Banner Default Image

Inside Plant-Based Meat Trends

4 months ago by

​Mintel is a global intelligence & research agency providing market research, industry expertise and data insights. During their joint online webinar with Novozymes which took place on the 30th of January 2023, they discussed plant-based meat trends and how to get ahead of them. The meat-free market in the UK is worth £570.2m and is continuing to gain popularity. As a business, we are working more and more with clients who specialise in meat alternatives as a result.

Report Highlights

The report revealed that nearly half of Europe has reduced the amount of meat they eat. However, in the United States, a third of people still count themselves as a carnivore with another 44% identifying as an omnivore and only 4% as vegetarians.

When it comes to the nutritional value of meat alternatives, high/ added protein is the most common health-related claim found on the packaging, with over a third of meat alternatives mentioning this on the packaging. Firbre was the second most popular value found on packaging.

It was found that 49% of UK red meat/ poultry eaters say that they would like information on how to make their favourite meals meat-free, as alternatives that mirror meat's taste and texture hold considerable appeal. Not only will having the same taste/texture mean that people will not feel they are missing out when replacing their usual meat with these products, but it will also make them feel more able to use them as part of their everyday diet. Additionally, 48% of people in the UK plan to include more plant-based foods into their diet than they are eating currently.

As for businesses, new product development has responded to this interest in on-pack messaging. Ongoing media coverage of the benefits of more plant-based eating and the role of a varied diet in optimum gut health will continue to fuel interest in plant-based food and drink long-term.

You can read the full report here

If you want to find out how we can assist in NPD and FMCG recruitment call 01780 480 530 or email