An exploration into diets around the worldIpsos UK
Ipsos MORI asked consumers across 28 countries what their current diet is, and the length of time they have been making these dietary choices. We found that the omnivorous diet is the most common diet globally (73%). We also looked at the period of time people have followed their current diet, and found that the majority of omnivores have followed the diet for more than two years, whereas vegetarianism is often a new diet.
In the UK, we found some small demographic differences in diet preferences. For example, females are more likely to follow a vegetarian diet compared to males. We also found that the older population are more likely to be omnivorous, whereas the younger population are more likely to follow a meat free diet.
The report is focused around the UK market, however, we have also included some of the more interesting global data. Regional variations include North Americans being significantly more likely to follow an omnivorous diet (82%), Latin Americans being significantly more likely to follow a flexitarian diet (21%), and Middle East Africans being significantly more likely to be pescatarian (5%) compared to other regions.
For plant-based meat alternatives a glance inside the consumer mindset shows a growing tendency to go “green” as the desire for healthier lifestyles drives purchases of plant-based foods and beverages.
In a nation known the world over for its livestock production and meatfilled
barbeques, millions of Australians are reducing their meat intake and
interest in plant-based alternatives is gaining considerable momentum.
Drawing on nationally representative market research conducted by
Colmar Brunton, this report serves to provide some key insights into
Australian consumers’ evolving relationship with meat. Whose choices
are changing and why, and what’s driving interest in plant-based meat
alternatives?
Read on to discover what really matters to Australians when they head
to the grocery store or sit down to a meal with friends and family.
This presentation is the slides from the Environmental Futures & Big Data Impact Lab's (Impact Lab) Sustainable Food Systems Challenge, on 11 June 2019 at Rothamsted Research's North Wyke Farm in Devon.
The slide pack provides an overview of the Impact Lab itself, as well as presentations on:
- Consumer Perspective of Food (Will Jackson, AHDB)
- Sustainable Diets & Role of Livestock (Professor Michael Lee, Rothamsted Research)
- (contact info for) Linking Ruminant Emissions to Climate Impact, and the Sustainability of Production Systems (Dr. John Lynch, University of Oxford)
- Sustainable Beef Supply Chain (Ian Wheal, Breedr)
- Farmers’ Perspective of Food Sustainability (Patrick Holden, Sustainable Food Trust
- Growth Hub Opportunities for Agritech (David Hynd, Heart of the South West Growth Hub)
The Impact Lab offers free support to businesses looking to create new products and services by capitalising on Big Data and Environmental opportunities. It also helps academics and scientists to commercialise their expertise.
The Impact Lab is part-funded by the European Regional Development Fund. It is a 3-year collaborative project between: University of Exeter, Exeter City Futures, Met Office, University of Plymouth, Plymouth College of Art, Plymouth Marine Laboratory and Rothamsted Research.
For further information and general enquiries, please contact: info@impactlab.org.uk
This report explores meat-eating behavior among the general population. It asks which groups are more of less amenable to reducing meat intake , what the characteristics of these groups might be and how these behaviours align with attitudes and Behaviours in other aspects of life
An exploration into diets around the worldIpsos UK
Ipsos MORI asked consumers across 28 countries what their current diet is, and the length of time they have been making these dietary choices. We found that the omnivorous diet is the most common diet globally (73%). We also looked at the period of time people have followed their current diet, and found that the majority of omnivores have followed the diet for more than two years, whereas vegetarianism is often a new diet.
In the UK, we found some small demographic differences in diet preferences. For example, females are more likely to follow a vegetarian diet compared to males. We also found that the older population are more likely to be omnivorous, whereas the younger population are more likely to follow a meat free diet.
The report is focused around the UK market, however, we have also included some of the more interesting global data. Regional variations include North Americans being significantly more likely to follow an omnivorous diet (82%), Latin Americans being significantly more likely to follow a flexitarian diet (21%), and Middle East Africans being significantly more likely to be pescatarian (5%) compared to other regions.
For plant-based meat alternatives a glance inside the consumer mindset shows a growing tendency to go “green” as the desire for healthier lifestyles drives purchases of plant-based foods and beverages.
In a nation known the world over for its livestock production and meatfilled
barbeques, millions of Australians are reducing their meat intake and
interest in plant-based alternatives is gaining considerable momentum.
Drawing on nationally representative market research conducted by
Colmar Brunton, this report serves to provide some key insights into
Australian consumers’ evolving relationship with meat. Whose choices
are changing and why, and what’s driving interest in plant-based meat
alternatives?
Read on to discover what really matters to Australians when they head
to the grocery store or sit down to a meal with friends and family.
This presentation is the slides from the Environmental Futures & Big Data Impact Lab's (Impact Lab) Sustainable Food Systems Challenge, on 11 June 2019 at Rothamsted Research's North Wyke Farm in Devon.
The slide pack provides an overview of the Impact Lab itself, as well as presentations on:
- Consumer Perspective of Food (Will Jackson, AHDB)
- Sustainable Diets & Role of Livestock (Professor Michael Lee, Rothamsted Research)
- (contact info for) Linking Ruminant Emissions to Climate Impact, and the Sustainability of Production Systems (Dr. John Lynch, University of Oxford)
- Sustainable Beef Supply Chain (Ian Wheal, Breedr)
- Farmers’ Perspective of Food Sustainability (Patrick Holden, Sustainable Food Trust
- Growth Hub Opportunities for Agritech (David Hynd, Heart of the South West Growth Hub)
The Impact Lab offers free support to businesses looking to create new products and services by capitalising on Big Data and Environmental opportunities. It also helps academics and scientists to commercialise their expertise.
The Impact Lab is part-funded by the European Regional Development Fund. It is a 3-year collaborative project between: University of Exeter, Exeter City Futures, Met Office, University of Plymouth, Plymouth College of Art, Plymouth Marine Laboratory and Rothamsted Research.
For further information and general enquiries, please contact: info@impactlab.org.uk
This report explores meat-eating behavior among the general population. It asks which groups are more of less amenable to reducing meat intake , what the characteristics of these groups might be and how these behaviours align with attitudes and Behaviours in other aspects of life
What are the market opportunities around soy as a plant-based protein? View SlideShare as Michelle Braun, research scientist, DuPont Nutrition & Health shares latest study on soy and how it can be a great protein source to feed the world.
In April 2016, Singapore hosted the first ever Food Vision Asia event. Food Vision Asia focused exclusively on this high growth market and the challenges it faces as increased consumer buying power drives its consumer’s appetite for a diet predicated on ‘world food’ choice and variety.
David Jago shared Mintel Insights on A Diet Revolution – How Niche is becoming the new Mainstream at a breakfast briefing on Thursday 10th September at The Westbury Hotel.
Also covered were - How Dieting is Leading People Back to ‘Natural’ Diets. Overview of Recent Health Trends e.g Free From, Rise of ‘Good Sugar’, Super-foods and Protein. The growth of ‘Protein’ – how is it effecting companies especially those in both the Dairy and Meat sector.
Sustainable alternative food Protein - Quorn Sustainability report final july...New Food Innovation Ltd
‘‘Demand for food is growing rapidly, and at the same time the land available is probably shrinking and climate change is making production more uncertain around the world. How can we produce enough food for nutritious diets in sustainable ways into the future? Quorn is an excellent example of a different way of thinking: the product has good sustainability credentials, low land footprint and is highly nutritious. What’s not to value about it?”
This report compares the price of food under two separate methodologies: direct comparisons of healthy and less healthy substitutes, and comparisons of healthy and less healthy products by edible weight. Prices were taken from two leading British supermarkets in November 2016.
There is little difference between the price of regular food products and their healthier substitutes in most categories, such as baked beans, soft drinks, milk and bread. A few healthier options are more expensive (eg. brown rice, lean mince) while others are cheaper (eg. low-sugar breakfast cereals, yoghurt). White meat is significantly cheaper than red meat, but processed meat tends to be cheaper than fillets of meat. Most healthy substitutes cost the same, or are within 10 per cent (+/-), of the less healthy option.
Consumer research shows that up to 40% of meat eaters are looking to reduce their meat consumption. Increasingly we hear consumers referencing sustainability as a driver of this. Companies, schools and restaurants are continually asking us for help in replacing meat on their menus.
In ‘The Future of Food’ review (pages 6-11) we highlight three global issues:
1. An unsustainable increase in demand for meat as populations grow in number and wealth.
2. Significant environmental impacts from the production of meat – at least 14% of Greenhouse Gas (GHG) emissions coming from livestock1
3. Major health issues associated with over consumption of meat – heart disease, Type 2 Diabetes and obesity are now of serious concern in most developed economies.
This report provides a reminder of these issues and how Quorn can play a part in resolving the problems. In addition to the clear environmental benefits compared with animal-based protein, we also continue to seek to improve the sustainability of what we do. 2016 saw us invest in many initiatives which are highlighted in the report and we are continuing to do so in 2017.
Is plant-based fish the future of seafood?Rashmi Ganesh
Rising concerns over food sustainability will see plant-based alternatives to fish becoming a massive trend in the coming years. Exotic ingredients such as banana blossom and heart of palm will grow alongside more familiar ingredients such as eggplant and carrot as potential alternatives to fish. Read this whitepaper to know why plant-based fish will be the next trend in plant-based foods.
What are the market opportunities around soy as a plant-based protein? View SlideShare as Michelle Braun, research scientist, DuPont Nutrition & Health shares latest study on soy and how it can be a great protein source to feed the world.
In April 2016, Singapore hosted the first ever Food Vision Asia event. Food Vision Asia focused exclusively on this high growth market and the challenges it faces as increased consumer buying power drives its consumer’s appetite for a diet predicated on ‘world food’ choice and variety.
David Jago shared Mintel Insights on A Diet Revolution – How Niche is becoming the new Mainstream at a breakfast briefing on Thursday 10th September at The Westbury Hotel.
Also covered were - How Dieting is Leading People Back to ‘Natural’ Diets. Overview of Recent Health Trends e.g Free From, Rise of ‘Good Sugar’, Super-foods and Protein. The growth of ‘Protein’ – how is it effecting companies especially those in both the Dairy and Meat sector.
Sustainable alternative food Protein - Quorn Sustainability report final july...New Food Innovation Ltd
‘‘Demand for food is growing rapidly, and at the same time the land available is probably shrinking and climate change is making production more uncertain around the world. How can we produce enough food for nutritious diets in sustainable ways into the future? Quorn is an excellent example of a different way of thinking: the product has good sustainability credentials, low land footprint and is highly nutritious. What’s not to value about it?”
This report compares the price of food under two separate methodologies: direct comparisons of healthy and less healthy substitutes, and comparisons of healthy and less healthy products by edible weight. Prices were taken from two leading British supermarkets in November 2016.
There is little difference between the price of regular food products and their healthier substitutes in most categories, such as baked beans, soft drinks, milk and bread. A few healthier options are more expensive (eg. brown rice, lean mince) while others are cheaper (eg. low-sugar breakfast cereals, yoghurt). White meat is significantly cheaper than red meat, but processed meat tends to be cheaper than fillets of meat. Most healthy substitutes cost the same, or are within 10 per cent (+/-), of the less healthy option.
Consumer research shows that up to 40% of meat eaters are looking to reduce their meat consumption. Increasingly we hear consumers referencing sustainability as a driver of this. Companies, schools and restaurants are continually asking us for help in replacing meat on their menus.
In ‘The Future of Food’ review (pages 6-11) we highlight three global issues:
1. An unsustainable increase in demand for meat as populations grow in number and wealth.
2. Significant environmental impacts from the production of meat – at least 14% of Greenhouse Gas (GHG) emissions coming from livestock1
3. Major health issues associated with over consumption of meat – heart disease, Type 2 Diabetes and obesity are now of serious concern in most developed economies.
This report provides a reminder of these issues and how Quorn can play a part in resolving the problems. In addition to the clear environmental benefits compared with animal-based protein, we also continue to seek to improve the sustainability of what we do. 2016 saw us invest in many initiatives which are highlighted in the report and we are continuing to do so in 2017.
Is plant-based fish the future of seafood?Rashmi Ganesh
Rising concerns over food sustainability will see plant-based alternatives to fish becoming a massive trend in the coming years. Exotic ingredients such as banana blossom and heart of palm will grow alongside more familiar ingredients such as eggplant and carrot as potential alternatives to fish. Read this whitepaper to know why plant-based fish will be the next trend in plant-based foods.
The Next Idea International Restaurant and Food Trend Forecast 2018Robert Ancill
The Next Idea (TNI) anticipates 2018 to be a very exciting year as the ever-changing restaurant and food landscape adjusts itself towards an uncertain yet deeply curious and discerning consumer.
This Presentation represents the authoritative guide to the most significant food trends anticipated in 2018.
Food production is among the leading sources of the greenhouse gas emissions that cause global warming. Food production generates up to 30% of total global emissions1,2 and is also a significant contributor to biodiversity loss, deforestation, freshwater use, and land use change.3 The production of livestock generates the highest levels of greenhouse gas emissions, whereas the production of fruit and vegetables generates the lowest levels.4 Globally, changes to food production and consumption, including reducing food waste and shifting to a more plant-based diet,5 are critical to reducing global warming and other environmental impacts.3
From plant-based beef to chicken grown from cells, alternatives to conventional meat are attracting considerable innovation and investment worldwide.
These new foods have everyone from vegans to meat corporations excited, but what does this global trend mean for Australian business, agriculture and science?
The Foodservice business in the UK accepting the Sustainable Restaurant association challenge to implement and achieve the targets outlined in this report : To reduce the meals they serve by reducing the volume of meat on the menu, food in the bin and single use plastic and packaging in their operations
Healthy Diets From Sustainable Food Systems
Without action, the world risks failing to meet the UN Sustainable Development Goals (SDGs) and the Paris Agreement, and today’s children will inherit a planet that has been severely degraded and where much of the population will increasingly suffer from malnutrition and preventable disease.
Seperation Technologies and Design of Complex Food Systems
September 12th -14th 2018 : Sponsored by the Research Foundation for Dairy Sciences Technical University of Munich @UlrichKolozik
Taste sensors imitate this taste reception mechanism through artificial lipid membranes reacting to taste molecules similarly than the tongue, allowing them to sense “taste
In order to match a market leader product, product development can be achieved through formulation of coffee blends. The Insent TS-5000Z Electronic Tongue was used to evaluate the taste profile of a target product as well as cheaper roast coffees with various origins and taste profiles.
Brief summary of the Junior consultants initiative, a well established program for internships in the UK . Providing opportunities for European and International students doing Food Science and Engineers studies, whilst supporting Uk food industry solve technical and innovation challenges
FODMAPS, Put simply, FODMAPs are a collection of short-chain carbohydrates (sugars) that aren’t absorbed properly in the gut, which can trigger symptoms in people with IBS. FODMAPs are found naturally in many foods and food additives.
Quote from the Introduction from the Global Nutrition report
"This year’s Global Nutrition Report focuses on the interdependence of the SDGs, and how progress against one goal generates progress for all. Nowhere are these linkages more evident than in the food agenda. As the producers, manufacturers and retailers of most of the world’s food, business has a responsibility to help drive the food system transformation. As a progressive food company, we are
committed to helping redesign our global food and agriculture system, to give everyone access to healthy and nutritious food and diets and thereby create a brighter future for all.
This investigation implicated raw flour as a source of an outbreak of STEC infections. Although it is low-moisture food, raw flour can be a vehicle of foodborne pathogens
The African Union in 2014 is a commitment from countries across Africa to ending hunger in the continent by 2025. Along with the other goals dealing with growth, public investment, nutrition, gender, trade, climate smart agriculture, youth and employment,
Transform Our Food Systems to Transform Our World
> Promote innovative approaches that are people-centered, eco- nomically viable, and sustainable to make farming part of the solution to climate change.
INTRODUCTION- Just In case you missed this when i first posted
There is an escalating crisis in food and farming systems. Industrial food production is damaging the environment, degrading natural resources and contributing to soaring levels of diet-related ill health. We urgently need to tackle this issue before the problem becomes even worse. But how do we go about this? And what is preventing society from doing more to change these harmful practices?
Arguably, the biggest barrier to making food and farming more sustainable is the distorted economic system which takes account of the direct costs of production, such as land, feed, seeds, labor and farming equipment, but fails to include the many externalized costs including pollution, biodiversity, social, cultural and welfare impacts. This system results in a situation where food produced intensively appears to be cheaper to consumers and more profitable to producers than food produced in a more sustainable way.
However, the external costs of this system are ultimately paid for by consumers, either individually or as part of society, even though they rarely realize this.
Institute of Brewing and Distilling - Sensory-and-Consumer-science-masterclas...New Food Innovation Ltd
Not withstanding the sophistication of modern production, distribution and retail operations, assessment of product flavour quality, both in-process and in final package, remains as important today as it has ever been.
Sensory and consumer sciences tools are essential in the production of high quality foods and beverages. In today’s competitive marketplace, the ability to describe the flavour of products in objective terms, why/why not consumers like them and to check their conformance with pre-defined quality standards is increasingly critical to commercial success.
This report analyzes the economics of the U.S. grassfed beef sector. It presents the reasons people choose to
eat grassfed beef and explores the market dynamics that shape production and consumption and the supply chain in between. It assesses whether grassfed beef is destined to remain a niche product for affluent consumers, or whether it can become a mainstream food.
Roti Bank Hyderabad: A Beacon of Hope and NourishmentRoti Bank
One of the top cities of India, Hyderabad is the capital of Telangana and home to some of the biggest companies. But the other aspect of the city is a huge chunk of population that is even deprived of the food and shelter. There are many people in Hyderabad that are not having access to
At Taste Of Middle East, we believe that food is not just about satisfying hunger, it's about experiencing different cultures and traditions. Our restaurant concept is based on selecting famous dishes from Iran, Turkey, Afghanistan, and other Arabic countries to give our customers an authentic taste of the Middle East
Ang Chong Yi Navigating Singaporean Flavors: A Journey from Cultural Heritage...Ang Chong Yi
In the heart of Singapore, where tradition meets modernity, He embarks on a culinary adventure that transcends borders. His mission? Ang Chong Yi Exploring the Cultural Heritage and Identity in Singaporean Cuisine. To explore the rich tapestry of flavours that define Singaporean cuisine while embracing innovative plant-based approaches. Join us as we follow his footsteps through bustling markets, hidden hawker stalls, and vibrant street corners.
2. Protein consumption and recent trends in the UK
March 2019
Summary
In recent years, there has been a shift towards more meat free diets, vegetarianism and
veganism. The recent rise in popularity of lifestyle dietary changes is driven by
perceived health benefits as well as by ethical concerns. Shoppers are still buying meat
and fish; more units of meat and fish were purchased in 2018 compared with 2017,
however the total volume of fish purchased declined. The servings of protein in
foodservice increased over the same timeframe. As the dietary trends are driven by
younger consumers, it remains to be seen how and to what extent they will impact on
purchases of meat and fish in future. However, the reasons for dietary changes should
not be underestimated; the food industry will increasingly be expected to accommodate
ethical concerns and offer alternative protein choices.
This factsheet aims to provide an overview of the current data for protein consumption
and sales of meat and fish in the UK and, whether UK consumers are really changing
their protein consumption habits.
Introduction
In the past three years, UK media reports refer to the rise of veganism and vegetarianism
in the UK, consumers choosing to avoid or reduce eating meat, and meat losing market
share to non-meat proteins. There has also been increasing media attention around
‘veganuary’1
, an annual campaign which has been running since 2014 to encourage
people to eat a vegan diet for January. Underpinning some of the media coverage are a
myriad of consumer surveys, showing significant increases in the number of people
reporting to follow a meat-free diet.
Questions remain as to whether the shift towards veganism and vegetarianism is
impacting on the current consumption of traditional types of protein and whether the
current situation has longevity or is just a short-term trend.
Useful definitions
Two main protein categories referred to in this factsheet are;
- Animal or meat protein; includes meat, meat products, fish, seafood.
- Non-meat protein; vegetable based protein plus other types of protein derived
from non-meat sources.
Different diets each have their own definition;
- A meat-free diet may include fish and shellfish.
- Pescatarian; eats seafood (finfish and shellfish), but not meat.
- Flexitarian; a primarily vegetarian diet but occasionally eats meat or fish.
- Vegetarian; does not eat meat or fish.
- Vegan; does not eat or use any animal or animal derived products.
1
https://veganuary.com/
3. Protein consumption and recent trends in the UK
March 2019
Estimates of the number of vegetarians and vegans in the UK
There is no official census of vegetarians and vegans in the UK; instead estimates from
different surveys are available.
In 2017, the Food Standards Agency2
surveyed 3,118 adults aged over 16 in England,
Wales and Northern Ireland. This found the respondents who considered themselves
vegetarian was 3%, with less than 1% stating they were vegan. This left 96% of those
surveyed eating a diet including animal protein. Extrapolating these figures to the UK
population for mid-2017 (66.04m)3
would result in an estimate of 1.98m vegetarians and
0.66m vegans.
An Ipsos MORI survey4
of 9,933 people aged 15+ in 2016 for the Vegan Society,
identified that 3.25% of GB adults never eat meat of any form as part of their diet. The
Vegan Society extrapolated to an estimate of around 0.54m vegans in Great Britain in
2016 (see Fig. 1), whilst also suggesting a significant rise in the estimated number of
vegans from previous years.
Figure 1 – Estimate of the number of vegetarians and vegans in Great Britain
Reference BBC
5
Recent surveys on vegetarian and vegan trends
Surveys or polls should be seen as indicative, as respondents typically provide an
answer they think they should rather than reality, however they provide valuable insight
into current consumer thinking. In the past year, a number of studies or surveys exploring
UK consumer diets have been released, all showing varying estimates and opinions on
what is happening with the rise of meat-free diets. However they all have shown some
similar findings; UK diets are changing, with non-meat, vegetarian or vegan diets
increasingly popular.
In 2018, Kantar Worldpanel6
published figures showing 29% of evening meals contained
no meat or fish, compared with 28% in 2016 and 27% in 2015 and 2014. But the rise of
2
https://www.food.gov.uk/sites/default/files/media/document/food-and-you-w4-combined-report_0.pdf
3
https://www.ons.gov.uk/peoplepopulationandcommunity/populationandmigration/populationestimates/datasets/populationestimatesforukenglandandwalesscotlandandnorthernireland
4
https://www.ipsos.com/ipsos-mori/en-uk/vegan-society-poll
5
https://www.bbc.co.uk/news/business-44488051
6 https://www.kantarworldpanel.com/en/PR/Why-2018-is-the-year-Brits-went-vegan
4. Protein consumption and recent trends in the UK
March 2019
vegan and vegetarian diets does not necessarily mean consumers are moving away
from meat overall; Kantar reported fresh meat and poultry had a strong year in 2017.
In April 2018, the Grocer7
reported on a Harris Interactive survey of more than 2,000
people. 6% of those surveyed said they were vegetarian, 4% pescatarian, and 2%
vegan. If this is extrapolated to the UK population, it suggests 7.8m people no longer
consume meat, with 3.9 million identifying themselves as vegetarian. The intention to
change their diet and reduce meat consumption in the next twelve months was agreed
by 25% of those surveyed. The reasons why people changed their eating habits included
concerns around animal welfare and the environmental impact of meat. This survey
found the trends are more apparent amongst younger consumers compared with the
over 55’s age group. However, of those surveyed, 50% found plant based alternatives
more expensive than meat, whilst 48% agreed that meat contains important nutrients
and is a vital part of a healthy diet.
In May 2018, BMG Research8
surveyed a representative sample of 1,507 adults living in
GB. Their findings showed 12% of those who eat meat may consider changing to a
vegan diet. This figure increases for those who considered themselves vegetarian (21%)
or pescatarian (25%). Of those surveyed, vegetarian and pescatarian diets were more
popular than vegan diets (3% and 4% of those surveyed respectively, compared to less
than 1% vegan). Just under one fifth of those surveyed said their meat consumption had
recently decreased. If those surveyed changed to a vegan diet, they would miss meat,
notably chicken, beef and fish (excluding shellfish). The survey indicated the main
reason to consider a vegan diet is for health benefits.
Data from IGD ShopperVista9
, based on a survey of 2,055 British shoppers, showed 1 in
6 shoppers either follow or are considering a vegan diet. In the age group 18-24, this
rose to 1 in 3 shoppers. The findings indicate that the increased adoption of plant-based
diets is not a fad; the reasons for shoppers changing their habits (health, ethical
concerns) are not going away. This is particularly apparent in the younger generation
(18-24), who are more socially conscious and will require the food industry to adapt to
meet their expectations.
Attracting media attention in late 2018, Compare the Market10
surveyed 2,000 adults in
the UK. Their findings suggested 7% of those surveyed are vegan, 14% are vegetarian,
and 31% of those polled are eating less meat than they used to. This suggests the UK
now has 3.5 million vegans, up from 0.54 million compared to two years before.
However, the questions were around people’s intentions to change to being vegan or
being vegetarian, if they wanted to reduce their impact on the planet.
In October 2018 a YouGov survey11
of 2,008 people was undertaken, where half the
respondents were ‘millennials’ (aged 20-35) and ‘Generation X’ (aged 36-53). When
7
https://www.thegrocer.co.uk/home/topics/future-of-meat/12-of-brits-follow-meat-free-diet-the-grocer-research-shows/565771.article
8
https://www.bmgresearch.co.uk/veganism-britain-today-seven-key-facts/
9 IGD ShopperVista; Veganism: millennial fad or fact?
10
https://www.comparethemarket.com/car-insurance/content/cars-against-humanity/
11 YouGov, Restaurant Consumer Survey, 2018
5. Protein consumption and recent trends in the UK
March 2019
asked what types of restaurants will be most in demand in the next two years, 75% of
millennials predicted vegan, vegetarian or those with environmental credentials.
In November 2018, Mintel12
provided an overview into their latest research on the UK
meat-free foods market. They report that in 2017, more than half of new product
launches in the meat-free foods market were vegan or contained no animal ingredients,
a rise from 28% in 2014. It suggests that the appeal of meat-free foods extends beyond
vegans; 56% of UK adults ate a vegetarian / meat-free food in the six months to July
2018. The meat-free foods market was estimated to reach £740m in 2018. The 22%
growth in sales of meat-free products seen from 2013 to 2018 is expected to continue to
increase by a further 44% by 2023, to £1.1bn. Their findings showed 34% of meat eaters
reduced their meat consumption in 2018, with younger age groups (25-34) most likely to
have done so.
In autumn 2018, Waitrose released a report13
which included a feature ‘the new
vegetarian revolution’. This was based on a poll of 2,000 adults who shop across
different retailers, as well as analysing transactions in Waitrose stores. The headline
findings were; 33.5% of the population are cutting down or cutting out meat; 21% are
flexitarian; 9.5% are vegetarian and 3% are vegan. However, more than half of those
describing themselves are vegetarian or vegan do sometimes eat meat. The main
reasons for changing to meat free diets are (in order); animal welfare, health,
environmental concerns, dislike of the taste of meat, better tasting food, fashion. People
are looking for meat free inspiration through the week.
The latest report14
from Nielsen shows 21% of shoppers are actively seeking vegetarian
and vegan options, more than those seeking organic and sustainably produced. 25% are
replacing meals containing meat with vegetarian/vegan options, with 10% eating
vegetarian/vegan options at least once a week. The vegan shopper is younger (less than
35 years old), pre-family, typically living in London and the South West and more likely to
shop online. According to their latest survey, 9% of households have a vegetarian or
vegan member.
Protein consumption and consumer purchases
Protein consumption
Defra15
family food provides data on trends of food purchased for UK consumption over a
number of years. The data on meat, fish and soya/novel proteins shows the main
sources of dietary protein are meat and to a much lesser extent fish, with a
comparatively small, but increasing, quantity of soya and novel protein foods consumed
(Fig. 2).
12
http://www.mintel.com/press-centre/food-and-drink/more-than-half-of-all-meat-free-new-product-launches-in-the-uk-carry-a-vegan-claim-1
13
https://www.waitrose.com/content/dam/waitrose/Inspiration/Waitrose%20&%20Partners%20Food%20and%20Drink%20Report%202018.pdf
14 Nielsen, Unpicking vegetarian and vegan
15 https://www.gov.uk/government/statistics/family-food-201617
6. Protein consumption and recent trends in the UK
March 2019
Figure 2 - Quantity of meat, fish and soya/novel protein purchased for consumption in UK
households (1974 to 2016-17)
Reference Defra
Meat; the most popular types of meat consumed at home are chicken, beef, lamb, pork.
Processed meat including bacon and ham, meat pies, sausages and burgers have
generally been stable or show slight downward trends over the last 10 years. Ready
meals and convenience meat products continue their upward trend.
Fish; household purchases of fish and fish products have fallen steadily since 2006.
Ready meals account for over one third of fish purchases.
Soya and novel protein foods have slowly increased their presence in UK home
consumption.
Takeaway food; the quantities of main food types purchased from takeaways for
consumption at home, is only available from 2011. This data shows that in 2016-17,
meat purchases rose to 60g per person per week, whereas fish declined to 9 g per
person per week. There is no data for non-meat protein.
Consumer purchases; how meat and fish are performing in GB foodservice
All data is from NPD Crest, to year ending December 2018 (YE Dec. 2018)
The top line performance of GB foodservice shows an estimated consumer spend of
£56.6bn, across 11.3bn visits. The total number of food and drink servings was 28.9bn.
Overall servings are shown in two main categories; protein and non-protein, however
non-protein includes vegetables, chips etc., and so does not just depict non-meat protein
sales. In this context, ‘protein’ includes meat and fish products. It is evident that overall
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Meat Fish Soya and novel protein foods
7. Protein consumption and recent trends in the UK
March 2019
‘protein’ servings were in strong growth to YE December 2018 (+7.3% based on the
previous year). ‘Protein’ also took a larger share of out of home servings. (Fig. 3)
Figure 3 – Total out of home; servings of protein and non-protein (YE Dec. 2018)
Reference NPD
Looking in more detail at the protein purchases when eating out of home, in the YE Dec.
2018, all meat and seafood experienced growth. Poultry and pork were most popular,
followed by beef & veal, seafood and, in last place, lamb. (Fig. 4)
Figure 4 – Total out of home; protein servings share and incidence (YE Dec. 2018)
Reference NPD
8. Protein consumption and recent trends in the UK
March 2019
Consumer purchases; how meat and fish are performing in GB multiple retail
All data is from Nielsen.
In the 52 weeks ending 29th
December 2018, the total spend on total meat and poultry
fell to £7,182m (down 1% from previous year), reflecting reduced spend across each of
the main meat protein categories (Fig. 5). Conversely, spend on fish (all seafood)
increased to £3,283m (up from £3,253m in the same period in 2017).
Despite the fall in sales value, the number of units sold across total meat and poultry
rose by 6m (up from 2,320m to 2,326m) (Fig. 6). Seafood sales showed 3m more units
sold than in the previous year (up from 1,159m in 2017 to 1,162m in 2018), driven by
chilled fish. However, in the same period, the total volume of fish and shellfish sold was
down nearly 4,000t, to just over 314,000t, whilst the average price per kg increased 2.2%
to £10.45. Shoppers are clearly still buying fish in-store, but in less overall quantity than
the previous year and for a higher cost per kg.
Figure 5 – Meat and fish categories, Value Sales (m), Total GB, moving annual total
(52 weeks to week ending 29
th
December 2018)
Reference Nielsen
9. Protein consumption and recent trends in the UK
March 2019
Figure 6 – Meat and fish categories, Unit Sales (m), Total GB, moving annual total
(52 weeks to week ending 29
th
December 2018)
Reference Nielsen
Why UK consumers are changing what they buy
Consumer tastes are evolving, with a range of different dietary combinations or choices
now being followed. In 2017, ‘free from’ foods were worth £1.1bn in value, up almost
£200m on the previous year (Nielsen)16
.
There are many factors influencing consumers and why they make the choices they do.
Ceasing to eat meat or animal products can be for cultural or religious reasons, ethical
reasons (e.g. animal welfare), or dietary considerations (e.g. health).
The increasing importance of ‘ethical’ credentials (Fig. 7) depicts a 16 year trend of
increasing consumer spend on ‘ethical produce’, from just over £1bn in the year 2000, to
nearly £10bn in 2016. Spending on ‘free range eggs and poultry, vegetarian meat
alternatives and sustainable fish’ has also increased over that time; however it appears
to be relatively static from 2011 onwards (estimated around £2bn pa). It is impossible to
know how much of this spend is only on vegetarian meat alternatives.
16 Nielsen, State of the Nation 2018
10. Protein consumption and recent trends in the UK
March 2019
Figure 7 - UK trend in sales of ethical produce (Defra, 2018)
17
Reference Defra
This trend is also reflected in the findings of Nielsen HomeScan data. HomeScan polls a
panel of 15,000 UK consumers on an ongoing basis to determine their habits and
preferences. Whilst value for money, natural products and convenience are still of
greatest importance, ‘free-from’, vegetarian, sustainable products/better for the
environment and vegan are also important, and are actively sought by around 10% or
less of those surveyed (Fig. 8), indicating their increasing importance to UK consumers.
Figure 8 – Credentials consumers are looking for in new food and drink purchases
(shown as a % of HomeScan respondents)
Reference Nielsen
17 https://www.gov.uk/government/publications/food-statistics-pocketbook/food-statistics-in-your-pocket-prices-and-expenditure
11. Protein consumption and recent trends in the UK
March 2019
The appeal of ‘free from’ is also increasing; of those polled, the frequency of purchase
increased from 35% to 41% between 2016 and 2017. The main reasons for purchase are
personal choice or due to dietary restrictions, however ethical credentials are also driving
these purchases (Fig. 9).
Figure 9 – The main reasons provided for why people buy ‘free from’
(figures shown as a % of HomeScan respondents)
Reference Nielsen
12. Protein consumption and recent trends in the UK
March 2019
Key takeaways
Animal protein remains popular with over 90% of UK consumers still including meat
and fish in their diet. For at home consumption, the past ten years has seen an
increased shift towards convenience foods and ready meals (which will typically
contain less protein than a joint of meat).
Shoppers are still buying meat and fish; current data from Nielsen shows more units
of meat and fish were purchased in 2018 compared with 2017, however the total
volume of fish purchased declined. The servings of protein in foodservice increased
over the same timeframe.
Recent polls indicate that a proportion of consumers are opting to reduce their intake
of meat and fish, switching to replace some meals with meat-free / fish-free options.
Consumers are also adopting different diets to avoid eating meat and fish, with a
vegetarian diet still the most popular dietary change, followed by pescatarian then
vegan. The incidence of the different diets has increased in recent years.
The recent rise in popularity of ‘lifestyle’ dietary changes is driven by perceived health
benefits as well as by ethical concerns. As the trends appear to be driven by younger
consumers, it remains to be seen how and to what extent these trends will impact on
purchases of meat and fish in future.
The reasons for younger consumers to change their diets are important and should
not be considered as just a current fad. They will expect the food industry to make
changes to accommodate the increasing importance of ‘free from’ and embed ethical
practices in food products on sale.
Other factors are currently impacting on animal protein purchases, with value for
money a significant consideration for UK shoppers and diners at present. In addition
to health and ethical concerns, current high food prices are also likely to be having a
significant influence on people’s decisions to continue eating as much meat/fish as
they used to.
13. Protein consumption and recent trends in the UK
March 2019
References
BBC (June 2018), Veganism: Why is it on the up?
https://www.bbc.co.uk/news/business-44488051
BMG Research (May 2018), https://www.bmgresearch.co.uk/veganism-britain-today-
seven-key-facts/
Compare the Market survey, Cars against Humanity, (2018),
https://www.comparethemarket.com/car-insurance/content/cars-against-humanity/
IPSOS MORI (2016), Incidence of Vegans Research, Poll Conducted for The Vegan
Society - https://www.ipsos.com/sites/default/files/migrations/en-
uk/files/Assets/Docs/Polls/vegan-society-poll-2016-topline.pdf
Defra, Family Food 2016-17, https://www.gov.uk/government/statistics/family-food-
201617
Defra, Food Statistics in your pocket: Prices and expenditure: 22 November 2018,
https://www.gov.uk/government/publications/food-statistics-pocketbook/food-statistics-
in-your-pocket-prices-and-expenditure
Food Standards Agency (2017), The Food & You Survey, Wave 4, Combined Report
for England, Wales and Northern Ireland: https://www.food.gov.uk/research/food-and-
you/food-and-you-wave-four and
https://www.food.gov.uk/sites/default/files/media/document/food-and-you-w4-
combined-report_0.pdf
Full fact checker - https://fullfact.org/health/vegans-uk/ and
https://fullfact.org/health/vegetarian-vegan-uk/
Grocer survey (April 2018), https://www.thegrocer.co.uk/home/topics/future-of-
meat/12-of-brits-follow-meat-free-diet-the-grocer-research-shows/565771.article
Grocer (July 2018) https://www.thegrocer.co.uk/home/topics/future-of-meat/what-uk-
shoppers-think-about-meat-free-and-plant-based-in-12-charts/568844.article
Guardian (November 2018) https://www.theguardian.com/business/2018/nov/01/third-
of-britons-have-stopped-or-reduced-meat-eating-vegan-vegetarian-report
Kantar Worldpanel (January 2018), Why 2018 is the year Brits went vegan,
https://www.kantarworldpanel.com/en/PR/Why-2018-is-the-year-Brits-went-vegan
Mintel (November 2018), http://www.mintel.com/press-centre/food-and-drink/more-
than-half-of-all-meat-free-new-product-launches-in-the-uk-carry-a-vegan-claim-1
Office of National Statistics (2017), Estimates of the population for the UK, England
and Wales, Scotland and Northern Ireland
https://www.ons.gov.uk/peoplepopulationandcommunity/populationandmigration/popul
ationestimates/datasets/populationestimatesforukenglandandwalesscotlandandnorthe
rnireland
Planday, 2018, YouGov survey - Restaurant Consumer Survey
Waitrose, Food and Drink Report 2018-19,
https://www.waitrose.com/content/dam/waitrose/Inspiration/Waitrose%20&%20Partne
rs%20Food%20and%20Drink%20Report%202018.pdf
14. Protein consumption and recent trends in the UK
March 2019
Foodservice and retail data sources (available from Seafish to market data
subscribers)
NPD Crest, Foodservice data to year ending December 2018.
Nielsen, State of the Nation, 2018.
Nielsen Protein Context Report, data to week ending 29th
December 2018
Nielsen Context Report to year ending 29th
December 2019
IGD ShopperVista, Veganism: millennial fad or fact? October 2018
Nielsen, Unpicking vegetarian and vegan, 2019.
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