Health perception plays a large role in use of meat alternatives. One
third of consumers indicate using products in the category because they are
healthy, higher than any other reason measured in the report (including the
reduction of meat consumption).
Scope and Themes
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms
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Executive Summary
The market
Sales of meat alternatives reach
$553 million in 2012
Figure 1: Conventional channel,
natural supermarket, and specialty supermarket sales of meat alternatives, at
current prices, 2010-12
Market segmentation
Burgers lead meat alternatives sales
Figure 2: Conventional channel,
natural supermarket, and specialty supermarket sales of meat alternatives, by
segment, 2012
Leading brands
MorningStar Farms represents 60.7%
of category sales
Figure 3: Sales of meat
alternatives, by top six leading brands, Q1 2012 and Q1 2013
Innovation
Vegan claims heat up
Figure 4: Meat alternatives
launches, by top five claims, 2008-12
The consumer
18-44s appear as target audience for
meat alternatives
Figure 5: Use of meat alternatives,
by age, March 2013
Health leads reasons for use of meat
alternatives
Figure 6: Top six reasons for use of
meat alternatives, March 2013
Less than half of participants in
the category are using products as substitutes
Figure 7: Select ways in which meat
alternatives are used, March 2013
What we think
Issues and Insights
Can meat alternatives become primary
offerings rather than substitutes?
Insight: Meat alternatives should
boast about what they have, not simply what they lack
Are meat alternatives meeting the
health needs of consumers?
Insight: Being explicit and specific
about health benefits will assist in attracting users
What can the category do to grow
sales among current users?
Insight: Vastness of product
offerings allows room for targeted positioning
What can the category do to attract
the attention of nonusers?
Insight: Consumers need to be
reminded of the existence and value of meat alternatives
Trend Applications
Trend: The Real Thing
Market Size
Key points
Sales of meat alternatives reach
$553 million in 2012
Areas of growth point to importance
of health and wholeness
Diverse product range allows
category to appeal to greatest number of consumers
Sales of meat alternatives
Figure 8: Conventional channel,
natural supermarket, and specialty supermarket sales of meat alternatives, at
current prices, 2010-12
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Market Drivers
Key points
Young consumers and lower-income HHs
Figure 9: Opinions, by age, October
2011-November 2012
Figure 10: Opinions, by household
income, October 2011-November 2012
Consumers cut back on meat for
health, earth, wallet
Figure 11: Reasons for not eating
meat or limiting meat consumption, by gender, March 2013
Young consumers appear to be more
environmentally conscious
Green consumers represent outlet for
product promotion
Figure 12: Reasons for not eating
meat or limiting meat consumption, by age, March 2013
Lower-income earners appear more
discerning about how their money is spent
Figure 13: Reasons for not eating
meat or limiting meat consumption, by household income, March 2013
Meat reduction becomes a public
affair
Meat alternatives in foodservice
boost products into mainstream
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