Fear of the taste of plant-based foods is a barrier to more than a quarter of the UK population, according to research from Pilgrim’s Food Masters, owner of leading FMCG brands Richmond and Fridge Raiders
According to the survey, although over half (52%) of Brits have sampled a meat-free product, some 26% said they would buy more meat-free products if they could trust that they had good quality taste and texture.
The vegan category – which is currently worth around £531 million – offers brands and retailers significant opportunity for growth, as they look to manufacture and advertise more meat-free products.
In the last two years alone, plant-based shoppers have increased by 6.5%. Health (37%) and environmental factors (31%) are the biggest driving forces behind this uptick in consumers, which is also being boosted by this month’s Veganuary campaign.
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Despite this growth, there are still some notable barriers, with taste and texture preventing 17% and 16% of shoppers, respectively, from buying more plant-based products.
Pilgrim’s research also revealed that stocking a variety of products is key in continuing the category’s evolution – with 11% of consumers stating that if there were more flavours available they would purchase more vegan options.
The success of Richmond’s seasonal meat-free BBQ sauce flavour sausages is evidence of this. Launched in April 2022, the product became the fifth best-selling plant-based sausage throughout summer 2022.
Richmond then introduced a new seasonal flavour last autumn; the meat-free sage and onion sausage.
Now the category’s third biggest player, Richmond is the number one brand for converting consumers to make plant-based choices as shoppers are confident that the brand’s taste will meet their expectations.
“We know there’s clear consumer appetite for meat-free products driven by sustainability and health needs,” explained Pilgrim’s Food Masters category controller, Conor Lowry.
“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.
Lowry also said that 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,” he commented.
