The plant-based food market in the UK has shown remarkable growth and innovation over recent years. With a market value of £964 million in 2022 and a growth rate of 9%, the UK remains one of the largest markets for plant-based foods in Europe (GFI Europe). This upward trend is fuelled by increasing consumer demand for healthier, more sustainable, and affordable plant-based options. In this context, we conducted a consumer review of various plant-based products to gather insights on product quality, key marketing messages, and cost comparisons.
Plant Based Innovation in UK Retail.
With the continued growth and high level of innovation across UK retail in the plant-based food category, our UK team decided it would be the ideal time to have a small group of consumers that regularly purchase plant-based foods review a range of products, and sharing their insights. In addition to looking at the sensory feedback the scope included understanding key marketing messages resonating with consumers and comparing the cost versus the leading national brand and a private label equivalent.
According to The Good Food Institute, the plant-based categories in the UK is one of the biggest markets in Europe with a market value of £964m in 2022 and growing at an impressive 9%. Undoubtedly product quality, key marketing messages truly resonating with today’s consumer and affordability are all critical elements in the success and growth of the category today, we hope these insights will be beneficial to international retailers redefining their plant-based strategy, plant-based businesses, investors looking to accelerate their growth and marketeers charged with developing strategic marketing messages that resonate quickly with today’s consumers.
The Products
| Product | £/100g | Overall score | Key Comments | National Brand £/100g | Private label £/ 100g |
|---|---|---|---|---|---|
| Cathedral Cheese extra mature 280g | 1.28 | 5/5 | Crumbles like a true mature cheddar, melts well and has a decadent but salty taste. A very close match to traditional cheese. | 0.90 | 0.75 |
Key Marketing messages
| Product | £/100g | Overall score | Key Comments | National Brand £/100g | Private label £/ 100g |
|---|---|---|---|---|---|
| Violife Cheddarton 200g | 1.37 | 3/5 | Lacked flavour, texture was a little rubbery and incredibly sticky when melted. Tasted some cheddar similarities but obvious hints of the coconut base. | 0.90 | 0.75 |
Key Marketing messages
| Product | £/100g | Overall score | Key Comments | National Brand £/100g | Private label £/ 100g |
|---|---|---|---|---|---|
| VFC Crispy Chicken Fillets 190g | 1.57 | 5/5 | Excellent flavour and texture. Crisped up well during cooking. A close enough match to traditional KFC that you would question whether it was meat. | 0.79 | 0.44 |
Key Marketing messages
| Product | £/100g | Overall score | Key Comments | National Brand £/100g | Private label £/ 100g |
|---|---|---|---|---|---|
| Moving Mountain plant-based No Fish Fingers 300g | 1.06 | 4/5 | Good flavour and flaky like fish fillets and held form. Batter was crispy and cooked easily. A close match to traditional fish fingers although fish flavour could be intensified | 1.07 | 0.55 |
Key Marketing messages
| Product | £/100g | Overall score | Key Comments | National Brand £/100g | Private label £/ 100g |
|---|---|---|---|---|---|
| This isn’t Chicken Plant-based pieces 170g | 2.60 | 4/5 | Excellent flavour and texture. Firmness is lost if cooking in a sauce. More comparable to the taste and flavour of roast chicken as opposed to plain breast. | NA | 0.83 |
Key Marketing messages
| Product | £/100g | Overall score | Key Comments | National Brand £/100g | Private label £/ 100g |
|---|---|---|---|---|---|
| Ginsters Vegan Moroccan Vegetable Bake 180g | 1.08 | 4/5 | Plenty of filling that was moist and flavourful. Had the characteristics of a Cornish pastie. | 0.86 | 0.45 |
Key Marketing messages
| Product | £/100g | Overall score | Key Comments | National Brand £/100g | Private label £/ 100g |
|---|---|---|---|---|---|
| Heck Vegan Chipolatas 300gg | 0.66 | 2/5 | Undersized and colour off putting. Flavour is ok but need to crisp up well in the pan to have the mouthfeel of a true sausage. | 0.95 | 0.66 |
Key Marketing messages
| Product | £/100g | Overall score | Key Comments | National Brand £/100g | Private label £/ 100g |
|---|---|---|---|---|---|
| GU Free from Zillionaires Cheesecake | 2.05 | 4/5 | Great flavour and characteristic cheesecake texture. Indulgent, thick chocolate layer and good quality crumb but quite a heavy undertone of coconut. | 2.04 | 0.83 |
Key Marketing messages
| Product | £/100g | Overall score | Key Comments | National Brand £/100g | Private label £/ 100g |
|---|---|---|---|---|---|
| La Boulangere B’Vegan 6 Croissants 240g | 1.23 | 2/5 | Very comparable to the longer life ambient croissants widely available across retail. Significantly different to the frozen and bake at home range due to its dough-like consistency. Pastry is soft like bread, not flaky. | 0.98 | 0.62 |
Key Marketing messages
| Product | £/100g | Overall score | Key Comments | National Brand £/100g | Private label £/ 100g |
|---|---|---|---|---|---|
| OMV Deliciously Vegan BBQ No ribs 270gg | 1.29 | 4/5 | Amazing flavour and very meat-like texture and mouthfeel, excellent BBQ sauce but just lacked in quantity to cover entirety of the “ribs”. | 1.44 | 0.79 |
Key Marketing messages
Summary
Our review of these products reveals strong overall quality, which would likely lead to repeat purchases based on customer perception. Notably, plant-based options are competitive with non-plant-based alternatives in terms of quality but tend to be more expensive. However, some brands are priced competitively, especially those offering both plant-based and traditional protein options (Food Navigator).
Marketing Insights
Key marketing messages that resonate with consumers include clear labelling, enriched nutrient claims, and the differentiation between vegan, vegetarian, and plant-based foods. Consumers are increasingly health-conscious and value transparency and sustainability in their food choices (ProVeg).
Re affordability across several lines tested a plant-based diet is more expensive for consumers, when comparing vs National brands or Private label. However, it’s interesting to note that some of the brands were priced competitively especially where the brand had a plant based and traditional protein offer.
The Opportunity
As demand for plant-based food continues to grow, brands must focus on making plant-based eating more affordable and accessible. Value-driven brands that align with consumer values and offer delicious, healthy, and sustainable options are poised to win in this market. Success depends on both the sensory experience and affordability, rather than just brand recognition (Ceres PR).
Conclusion
Understanding consumer desires, the competitive landscape, and regulatory compliance are crucial for brands aiming to succeed in the plant-based market. Prof. Consulting Group can help your business navigate these challenges and capitalize on the opportunities in the Australian and UK food industries. For more information, visit Prof. Consulting Group.
