Shoppers are turning to plant-based items not just for health, but because plant-based alternatives are also seen as delicious and sustainable.
Moreover, the number of UK vegans increased by 1.1million during 2023 and it is predicted that over half of 18 to 24-year-olds could be eating meat-free by 2025 (Food Manufacture).
The future is plant-based and the preferences of Gen Z, who will shape the market as they gain purchasing power, must be catered for.
Improved awareness of dietary restrictions and ethical considerations have led to a plant-based boom over the last 20 years (Reed). As of 2022, 58% of adults use at least one plant-based meat alternative product in their diet, demonstrating a growing trend for businesses to capitalise on (Ipsos).
“Glebe Farm Foods can help retailers capitalise on the plant-based trend by offering a core range to inspire brand loyalty from consumers and a steady innovation pipeline to excite and attract new shoppers to the plant-based milk category,” comments Tony Holmes, Chief Operating Officer at Glebe Farm. “At Glebe Farm Foods we’ve recently given our range a vibrant make-over, with new packaging designed to stand out on shelf and increase impulse purchases (Shopper Intelligence).”
The sales gap between brand and private label is beginning to close when it comes to consumer preference, with branded growth overtaking own label in 2023 (Kantar).
“Consumers appreciate and expect the quality that comes with branded products and retailers themselves use and value sustainable British produced products in their strategies – this is something where Glebe Farm has an advantage as a key supplier of British oats and oat milks,” adds Holmes. “Plus, with our £6 million investment in a new state-of-the-art Tetra plant, we both produce and pack branded products well as the finest products for retailers’ own label ranges.”
Although alternative products are typically expensive, free-from shoppers tend to prioritise little treats over essentials when budgets tighten, highlighting the appeal of indulgent food options in times of uncertainty (Mintel).
Glebe Farm’s plant-based British oat milks, granolas and porridge will appeal to health-conscious shoppers without compromising on great taste or quality.
Oat drinks continues to lead the way. Plant-Based Milk has become increasingly popular, with over one in three (Nielsen) UK households buying Dairy Alternative Milks. Despite inflation, plant-based alternative milks have continued to grow in 2023, with oat drink driving the category. Nearly half (48%) of all plant-based milk purchased last year in the UK was oat, seeing a staggering 21.4% growth in the last year (Nielsen). UK consumers’ choice of plant-based milks comes down to taste and health as the main reasons for selection.
Despite the rise in own label products, almost half of surveyed consumers in the United Kingdom stated that the main reason that they do not purchase own-label brand products from supermarkets is that they do not taste as good (Statista).
Taste is key with switching, with many seeing their choice as a treat as much as it is for health or sustainability reasons.
Which means in the plant-based milk category, where 38% of new buyers switch to plant-based milks to ‘try something new’ (Nielsen), brands are king.
“PureOaty Oat Milks are made from the purest gluten-free British Oats, grown by British farmers and processed in the heart of Cambridgeshire – as the only Coeliac UK certified gluten free milk, we know there is a growing demand for gluten free products from shoppers with the Free From category growing in both value and volume (unlike many other categories in-store) – value grew by over 10% YOY and volumes are also in growth (Nielsen),” says Holmes.
One reason for this is that despite inflation impact, consumers who are either gluten intolerant, coeliac or just feel healthier from reducing gluten consumption are prepared to spend more to get the right products in their diets and to feel healthier.
In 2023 Glebe Farm has launched its new and improved PureOaty Granola range featuring three new flavours and a stand-out packaging makeover. The new flavours, consisting of Choco Chip, Maple & Banana, and Strawberry strike the perfect balance between health and pleasure, providing a ‘permissibly indulgent’ option for breakfast enthusiasts.
The upgraded recipes offer even more flavour and crunch thanks to increased oat content in the Maple & Banana and Strawberry variants as well as being HFSS-compliant, while the inclusion of vegan chocolate in Choco Chip makes this indulgent variety also widely accessible.
Each reformulated cereal is certified 100% vegan by the Vegan Society as well as being gluten-free, inclusive innovations ensuring everyone at the breakfast table can enjoy a bowl, no matter their lifestyle or dietary requirements.
Dominic Simler, Managing Director at PLAYin CHOC, comments: “Increasing consumer awareness of health and wellness as well as the rise in people adopting a flexitarian or vegan diet is driving many to seek alternatives to traditional dairy products, with concerns over lactose intolerance and dairy allergies leading the charge. Recent studies have shown a rapid increase in food intolerances among adults, further propelling the demand for dairy-free alternatives in plant-based chocolate consumption.”
There is a growing aversion to ultra-processed foods (UPFs) among consumers, prompting them to seek products free from emulsifiers, artificial sweeteners, and heavily processed ingredients. This shift reflects a broader trend towards cleaner and more natural and organic food options, driven by a desire for healthier lifestyles.
Ethical and environmental considerations are playing an increasingly significant role, as consumers prioritise products that align with their values regarding sustainability and animal welfare. This collective consciousness is reshaping the landscape of the confectionery industry, driving the growth of plant-based alternatives that offer both ethical and health benefits.
PLAYin CHOC’s best-selling product range is the ToyChoc Box – popular among children aged three and up. This innovative product line combines play, education, and healthy treats, making it a favourite among parents and kids alike.
Each recyclable ToyChoc Box contains two 10g pieces of allergen-free, organic, vegan chocolate, a 3D animal puzzle toy for children to assemble and collect, along with an educational fun facts card about animals from across the world – from woodland, the sea to endangered and even dinosaurs.
This combination provides enjoyment whilst encouraging learning about wildlife, making it ideal for retail environments catering to families and educational settings.
The collectable ToyChoc Box range is available in singles RRP £2.25 or gift sets of six boxes RRP £13.50.
“To ensure success in the plant-based category and maximise sales opportunities, it’s crucial to market products not only to those seeking plant-based diets but also to non-vegan consumers. Clear labelling is essential, but it’s equally important to position plant-based products as appealing and accessible to a broader audience – mostly focusing on organic ingredients and taste. Often, consumers who aren’t vegan may see “plant-based” on packaging and mistakenly conclude that the product isn’t for them,” advises Simler.
“By integrating plant-based products into everyday consumption, and with the help of wholesalers and retailers in strategic product placement within stores and online categories, brands can significantly broaden their reach. For example, including vegan chocolate in meal deal sections or general confectionery areas can attract non-vegan shoppers and make plant-based products a part of their regular shopping habits. This approach not only boosts the visibility of plant-based products but also expands the category’s growth potential, ensuring longevity for brands in a competitive market.”
Tash Jones, Commercial Director at Fairfields Farm, comments: “Since becoming vegan-friendly, our Cheese & Onion skin-on potato crisps have experienced a significant boost in sales, nearly doubling year on year. The creamy Cheese flavour combined with a touch of zesty onion remains a popular choice for vegan and dairy-free consumers, helping to support sales without any taste compromise.
“We’ve just added Prawn Cocktail to our Fairfields Farm range, and just like our other flavours, they are also vegan as well as gluten-free. We have had such a positive reaction from existing customers from adding this nostalgic favourite to our lineup, seasoned with tangy vinegar and sweet tomato, to replicate the classic Prawn Cocktail flavour the nation knows and loves.”
Kathryn Hague, Head of Marketing at Hancocks, comments: “With more consumers turning to plant-based diets, wholesalers should make sure they’re stocked up on vegan and vegetarian alternatives to ensure they can provide options for everyone.
“The snacking category is especially popular when it comes to plant-based products. We’ve definitely noticed an increase in demand for dairy-free chocolates and gelatine-free sweets.
“Stocking up on plant-based sugar and chocolate confectionery can make you stand out from competitors and attract new customers.”
The Kingsway brand has a vegan Mega Value range which offers customers’ favourite treats at a lower price point. There are plenty of flavours to choose from, such as Jelly Blue Babies, Cherry Cola Fizz Bottles, Sour Bears and Fizzy Strawberries. The Mega Value packs come in 2.5 kg bulk bags for £8.49 ex VAT.
Bonds of London stocks popular Candy Cups which are pre-packaged pick-n-mix cups that are easy to display and merchandise in stores. The vegan options include the Dracula Teeth Candy Cup 220g RRP £2.50 and the Vegan Mix Candy Cup 290g RRP £3.50.
Candy Realms stocks affordable vegan sharing bags. Their Fizzy Cola Bottles, Fizzy Cherry Cola Bottles and Fizzy Strawberries 190g are retailed for a pound.
Hancocks has a wide selection of vegan chocolate, from white chocolate to vegan chocolate boxes and dark chocolate.
Dirty Cow is one of the pioneers when it comes to the vegan chocolate market, and they’ve got a large variety of chocolate bars to choose from. “Dirty Cow chocolate is animal and dairy free with all cocoa sourced from certified sustainable farming,” adds Hague.
“Some of their best-sellers include Cookies No Cream Chocolate Bar scattered with cookie pieces, Chunky Dunky with Bourbon biscuit pieces and deliciously fruity Cherry Pop chocolate bars, retailing for £3.49.” The whole range of the popular PEZ refillable sweets is also suitable for vegans. The PEZ dispensers come in a wide variety of fun characters and each pack comes with 2 PEZ candy refill packs.
Some of the best-sellers from the PEZ range include The Little Mermaid, Super Mario and Marvel Avengers packs, retailed for £2.00 per unit.
Gemma Allanson, National Field Sales Manager at World of Sweets, comments: “It’s important to make it easy for vegans and vegetarians to find delicious plant-based products in the store, so retailers need to think about effective placement and signage.
“Consider creating dedicated sections or attractive displays specifically for these products to distinguish them from other items in your store. This will showcase the diverse range of products you offer.
“To promote your vegan range in store, we offer retailers vegan 1m shelf edge strips and 10 cm wobblers with the slogan Suitable for Vegans.”
Gill Riley, Consumer Director at Quorn Foods UK, comments: “Quorn is the UK’s No. 1 meat free brand (Circana) for a reason, nobody innovates and engages quite like us. There is still very much a sustained interest in eating meat free, and we know the key drivers of health, taste, sustainability, and animal welfare are still at the forefront.
“We have a long and successful heritage, having produced our unique Quorn mycoprotein at scale for almost 40 years. We also have decades of data and nutritional research to back up why it is one of the best protein sources.”
Last year, there was a huge shift in consumer behaviour led by continuing turbulence in the global economy, which impacted the performance of a number of food and drink categories. It’s important to remember that the slowdown in growth of the meat alternatives category comes against a backdrop of many years of strong growth.
“We remain strong in driving forward our mission to bring the best meat free protein to consumers, wherever and whenever they are making food decisions. Whilst many brands and products come and go, Quorn has been a constant, also delivering share growth ahead of the total market in key areas,” adds Riley.
“Our range of delicious products is always expanding and being enhanced, driven by a passion for taste. But we know that value for money continues to be on shoppers’ minds. We will be keeping this at the forefront of our strategy, challenging taste and affordability perceptions.”
Quorn’s frozen ingredients range is giving consumers great value and convenience, enabling shoppers to create a range of family meals that often work out cheaper than popular meat-based recipes.
The “Big Bag Great Value” range is a must stock for wholesalers and retailers. The bold on pack messaging drives shoppers to the fixture and strongly asserts the value credentials. Available products in this format include Quorn Mince, Quorn Pieces, Quorn Sausages, Quorn Steak Strips, Quorn Crispy Nuggets, Quorn Vegan Mini Sausage Rolls and Quorn Swedish Style Balls.
Quorn frozen has had more than two years of consecutive growth for value (Circana), highlighting the importance for retailers to stock.
“Our role as a meat free market pioneer also includes supporting our wholesale partners with their own sustainability goals, helping them take important steps on the journey to reach them,” says Riley.
“Quorn maintains a sustained focus on sustainability in everything we do, and we work hard to continuously highlight this to shoppers.”
The brand also sets itself climate targets, measuring the climate impact of its products and operations. It has continuously been a spearhead for sustainability in the food industry, adding carbon footprint labels to all its products back in 2020.
All its products are made using Quorn mycoprotein, a unique super-protein that uses 90% less land and water and produces 98% less carbon emissions than beef mince. It’s also nutritionally beneficial, high in fibre, high in protein, low in saturated fat and packed full of amino acids.
Plant-based alternatives to cheese are now worth £43m (IRI) and bought by 8.3% of UK households (Kantar). This demand is being driven not just by those consuming a vegan diet, but also flexitarians who make up 10% of households (Kantar) and have become a dominant audience in shaping the plant-based landscape.
Joanna Swan, Senior Brand Manager for Spreads at Saputo Dairy UK, comments: “In line with the plant-based and free from trend, the appetite for dairy-free spreads is also at an all-time high as a third of shoppers claim to be actively buying dairy-free spreads (Walnut) with intolerance to dairy and general health reasons cited as the top reasons for avoiding or reducing dairy (Walnut).
“Backed by twenty years of dairy-free expertise and a pioneering and trusted brand in the subcategory, Vitalite UK is a dairy-free spread that is also lactose, gluten and soya free and contains 75% less saturated fat than butter, making it an accessible product for different consumer needs. For us, taste is a priority as we want individuals with allergies or intolerances not to have to compromise on taste, miss out or feel excluded from what the rest of the family get to enjoy.”
At a macro level, plant-based is being driven by consumers with a combination of health and environmental motivations. It’s no longer just vegans buying into this category. Over 90% of buyers are Flexitarians (Kantar), who are seeking to balance their diet with plant-based options. The Sheese range was recently relaunched with an improved recipe to increase the functionality with improved meltability and browning, to deliver a sensory experience as close to the real dairy experience as possible, as taste continues to be a key consideration for consumers.
At a category level, Cathedral City Our Plant Based is in 111% year on year growth (Kantar/IRI) and has reached £8.6m in just 18 months (Kantar/IRI). The launches of Extra Mature Cheddar Flavour and Mature Flavour Spread SKUs have propelled the brand to continue its growth trend.
Swan adds: “Around 2.3 million shoppers in the UK recognise themselves as allergic or intolerant to dairy, and with allergies in the UK growing at a rate of 5% every year, this is set to increase even further, therefore free-from options must be duly considered by wholesale retailers.
“With 22% of UK adults already embracing dairy-free ingredients for baking, there’s a clear demand for safe and versatile ingredients that offer both value and quality. Vitalite UK Dairy Free Spread is a trusted dairy-free product, making it a great ingredient for baking that schools and large groups should consider so individuals with intolerances or allergies won’t feel excluded from what everyone else gets to enjoy.”
Ben Matthews, Insights & Data Manager at Strong Roots, comments: “The Frozen Meat Substitutes & Veg Food market is worth £207m in the UK.
“Lots of new entrants have been entering the meat free space, even brands traditionally associated with meat manufacturing. At Strong Roots we believe the future is veg led and have designed products with simple, tasty ingredients that don’t try to imitate meat. Our Pumpkin & Spinach Burger is our fastest growing item in the category, gaining 17% in value over the last 12w versus a year ago (NIQ). This is driven by increased consumer demand (unit rate of sale has accelerated by 7% over the same time frame, (NIQ) and more retailers committing to vegetable alternatives.”
Strong Roots’ best-selling products include Sweet Potato Fries, with market leading revenue and rate of sale across UK Grocery (NIQ); and Crispy Skinny Fries, which generates £2.7m annually with 77% growth over the last 52w (NIQ).
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