13 minute read
Vegan options have become big business as Morgan Stokes reports, examining the trends and products to help you embrace the plant-based revolution
Plant-powered profit
Vegan options have become big business as environmental and health concerns drive consumers away from meat and dairy, with convenience options at the top of the menu. Morgan Stokes examines the trends and products to help you embrace the vegan revolution.
VEGANUARY has been and gone, but plant-based diets seem to be here to stay; every year, more and more Irish consumers are making the decision to take meat and dairy off the menu. With our long tradition of beef and dairy farming, Ireland might seem an unlikely location for a high vegan population, but the statistics are surprising – a 2019 Chef’s Pencil surveys place us as the tenth highest vegan population in the world by capita. Not only that, but growing numbers of Irish people are adopting a ‘flexitarian’ diet – a 2018 National Dairy Council survey found that 41% of women and 30% of men are limiting their dairy consumption, and a 2020 report from the European Investment Bank found that 59% of Irish respondents were cutting down on their meat intake. Is meat-free the way of the future? Insider commenters like MCA and HIM’s Steve Gotham certainly seem to think so. “Vegetarianism and veganism will potentially become sufficiently normal practices that a tipping point will be reached whereby the tables are turned and meat dishes will become the versions that consumers have to opt-in for”, he claimed, writing about the future of Irish grocery this decade for Retail News last year. Major international market watchers tend to agree - Barclay’s predicts that the global market for plant-based ‘meat’ alternatives will hit €125 billion by 2030. There’s plenty of evidence to show that the food industry has not been slow to capitalise on the move to meat-free, from Irish supermarket chains stocking their own plant-based ranges to independent Dublin producer Vegan Sandwich Co. securing a high commendation from the Irish Quality Food Awards for their rapid growth in the middle of a pandemic. So what can Irish retailers stock to secure their place in the non-meat market?
Why consumers are making the change
Animal-friendly fare has moved far beyond beans and nuts, and with such a large range of plant-based products hitting the market, it’s useful to examine the reasons for the uptick in plant-based diets when deciding how to stock the shelves. While traditionally vegans have abstained for animal welfare reasons, a growing number of vegans, vegetarians and flexitarians cite environmental concerns as their reason for making the switch. This is particularly true for those committed to eating less animal products, but not cutting them out entirely. It’s not exactly news that shoppers are citing sustainability as a driving factor behind their product choices; according to the EPA’s 2019 inventory data, 35% of Ireland’s greenhouse gas emissions come from agriculture, with 57% of this figure due to methane production from sheep and cattle herds. Since consumer concerns about climate change show no signs of abating, it’s unlikely that the plant-based trend is going anywhere any time soon.
Comfort and convenience
Bord Bia’s 2020 Dietary Lifestyles report, however, pointed out some challenges facing the vegan sector. Accessing food which delivers the right nutrients (iron, B12, fats, carbs and proteins) was the main barrier amongst those who would not consider following a vegan diet, as 29% believe it is not a healthy balanced/diet. There are also growing perceptions that plantbased foods can be too processed – 30% of consumers surveyed said meat free alternatives are overly processed. Affordability also remains a challenge, with 18% of those who have stopped vegan/vegetarian diets saying they did so because it was too expensive.
That said, Irish online vegan bible PlantBased.ie claims that orders of vegan options from Deliveroo surged 187% during lockdown, as consumers sought out food that delivered on both comfort and convenience. The spectacular success of Dublin’s Vegan Sandwich Co. points to what vegan consumers are looking for – the new food-service player bucked the Covid trend in hospitality and moved from market stalls to a brick-and-mortar premises on the back of great-tasting meat substitutes and alternatives to classic deli products like their famous Chick*n Fillet Roll. Comfort food and quick, chilled meat alternatives should have a great future. Lockdowns don’t seem to be putting a dent in the growth of plant-based diets, either – the change seems to be pandemic-proof. While one might imagine that in these stressful times consumers could be reluctant to shake up their lives by changing their eating habits, a recent Lumina Intelligence survey in the UK shows that more consumers took part in the Veganuary month-long vegan challenge in 2021 than ever before.
Green grab-and-go
According to Bord Bia’s ‘Lunch! Insights from the Contemporary Food to Go Show’ report, snack foods account for the lion’s share of vegan NPD over the last two years. Combined with the general Covid consumer trend towards quick and easy choices, this is great news for smaller retailers. It’s hardly surprising that Kantar data shows the highest concentration of animal product abstainers can be found among young urban consumers in Dublin, Cork and Galway, but even if you’re based outside of these hotspots, stocking products with long shelf-life like frozen food, snacks and impulse items could earn you the undying loyalty of every vegan in a fivemile radius.
Plant-based versus vegan?
Plant-based vs. Vegan; what’s the difference and does it matter? The two terms are often used interchangeably, but there is a distinction – veganism is an ethical philosophy centred around animal welfare and environmental wellbeing, and plant-based just refers to the ingredients in the product. There are also a few plant-based products that some don’t consider to be vegan – many vegans avoid palm oil due to its environmental impact, for example. While the majority of consumers aren’t going to get hung up on exact definitions, labelling shelves and sections as ‘plant-based’ might be best, as the term avoids any hint of moral judgement. More health-focused consumers may also be drawn to the clean-living connotations of the ‘plantbased’ label.
Denny
Consumer habits are constantly evolving and 2020 saw a continued shift in the grocery industry as more and more people look for meat free alternatives to add to their weekly meal plans. There is a clear trend among Irish consumers who are consuming less meat in their daily routine for a myriad of reasons. Whether that’s for ethical, health or environmental reasons, among others, the chilled meat free category has increased by +29% year on year (Source: Euromonitor, ROI,20192020). As experts in meat for 200 years, Denny has always been at the forefront of recognising emerging trends in
the industry and re-imagining products to cater for the needs of its customers across the country. 2020 saw Denny embrace the opportunity to expand the range with one of the most significant innovation launches for the brand in recent
Denny’s Meat Free Range includes sausages, developed with soya protein, coconut oil and the famous Henry Denny signature seasoning.
The success of Denny Meat Free Burgers has helped the brand to become the fastest growing meat free range in Ireland.
Denny Meat Free Mince is available in both chilled and frozen formats.
Full of Taste. Free of Meat.
years, its unbelievable Meat Free Range. The range is made up of three products; sausages, burgers and mince, available in both chilled and frozen formats. The three products have been developed with soya protein, coconut oil and the famous Henry Denny signature seasoning, ensuring that the range delivers on the great and delicious taste of Denny. In less than a year, Denny has gone from being new to the category to the fastest growing meat free brand in Ireland (Source: Tesco MAT, 52 weeks up to 10/1/21). The Denny Meat Free range is available nationwide. Prices range from €3.00 - €3.50 at RRP.
Chicago Town
Chicago Town went to town on vegan pizza. Approximately 13% of Ireland’s population identify as vegans, vegetarians or rebalancers / meat reducers (Source: Source: The Thinking House/ Bord Bia’s - Dietary Lifestyle Report, November 2018). Driven by the insight that vegans / rebalancers still want to indulge and enjoy a proper takeaway pizza, Chicago Town launched their ‘Saucy Vegan’ sticky BBQ Jackfruit pizza last year
Chicago Town ‘Saucy Vegan’ Sticky BBQ Jackfruit Pizza has been a hit with consumers. Chicago Town Garlic Dough balls are the perfect pizza side dish.
and it proved to be a huge success, with the product becoming the number one branded vegan pizza in the frozen pizza aisle (Source: Nielsen Scantrack, Value Sales, Latest 26 weeks to 31/01/21). Chicago Town pizza added this unique product to its range, as they believe everyone should have the chance to enjoy one of their famous tomato stuffed crust takeaway pizzas. Chicago Town ‘Saucy Vegan’ Sticky BBQ Jackfruit Pizza (25cm) joined the popular Stuffed Crust Takeaway range last year and has been a hit for consumers. Chicago Town also has the perfect pizza side dish, with its Garlic Dough balls now part of an exciting vegan range of products. The launch of the ‘Saucy Vegan’ focused on digital media and in-store activations. “We activated a successful partnership with Lovin Dublin at launch stage, co-creating engaging content for an audience already interested in vegan foods or interested in reducing their meat consumption,” explained Eoin Mullen, Senior Brand Manager. “Some key vegan influencers worked with us and created video content that was shared on Lovin Dublin platforms and our owned social channels. We created bespoke vegan assets for social media, which really helped drive awareness and engagement in the product. Added to this, the field-sales team implemented impactful POS, which helped engage shoppers at the key point of purchase in-store. “We have continued to support this NPD on social media
TESCO TO STOCK SIMPLY FIT FOOD POWER BOWLS
SIMPLY Fit Food, a supplier of convenience meals made from wholesome natural ingredients, has secured an important listing with Tesco Ireland. The company, founded in Drogheda by Evelyn Garland and Luke Judge and acquired by Newry-based Around Noon late last year, will supply its range of healthy Power Bowls to a select number of Tesco stores in the Republic of Ireland. Simply Fit Food’s Power Bowls are designed for busy people who want a convenient, tasty and nutritious meal. They come in three vegan/veggie flavours: Thai Veg, Bean Chilli and Lentil Dahl. Each meal includes three of your ‘five a day’. “Securing the listing with Tesco is a fantastic endorsement of our product and brand and represents a significant opportunity for us to expand our reach and customer base,” noted Evelyn Garland, co-founder of Simply Fit Food. “In addition to expanding the number of stores our Power Bowls are in, we will also be aiming to expand our range for customers. “Our Power Bowls have proven really popular, including with ‘flexitarian’ customers who want to eat one or two fewer meals containing meat a week. These customers are seeking more variety in their diet and this range is providing that. We, therefore, expect the Power Bowls to do really well in Tesco stores.”
since launch and our vegan content regularly proves to be our most highly engaged content on social media,” Eoin continued. The Chicago Town ‘Saucy Vegan’ Sticky BBQ Jackfruit Pizza is currently available in Tesco, Dunnes Stores, SuperValu and Iceland Foods Ireland. Chicago Town Vegan Dough balls are available in Dunnes Stores.
Clonakilty Food Co.
Over the years, Clonakilty Food Co. has continued to evolve its product offering to build on the success of the original Clonakilty Blackpudding, which was first made almost 150 years ago in Clonakilty, West Cork. The range has recently expanded to include Clonakilty Veggie Pudding, launched in September of 2019, as the third member of the much-loved Clonakilty Pudding Collection. Clonakilty Veggie Pudding contains the characteristic texture and spicy aroma associated with the celebrated range but in a vegetableonly alternative. Created with the whole family in mind, Clonakilty now caters to a range of consumer tastes. Veggie Pudding promises to match the quality and taste that Clonakilty’s most loyal customers know and love. Made with a delicious combination of oats, vegetables and a distinctive spice mix, Clonakilty’s Veggie Pudding is bursting with flavour and can be used in a range of different meals outside of the breakfast occasion, including salads, brunch, lunch and dinner. The unique flavours, delicious oaty bite and distinctive spicy aroma give this pudding the ability to be used in a variety of flavoursome dishes, including falafels, veggie burgers and even tacos. The product is free from artificial additives and preservatives, gluten-free and suitable for vegans and vegetarians alike. It is also a source of protein and fibre.
Plant-It
The team at Plant-It are planting a new idea; they want to help consumers to choose good and do good. Inspiring better choices at mealtimes with delicious plant-based products, as well as working towards a greener future by embracing their name and quite literally, planting it. With the ultimate ambition of helping to plant the planet, proceeds from the sales of every Plant-It product go towards reforestation efforts at home and across
the globe. Partnering with expert planters Trees on the Land, Plant-It already have 10,000 trees planted by the end of this February.
The ambitious Irish owned start-up offers a selection of meat-free, chickenfree and vegetable frozen products, which launched recently with a nationwide campaign to introduce Plant-it to the market. Currently available in selected Tesco, SuperValu, Fresh, StarSeafood.ie and BWG stores across Ireland, the brand plans to expand its portfolio offering and market availability, with the UK, MiddleEast and North America next on the list. For more information and full range, visit plantit.com.
MASH DIRECT SECURE LISTINGS IN M&S
MASH Direct has secured a listing of eight of its farm-fresh, convenient vegetable products on the shelves of 18 M&S Irish Stores. The products available include Mash Direct Mashed Potato, Mashed Turnip, Carrot & Parsnip in regular and single servings as well as Green Cabbage and Potato Cakes. “We are very proud to have achieved a listing in M&S stores across the island of Ireland,” said Lance Hamilton, Sales Director at Mash Direct. “We look forward to working with M&S Irish stores and having our Irish, 100% glutenfree, ‘field-to-fork’, vegetable accompaniments range that are locally grown on our six-generation family farm sit proudly on their shelves.”
