Quorn case study: enhancing the meat alternatives market by capitalizing on the health trend

Content

• DATAMONITOR VIEW
• CATALYST
• SUMMARY
• ANALYSIS
  • Quorn has expanded from being an alternative source of protein into an international brand of meat-free products
  • Quorn's current product range covers ready meals and meat-substitute ingredients for cooking
  • Mycoprotein is the main ingredient used in Quorn products
  • Ownership of Quorn has changed over the years
  • Changing consumer attitude towards vegetarianism/meat avoidance has led to the expansion of the meat-free sector
  • Although vegetarians are still the minority, vegetarianism is becoming more accepted
  • Health concerns are prompting many consumers to cut down the amount of meat in their diet
  • Food safety and environmental issues have also provoked consumers to seek meat alternatives
  • Quorn has grown substantially, but faced controversy along the way
  • Quorn has demonstrated significant growth over the years and expanded beyond the UK
  • The brand's marketing messages have echoed consumers' growing focus on healthier diet options
  • The positioning of Quorn products as "meat-free" without mentioning "the v-word" helped it appeal to a wider audience
  • Labeling issues and allergy concerns have tarnished Quorn's success and reputation
  • More doubts have been raised on whether current options of meat-free products are as healthy as they are perceived
  • Challenges and opportunities: Quorn's future lies in whether its products can meet the changing consumer trend
  • The increased preference of "natural" food and ingredients could jeopardize Quorn's established position in the market
  • The popularity of other plant sourced ingredients, especially soy-based products, signals competition in the sector is intensifying
  • The increased product options available to consumers is expected to continue to fuel the expansion of the sector
  • The effect of economic downturn could provide another growth opportunity for Quorn and the meat-free sector
• APPENDIX
  • Case study series
  • Methodology
  • Secondary sources
  • Further reading
  • Ask the analyst
  • Datamonitor consulting
  • Disclaimer
• List of Tables
  • Table 1: Vegetarian inhabitants in western Europe, Australia and the US (millions and % of population), by country, 2007
  • Table 2: Meat-reducers (millions) in western Europe, the US and Australia, by country, 2002-12
• List of Figures
  • Figure 1: The content of fat, sodium and calories concern consumers the most among food and beverages
  • Figure 2: Quorn's latest advertising campaign puts more focus on its nutritional values while emphasizing its taste profile and wide product choice
  • Figure 3: The "Eat Qlever" campaign has not prevented the brand from stirring another wave of controversy
  • Figure 4: Products with an image of natural could become more popular as the health trend continues
  • Figure 5: A good taste profile remains as the basic requirement when consumers choose their food and drinks
  • Figure 6: Some popular vegetable-based snacks launched in UK in 2008