Sensory experience key to meat-free category growth, says Pilgrim’s Food Masters

As this year’s Veganuary is in full swing, the data reveals a clear opportunity for both brands and retailers to support more consumer uptake of meat-free foods on a sustained basis, as the growth potential for the category remains unequivocal.

In the last two years alone, meat-free shoppers have increased by 6.5%. Health and environmental factors are the biggest driving forces behind purchase: 37% and 31% of consumers cited these reasons respectively.

Despite the growth there are still barriers holding back the category. One in four (26%) consumers say they would eat even more meat-free products if they were confident they tasted good.

Specifically, it is taste and texture that is preventing 17% and 16% of consumers respectively from buying more meat-free products.

Perhaps unsurprisingly, it is over lunch and dinner that consumers are most likely to serve up meat-free dishes, with 38% of those polled saying they would opt for meat-free products for dinner and 23% for lunch.

This suggests that whilst new product development has focused on the dinner occasion to date, the lunch moment, as well as snacking and breakfast, are still underserved.

Pilgrim’s Food Masters believes it is through focused development on these meals and occasions that brands can truly unlock the growth potential of the category.

The producer added that stocking a variety of products is also a key pillar in continuing the category’s evolution; 11% of consumers stated if there were more flavours available, and a wider variety of proteins used, they would purchase more meat-free options.

“We know there’s clear consumer appetite for meat-free products driven by sustainability and health needs,” explained Conor Lowry, category controller at Pilgrim’s Food Masters.  “But we know consumers still have barriers around perceived taste and texture, and as a category we need to continue to raise the bar and deliver against expectations. Listening to consumers and responding to their needs is crucial to enable the category to reach its full potential. Consumers expect more in 2023 so continued development is key.”

Richmond has spent a year refining the taste and texture of its range of meat-free sausages, mince, burgers and meatballs.

The brand’s Meat-Free Mince now uses a new protein that is said to deliver a more meat-like texture when cooked, while the raw product has been refined to ensure a closer colour match to raw beef.

The entire enhanced range is now available.