Meat alternatives are no real threat to livestock farmers, research shows
19th April 2023
Despite a year-on-year increase in meat-free meals, dishes containing meat, fish and poultry (MFP) are still a firm favourite with diners and account for the majority of spend in the out-of-home market, AHDB research has shown.
According to AHDB, the majority of top dishes in the UK are still meat driven, with 97 per cent of burgers being meat or poultry-based. Moreover, nearly nine in ten Asian-cuisine meals and 80 per cent of Indian-cuisine meals include MFP, highlighting its importance for driving value out of home.
Meanwhile, despite the increasing popularity of Veganuary, no January increase in meat-free meals in the out-of-home market was recorded. In fact, vegetarian and plant-based foods only account for 15.1 per cent of market spend, despite a year-on-year increase of 23.1 per cent.
The premium price of plant-based meals might partly explain the trend, with the average price of a meat-free meal out of home being £7.49, compared with £3.76 for pork, £5.52 for beef and £5.65 for chicken, AHDB and Kantar analysis has shown. Whereas, the average price of a vegetarian meal was estimated at £5.06.
Rebecca Gladman, AHDB retail insight manager, commented: “Amidst the cost-of-living backdrop, consumers will inevitably look for ways to save money. While vegetarian meals are competitively priced, plant-based dishes do come at a premium to pork, beef and chicken.
“Therefore, the main area of risk for the meat category in the out-of-home market isn’t meat alternatives, but rather dishes that are vegetarian by nature, such as cheese sandwiches and meat-free pizzas.”
A key difference between MFP and meat-free meals in the out-of-home market is where they are consumed or bought. While MFP meals are more likely to be bought in fast-food restaurants, meat-free options such as vegetarian sandwiches take a bigger share in coffee shops.
Kim Heath, AHDB senior retail insight manager, added: “Within meat-free, coffee shops and cafes have gained at the lunch occasion. However, people are still more likely to consume MFP for their main meal, which is typically a more expensive, bigger occasion.
“For MFP to maintain its importance in the out-of-home market, opportunities lie in further menu innovation,” she concluded.
