the health benefits of the genuine article, claims
V Bites, but none of the sustainability issues. Unlike most
scampi products, Scampi Style Bites are chilled rather
than frozen; the bread crumb coated ‘fish-free’ flakes come
in 150g bags and will roll out later this year.
14 May 2016 | The Grocer | 57

Focus on Meat-Free 2016

Transcription

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