Published 12 November 2020
PLAY MR’s Shopper Panel has found that Australians are moving away from the traditional ‘meat & 3 veg’ diet. It found the following diet associations across Australia:
|Mainly meat with occasional veg meals||39%|
|Mainly meat with no vegetarian meals||24%|
Troy Kohut, CEO of PLAY MR, said that “Most vegan and vegetarian consumers started eating this way only 6-12 months ago, while those eating mainly meat have been eating this way for 5+ years (or probably their entire lifetimes!). This is a new way of living for many Australians”.
“Our panel found that the top driver for making vegan diet choices is eating in a more environmentally friendly way” says Kohut. “You would expect this to increase as concerns about climate change continue to grow”.
The research found the following reasons for Australians to make vegan choices:
|Reason for choosing vegan||%|
|Have a healthier lifestyle||40%|
|To protect animals||36%|
|To prevent lifestyle diseases||35%|
The research identified a number of trends in the plant-based food market.
1. Vegan credentials aren’t the only driver anymore – dialling up flavour and benefits are also crucial
PLAY MR: “Manufacturers are not just selling to vegans anymore. Products labels must appeal to a wider market and marketing should focus on taste environmental benefits.”
2 See ya soy – premium, plant-based ingredients have entered the building
PLAY MR: “The vegan market has certainly expanded beyond tofu and soy milk, driven by consumers who are looking for health benefits alongside their eco-friendly choices. With peas, lentils, cauliflower and nut-based products becoming more of a common feature, the health benefits and taste benefits continue to stack up. Innovation in food manufacturing has soared and Aussie producers must aggressively compete with global food brands.”
3. Supermarkets see opportunity – private labels disrupting plant-based brands
PLAY MR: “Coles and Woolworths are taking this trend seriously. The giant supermarkets are using the high consumer trust in private label brands to drive sales in the growing plant-based food segment. Coles & Woolworths can give private label brands shelf space, including alongside non-vegan products.”
The research provided a number of recommendations for Australian food manufacturers to take advantage of the growing number of Australians who are reducing their meat consumption.
PLAY MR is a consumer research and insights-led innovation company that works with many kinds of businesses, from small to large, food to phones, retailers to credit cards. They help companies create products and services that excite and delight their customers.
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