Summary

The global market for plant-based meat alternatives has experienced significant growth, with its value estimated at $6.67 billion in 2020 and projected to reach approximately $16.7 billion by 2026, expanding at a CAGR of 16.37 percent during the period 2016-2026. The European market exhibits a robust demand with the EU predicting a decrease in meat consumption, while North America shows a growing preference for meat alternatives, with Canada leading in adoption rates. The Asia Pacific market is influenced by traditional inclusion of meat substitutes like tofu in diets, expecting the highest regional CAGR at 9.4 percent. In Italy, the plant-based meat sector is growing due to shifts towards sustainability and dietary changes, with a 1 percent decline in sales value but a 3 percent volume increase between 2018-2020. The Italian market, particularly for plant-based milks and meats, is highly fragmented with key players and innovative start-ups vying for market share. Supermarkets and hyperstores dominate the distribution channels, projected to see a 93% growth by 2026, with convenience stores also expected to grow significantly. Online and delivery channels for plant-based products are becoming increasingly popular in Italy..### Italian Market Trends for Plant-Based Meat Alternatives In Italy, the demand for plant-based meat alternatives is on the rise, influenced by a combination of health, environmental, and ethical considerations. Italian consumers are increasingly adopting sustainable eating habits, contributing to the growth of the vegetable meat market. A significant segment driving this demand are vegans and vegetarians who make up around 7.5 to 12.5 percent of the population. Furthermore, a notable proportion of Italians identify as flexitarians, preferring to minimize animal protein in favor of plant-based foods. From an environmental and health perspective, many Italians are turning to vegetable meat due to concerns over the ecological footprint of livestock farming. Studies indicate that about 60 percent of consumers believe that their eating habits can impact the planet, with nearly 50 percent regarding plant foods as having one of the lowest environmental impacts. When it comes to spending habits on plant-based products, Italians are showing a discerning approach, with many considering nutritional content and taste as the primary reasons for consumption. The data suggests that within the last five years, about 60 percent of Italians have altered their diets, consuming more fruits and vegetables and reducing animal proteins. Among those who have tried plant-based products, a considerable number continue to consume them, with a high percentage of regular users being under 35 years old. The geographical distribution of demand shows that the vegetarian diet spreads across the country, with a higher prevalence in the islands and the central-north, whereas veganism is more concentrated in the northern regions, particularly in the Po Valley. Cities like Bologna, Milan, and Pavia are identified as places where vegan consumption is notably high. A look into the Italian market's characteristics reveals a highly fragmented landscape with major food players and innovative startups vying for market share. Big industry names offer a range of vegetable meats, while startups are exploring disruptive production processes. The market for plant-based meats is led by soy products, experiencing a compound annual growth rate of around 6.5 to 7.5 percent, followed by grain-based and vegetable meats. Sales values of meat alternatives have seen consistent growth over the years. Finally, in terms of distribution channels, supermarkets and hyperstores dominate the sales avenue for plant-based products, with significant growth anticipated in the coming years. Convenience stores are also expected to see substantial growth, and online and delivery services are becoming a crucial part of the distribution mix as more Italians opt for vegan dishes outside the home. In conclusion, the Italian market for plant-based meat alternatives is expanding steadily with health.### Key Players Shaping the Italian Plant-Based Meat Landscape The Italian plant-based meat market is a vibrant and dynamic space that features a mix of established food industry giants as well as innovative startups, each contributing to the burgeoning popularity of meat alternatives. **Nestlé Italiana** has taken a significant position in the market with its Garden Gourmet brand. This segment of Nestlé is dedicated to offering a range of plant-based products that cater to the evolving tastes of customers looking for healthy and sustainable meat alternatives. **Granarolo** is another heavyweight with its 100% Vegetable line, Unconventional Burger, and the organic brand ConBio. Granarolo has carved out a niche in the sector by providing a variety of plant-based options that appeal to health-conscious consumers. **La Linea Verde** brings its expertise in fresh and ready-to-eat products to the plant-based arena with DimmidiSì, a line that meets the growing demand for quick yet healthy meal solutions catering to the needs of busy yet health-conscious consumers. **ATLANTE** stands out with a broad portfolio that includes Vegamo, Pavlakis, Kionas, and other brands. The company has positioned itself strongly in both the retail and HORECA sectors, catering to a diverse range of tastes and dietary requirements. **Valsoia** is a dominant force in Italy with its Bontà & Salute (Goodness & Health) range. Known for a comprehensive selection of plant-based dairy and meat products, Valsoia enjoys a substantial market presence, particularly in supermarket chains where it derives a significant portion of its sales. **Euro Company** leans towards a more specialized approach with brands like Cicioni and Fermé, targeting health-conscious consumers and those who prefer organic and gourmet options. **Exquisa** diversifies the market with a unique selection that includes Exquisa, Noa, Miree, and Bertotti Mill, amongst others. Their focus on variety allows them to cater to a broad audience and compete effectively in the GDO and discount channels. **Zerbinati** leverages its expertise in fresh vegetable processing to create offerings that are both healthy and convenient, aligning with the needs of modern consumers who seek quick, nutritious meal options. **RiverFrut**, with its Riverfrut and Cottintavola brands, focuses on a mix of distribution channels, balancing its presence across supermarkets, HORECA, and industry sectors. **Germinal Group** targets the eco-conscious segment with its Germinal BIO range,

the vegetable meat market - Italy

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Number of pages : 30 pages
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Last update : 02/05/2022

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Summary and extracts

1 Market Overview

1.1 Definition and presentation

The term "vegetable meat" refers to a plant-based food used as a substitute for meat that is very similar in color, smell and texture to meat. The most commonly consumed types in the market are:

-Seitan: made from wheat flours with high gluten concentrations such as semolina or durum wheat

-Wheat muscle: produced with gluten powder and legume flour

-Mopur: very similar to wheat muscle that involves the addition of yeast

Vegetable meat has the advantage of being cholesterol-free and having high levels of dietary fiber, phytosterols and lecithins.

The global vegetable meat market had grown to be worth $6.67 billion in 2020 and is expected to reach 16.7 billion in 2026. Between 2016 and 2026, this is estimated to grow at a CAGR of 16.37 percent.

At the Italian level, as stated by the Unionfood association, in the last year the market grew by 3.7 percent compared to the year 2020. This growth is justified by the fact that more and more Italians prefer vegetable meat for health reasons (76%) and ethical reasons (63%). In the year 2021, 37.9% of Italian households made vegetable meat part of their food choices, thus reaching an estimated 22 million consumers.

The market trend is to focus on research and development activities to create foods that are increasingly similar, not only in nutritional terms but also in taste and flavor, to meat with more and more raw materials. Today, vegetable meat is made from plant proteins such as legumes, but it is expected that by 2025 we will be able to use mushrooms, unicellular algae, and yeasts as raw materials. In addition, it is expected that by 2032 plant meat can be produced in the laboratory directly from animal cells.

2 Demand analysis

3 Market structure

4 Supply analysis

5 Regulations

6 Positioning of actors

List of charts

Vegetable Meat Market Value Evolution
Estimated value share of the plant-based foods market, by region
Value of sales of plant products
Breakdown of sales of plant products
Value Vegetable meat sales, by type
Size Vegetable product market, by product
Vegetarians and Vegans in Italy, percentage of the population
Percentage of Vegetarians, by age group
Reasons why Italians have decided to reduce their consumption of meat and fish
Why Italians choose plant-based products
What Italians look at when they buy vegetable products
Percentage of Italians who would be willing to try plant-based meat
Italians' favorite vegetable products
Value sales meat substitutes
Market size of plant-based foods in Italy in 2020 and 2026, by distribution channel
Distribution of meat sales in 2040

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Latest news

Lidl France maps out its logistics future - 28/10/2023

The company has opened platforms in Gondreville (54) and Saint-Augustin (62), with the next one planned for Châtelaudren-Plouagat (22)
Investment in the 63500 m² Gondreville platform: 100 million euros
This site employs 320 people
Other new platforms are planned for Châtelaudren-Plouagat (22) in 2024, Ablis (78) in 2025, and Pardies (64) in 2026
The Lidl network in France comprises 25 platforms, 23 of which have been renovated, expanded or relocated over the past decade.

Michel Biero to head Lidl France - 19/09/2023

At the end of August, the brand boasted almost 1,600 stores and 48,000 employees in France

Beyond Meat's faux-meat receita is no longer a hit | Beyond Meat is losing popularity - 07/09/2023

Beyond Meat's IPO valuation was $3.8 billion.
Today, Beyond Meat is worth just $841 million on the New York Stock Exchange.
The start-up's sales forecasts for the year are between $360 and $380 million, down 9 to 14% year-on-year.

Lidl launches its beauty range - 12/12/2022

Lidl has carried out a shopper study in 2021 which has led to an acceleration in the beauty market.
The "Beauty Box" concept has been on trial since February 2022
In Lidl's hygiene and beauty department, the ratio is 70% private label and 30% national brands.
Sales in the department increased by over 10% following the introduction of the "Beauty Box".

Vegetable meat not a hit with consumers - 09/08/2022

Beyond Meat: second-quarter net loss of $97 million
50% reduction in workforce
The start-up is now forecasting sales of between $470 and $520 million for the year, compared with $560 to $620 million previously.
Last November, the company decided to test a vegetarian steak, the "McPlant", in North America and the UK, in addition to its classic hamburgers
Today, these meat substitutes are sold in some 183,000 outlets and restaurants in 90 countries

Beyond Meat becomes an official partner of Disneyland Paris - 18/07/2022

The American brand of plant-based meat substitutes is making its way onto the menus of Disneyland Paris restaurants

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Nestlé Italia

Bonduelle Italia

Unilever Italia

Beyond Meat

Redefine Meat

Valsoia

La Linea Verde

Carrefour Italia

Esselunga s.p.a

Lidl France

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