Plant based sausages and burgers down in volume while less processed proteins are in strong growth

As Tofoo now claims to be the second biggest brand in chilled UK plant based meat alternatives (after Quorn), the swing away from ultra processed meat alternatives appears to be gaining pace. Kantar data quoted in The Grocer report meat alternative sausages down 11.1% and burgers 4.8% in volume (52 w/e 9 June 2024).

Tofu, seitan (in its infancy) and tempeh are all benefiting from the trend and boast a very tight ingredients list and minimal processing, with tempeh as a fermented product also boasting attractive gut health credentials.

Plant based meat alternatives are being purchased year round. The hype around Veganuary is fast disappearing as brands seek to win over consumers for regular purchasing. Bigger brands are responding to consumer behaviour with changes in recipe formulation: Beyond Meat has been expanding its range in the US with a cleaner ingredient line up, while its new sausage range Sun Sausage focuses on vegetables rather than seeking to replicate traditional meats.

It’s also interesting to note that some smaller challenger brands are highlighting the sustainability message with local sourcing of plant based ingredients to win over consumers. Shicken sources peas for pea protein grown in East Anglia, while Hooba, a new mushroom based meat alternative, grows and produces all its products entirely on one site in the UK.

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