The meat-free market is booming. Sales are up 5.8% in value to £243.1m [Kantar 52w/e 1 November] thanks to its appeal to 'flexitarians' - meat eaters reducing their intake for reasons of health, variety and the environment.
And manufacturers see plenty of potential for further growth in sales of vegetarian lines for the barbecue if NPD is thoughtful and on-trend.
Vegetarian brand Goodlife thinks falafel could fuel the popularity of vegetarian burgers for barbecues. It is launching a falafel burger into Asda in April that contains mango and sultanas to give it a summery taste.
"Falafel used to be seen as a really sandally food but is coming back. You're seeing it on menus and people are keen to try it at home," says marketing manager Nia Williams. Not all consumers feel confident cooking vegetarian options on a barbecue, she says, so the company plans marketing this year to try to persuade consumers to give it a go.
But bringing in new consumers has been made easier by the dramatic improvement of meat-free products over the past 10 years, says Jeremy Hughes, category insight manager for Marlow Foods, maker of Quorn and Cauldron vegetarian products. And there's potential for further growth in the barbecue occasion, he agrees. "Our sausages are fairly resilient all year round but burgers get a clear uplift of 20%-25% in the summer."
Consumers want reassurance that meat-free will be succulent enough to perform well on the barbecue, but he believes they are not ready for the type of mixed packs used for barbecue meats.
"It's difficult to do packs specifically aimed at the barbecue five years ago we dabbled by producing a mixed sausage and burger variety pack and it didn't set the world alight."
Instead the company is focusing this year on boosting its Cauldron sausages: "We're launching improved Lincolnshire and Cumberland sausages in May, which will have a more succulent texture, and improving our packaging. There will also be an improved standard Quorn burger, which will be thicker and more interesting."
Focus On Barbecue
And manufacturers see plenty of potential for further growth in sales of vegetarian lines for the barbecue if NPD is thoughtful and on-trend.
Vegetarian brand Goodlife thinks falafel could fuel the popularity of vegetarian burgers for barbecues. It is launching a falafel burger into Asda in April that contains mango and sultanas to give it a summery taste.
"Falafel used to be seen as a really sandally food but is coming back. You're seeing it on menus and people are keen to try it at home," says marketing manager Nia Williams. Not all consumers feel confident cooking vegetarian options on a barbecue, she says, so the company plans marketing this year to try to persuade consumers to give it a go.
But bringing in new consumers has been made easier by the dramatic improvement of meat-free products over the past 10 years, says Jeremy Hughes, category insight manager for Marlow Foods, maker of Quorn and Cauldron vegetarian products. And there's potential for further growth in the barbecue occasion, he agrees. "Our sausages are fairly resilient all year round but burgers get a clear uplift of 20%-25% in the summer."
Consumers want reassurance that meat-free will be succulent enough to perform well on the barbecue, but he believes they are not ready for the type of mixed packs used for barbecue meats.
"It's difficult to do packs specifically aimed at the barbecue five years ago we dabbled by producing a mixed sausage and burger variety pack and it didn't set the world alight."
Instead the company is focusing this year on boosting its Cauldron sausages: "We're launching improved Lincolnshire and Cumberland sausages in May, which will have a more succulent texture, and improving our packaging. There will also be an improved standard Quorn burger, which will be thicker and more interesting."
Focus On Barbecue
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