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Synthèse
The global market for meat substitutes has experienced significant growth, with forecasts predicting a cumulative annual growth rate of 7% , elevating the market value from €4.6 billion to €6.5 billion. Countries like Germany and the United States lead in vegan product launches, with France showing a strong potential due to its high number of flexitarians.
The French national market for vegetable meat has also seen steady growth, with the processing and preservation market reaching a value of 4.1 billion euros. Traditional vegetarian brands like Sojasun and Cereal are contending with newly entering industrial players and private labels such as Herta, which has quickly captured a substantial market share with offerings like the 100% vegetarian Knacki range.
The penetration of plant-based products in supermarkets and restaurants is increasing, driven by consumer demands for health benefits, ethical considerations regarding animal welfare, and environmental concerns. Advances in meat substitutes have led to products that increasingly resemble the taste and texture of animal meat, with Impossible Foods and Beyond Meat distinguishing themselves in the "3rd generation" category of meat alternatives.
However, competition is intensifying among distribution channels and players within those channels to source the best vegetarian meat products as the market's potential escalates.
A Comprehensive Insight into the Rising Shift Towards Meat Alternatives
Over recent years, the country has witnessed a palpable shift towards meat alternatives, accentuated by changing dietary preferences and a growing consciousness around health, environment, and ethical considerations. Notably, there has been a steady climb in the number of flexitarians – individuals who are predominantly vegetarian but occasionally consume meat – which now ranges between 30% and 35%. Vegetarians consist of around 5% of the population, while the vegan community remains relatively small, at less than 1%.
The market for meat substitutes, particularly driven by environmental concerns and ethical reasons surrounding animal welfare, is on an incline. The prevailing sentiment echoes a desire to mitigate the negative externalities posed by traditional animal farming, which is underscored by figures indicating a dip in per capita meat consumption. In this regard, it is estimated that consumption has waned by nearly 1% over a year, with specific segments like fresh and frozen meat witnessing declines between 1.5% and 7%.
Consumer demand also appears to be more discerning, with an increasing number of individuals – reported to be nearly half the consumer base – prepared to integrate hybrid meats or products solely relying on plant proteins into their diets. This burgeoning interest is reflected in the gradual augmentation of products containing vegetable proteins, which have witnessed an approximate eighteenfold increase over the last three decades. This uptrend is further evident within retail settings, where metrics such as the average annual budget dedicated to plant-based products, and their penetration rates in supermarkets and hypermarkets, have been rising.
The frequency of purchase of these products has also seen an incremental rise. Private labels in the retail sector have captured a substantial portion of the market share, sitting at around 24%, by extending their offerings to encompass vegetarian meat products. While traditional meat consumption is not anticipated to fade completely, it is clear that the palette of the consumer is expanding, displaying an inclination towards alternatives that offer a semblance of meat both in taste and texture.
With a landscape brimming with potential and estimated to balloon to an astonishing $140 billion worldwide by 2029, the market for meat alternatives is set for profound growth as it continues to cater to and stimulate the evolving tastes of a health-conscious, environmentally aware, and ethically driven populace.
Prominent Contenders in the Plant-Based Meat Arena: Innovators and Traditional Giants
The burgeoning plant-based meat industry has seen a wave of innovation that's been matched with enthusiasm from both niche startups and established food industry behemoths. As the market continues to grow, a diverse array of players compete for their share of the meatless pie.
Here’s a closer look at some of the main players shaping this dynamic sector.
- Impossible Foods - Leading the Plant-Based Revolution with the Impossible Whopper. At the forefront of plant-based innovation is California-based Impossible Foods. This startup has captured widespread attention with its eponymous "Impossible Burger," a plant-based burger that's become a sensation for its meat-like taste and texture. The brand catapulted into the mainstream when fast-food giant Burger King added the "Impossible Whopper" to its menu, showcasing the potential for plant-based options in fast food.
- Beyond Meat - Pioneering plant proteins in fast casual dining equally influential is Beyond Meat, another Californian innovator. Known for its strikingly meat-like products, Beyond Meat has challenged perceptions of plant-based meats with its flagship "Beyond Burger." The company has leveraged partnerships with restaurant chains, including KFC and the Parisian chain Buffalo Grill, to bring plant-based options to a wider audience.
- Herta - A Nestlé Brand taking a big bite of the vegetarian market. Another key player is Herta, a brand under the Nestlé umbrella. With a strong presence in the European market, Herta has made a name for itself by expanding its "Knacki" range to include a 100% vegetarian recipe. They've thoroughly embraced the flexitarian trend, targeting consumers seeking meat alternatives that don’t compromise on taste or texture.
- Triballat-Noyal (Sojasun) - Soy innovators and long-time vegetarian advocates Triballat-Noyal, through its brand Sojasun, has been an early and influential promoter of soy-based products. Beginning with soy milk, they have expanded their range to include tofu and a variety of soy-based meat substitutes. Sojasun has continued to innovate, offering 2nd and 3rd generation plant-based meats to accommodate the growing market.
- Céréale - Early pioneers transitioning into new markets, Céréale has held a pioneering status in the plant-based food market, starting with vegetarian staples and moving into more advanced meat substitutes that replicate traditional meat forms.
à la compréhension de ce marché
Détail du contenu
Informations
- Nombre de pages : 30 pages
- Format : Version digitale et PDF
- Dernière mise à jour : 08/11/2020
Sommaire et extraits
1 Market overview
1.1 Definition and scope of the study
Meat substitutes or imitation meat products represent a food category of products whose taste or aesthetic characteristics imitate those of certain meats for human consumption, and which generally have intended to replace the use of animal meat for consumption.
As a general rule, meat substitutes are made from non-meat products and sometimes also exclude products of animal origin, such as dairy products. The majority of these substitutes are based on soybeans, wheat, cereals, peas, various photosynthetic plants, bacterial or fungal cultures which are denatured by chemical and mechanical treatment to obtain a product in the form of meat, whereby this is then flavoured.
The world market for meat substitutes is growing rapidly with forecasts of a cumulative annual growth rate of 7% per year between 2018 and 2023. Europe is the dominant market for vegetable meat, ahead of North America and Asia-Pacific. In France, sales in the vegetable meat industry are also rising rapidly, with a 11% growth between 2018 and 2019 .
With rising flexitarian and vegan trends inovolving the reduction of meat consumption, vegetable meats are more than ever in ascendancy. This phenomenon is accentuated by a promise of a reduction of the carbon and environmental footprint compared to the negative externalities which traditional animal production produce. Finally, the increase in health problems such as obesity or diabetes, due in particular to the over-consumption of meat products, also encourages consumers to turn to vegetable meats.
The sector is strongly marked by novelty with investments in Research & Development to constantly find new products that use less water, pollute less and taste better. The current trend is to diversify the raw materials used in the manufacture of meat products, which until now have been mainly soy and wheat-based.
1.2 A growing global market, mainly in Western countries
Size of the world market for meat alternatives World, ****-*****, in billions of euros Source: ****
The world market for vegetable meat is expected to grow at a sustained rate of *% per year until ****, increasing the value of the market from €*.* billion to €*.* billion.
A study conducted by the British bank Barclays ...
1.3 A national market that has been growing steadily for several years now
The vegetable meat market is included in the category "Other processing and preserving of fruit and vegetables" (***) of the INSEE nomenclature.
Size of the vegetable processing and preservation market France, ****-****, in billions of euros Source: ****
The processing and preservation market grew by *.*% between **** and **** to reach a value of *.* billion ...
2 Demand Analysis
2.1 Demand for traditional meats structurally declining
Meat consumption per capita in France contracted by *% in ****. The main segments contributing to this decline were fresh and frozen meat (***).
Meat consumption per capita France, ****-****, in g/day Source: ****
The graph of meat consumption per capita in carcass equivalent shows a gradual decline since ****. While this decline in consumption ...
2.2 French people increasingly fond of meat alternatives
French consumers have been attracted to vegetable meat for a long time. As early as ****, a study reveals that **% of consumers wanted to reduce their meat consumption. According to the same study, **% of consumers said they are ready to eat hybrid meats (***) and **% of them could turn to products based exclusively ...
2.3 Consumer perception of vegetable proteins
The products containing the most proteins according to the French people France, ****, in % Source: ****
The consumer barometer conducted by the GEPV reveals that **% of French people, i.e. *.*% more than in ****, think that vegetable proteins (***) are beneficial for health. At the same time, **% are convinced that they are good for the ...
2.4 Motivations of vegetarian consumers
Ethical, environmental (***) and health concerns are the main reasons given for choosing a flexitarian or vegetarian diet.
Animal welfare
According to Opinion Way **% of those who say they abstain from meat and fish, choose animal welfare as the first criterion for doing so. In total, **% of French vegetarians consider this criterion ...
3 Market structure
3.1 Value chain of the vegetable meat market
The interview given by the French startup "Les Nouveaux Fermiers" to L'Usine Nouvelle is rich in lessons on the organisation of the value chain of the vegetable meat industry. Raw materials are first purchased from a network of French or European producers. The finished product is then produced by an industrial ...
3.2 A market shared between specialist brands, industrial players and private labels
Traditional vegetable and meat substitute brands :
The current leaders in the vegetable and meat substitute sector are those who were able to offer similar subsitutes at *st generation (***). These include Triballat-Noyal which owns the Sojasun brand. Another player, the Breton company, started to design soy-based products in ****, starting with milk, and ...
3.3 The battle for the distribution of vegetarian meat
The vegetarian meat market has a very strong potential and could reach $*** billion worldwide by ****, according to estimates by the British bank Barclays. There is therefore competition both between distribution channels and, above all, between players in the same distribution channel to obtain supplies from the best vegetarian meat producers.
Barclays ...
3.4 French restaurants are changing in response to new vegetarian and vegan demand
It is estimated that between **** and **** the number of vegetarian restaurants in Paris has increased *.* times to a total of ***. This trend does not only affect table-top restaurants but also fast food restaurants, with for example McDonald's launching its vegetarian burger, the "Grand Veggie" in ****, or university restaurants with the development ...
4 Analysis of the offer
4.1 Overview of the different types of vegetable meats
There are several generations of meat substitutes. Each generation has brought a form of technological innovation compared to the previous one, with the common thread always being the desire to resemble animal meat more and more.
*st generation
These are products that do not resemble animal products. They are the ...
4.2 The advantages of vegetable meat
Vegetable meat has several environmental, health and ethical advantages which are at the root of its nascent success with French consumers.
Environmental benefit
Meat consumption has a major environmental impact. According to United Nations figures, the sector's greenhouse gas emissions amount to **.*% of the world total (***), far ahead of aviation or ...
4.3 Obstacles to the growth of the vegetable meat market
In spite of all its qualities, vegetable meat is not a panacea for the moment. Indeed, there are still many criticisms and doubts about its future development.
An ultra-processed product harmful to health
Among the potential risks, analysts at the British bank Barclays cite "the fact that alternatives to meat are ...
5 Regulation
5.1 Food regulations
Meat substitutes are subject to a set of standards governing the production and transport of food for human consumption
Thus the following standards apply to the production and transport of these foodstuffs:
Regulation (***) No ***/**** of the European Parliament and of the Council of ** April **** on the hygiene of foodstuffs. Order of ...
5.2 Regulation on the appointment of meat substitutes
On Wednesday ** May ****, the National Assembly definitively adopted the law on the transparency of consumer information on agricultural and food products. The text includes a number of provisions adopted in the framework of the Egalim law but which had been retooled by the Constitutional Council in October ****.
It is now prohibited ...
Liste des graphiques
- Taille du marché mondial des alternatives à la viande
- Pays avec la plus grande proportion de lancements de produits végans
- Taille du marché de la transformation et conservation de légumes
- Évolution du nombre de produits contenant des protéines végétales
- Consommation de viande par habitant
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Dernières actualités
Protéines végétales : Umiami a inauguré son usine en Alsace - 30/03/2024
- - Montant de l'investissement : 38 millions d'euros
- - Capacité de production actuelle de l'usine : 7 500 tonnes par an
- - Capacité de production à terme : 20 000 tonnes par an
- - Nombre de personnes employées sur le site de production : 53
Fleury Michon, le roi du jambon qui parie sur le végétal avec des tranches de légumes - 28/03/2024
- - Chiffre d'affaires de Fleury Michon : 795 millions d'euros.
- - Produits proposés : trois produits à base de légumineuses (lentilles corail, pois chiches, haricots blancs)
- - Marché visé : 50 % de consommateurs se disent flexitariens en France.
- - Recul annuel du marché du jambon de porc : 2 % à 3 % en volume depuis 2015
- - Estimation du marché des produits végétaux en grande surface au rayon traiteur : près de 150 millions d'euros, en hausse d'environ 3 % en volume.
- -Part de marché de Fleury Michon sur le "sans nitrites" : 62 % de ses ventes.
Olga: Les desserts végétaux de Sojasun à la conquête du gigantesque marché chinois - 13/12/2023
- Triballat Noyal est connu pour les marques Vrai et Sojasun
- Le groupe est rebaptisé « Olga »
- Le groupe laitier et végétal breton a signé un accord de licence avec Junlebao, numéro deux des produits laitiers frais en Chine.
- Le géant chinois détient près de 20 % du marché avec un chiffre d'affaires de 2,6 milliards d'euros.
- Le partenariat avec Olga prévoit le lancement cet été d' une gamme végétale alternative aux yaourts et aux desserts laitiers sous la marque Sojasun
- Les produits seront fabriqués par Junlebao
- L'entreprise bretonne ne réalise aujourd'hui que 20 % de ses ventes hors de France, qui se font pour l'essentiel dans quelques pays européens
- Le marché chinois est « le premier marché laitier au monde.
- Le marché mondial des produits laitiers végétaux est estimé à 27,5 milliards de dollars et devrait atteindre 68 milliards d'ici à 2029, selon Global Market Insight.
Olga: La marque Sojasun se lance en Chine - 13/12/2023
- Le groupe Olga est connu pour ses marques Sojasun, Sojade, Petit Billy.
- L'entreprise a signé un contrat de franchise avec Junlebao, le numéro deux du lait en Chine.
- Junlebao réalise un chiffre d'affaires de 2,6 milliards d'euros.
- Junlebao a une part de marché de 18,9% dans la catégorie des produits ultra-frais en Chine
- La Chine est le premier marché laitier au monde.
- Le marché des alternatives végétales est en pleine expansion au niveau mondial.
Les volailles de Loué à la conquête du marché polonais - 23/11/2023
- LDC, le premier volailler français
- Achat du leader de la dinde en Pologne, la société Indykpol avec Rolmex, un investisseur dans l'immobilier, exportateur de volailles, distributeur de vin.
- La Pologne est le plus gros producteur de dindes et de poulets de l'Europe et exporte la moitié de ses volailles dans l'Union européenne
- Cette opération portera l'activité internationale totale de LDC au-dessus du milliard d'euros en 2024 pour un chiffre d'affaires total de plus de 6 milliards d'euros.
- L'entreprise française détiendra alors 16 usines en Pologne pour une activité de 700 millions d'euros
- Indykpol a réalisé un chiffre d'affaires de 228 millions d'euros en 2022, dont plus de 60 % sur le marché domestique.
- La Pologne
- Objectif d'installer le modèle LDC avec des volailles nées, élevées et transformées localement et de développer la consommation avec des marques très connues comme Indykpol
- LDC s'est installé en Pologne il y a vingt ans
- Les effets ravageurs de la grippe aviaire appartiennent à un passé récent et la vaccination des canards a redonné de l'espoir à la filière.
LDC négocie l'achat de DSL (Délices de Saint Léonard), une usine dans le Morbihan - 23/11/2023
- LDC est le premier acteur français sur le marché de la volaille.
- LDC vise l'acquisition de l'usine Les Délices de Saint-Léonard (DSL) appartenant à Agromousquetaires.
- L'objectif de l'acquisition est d'augmenter ses parts de marché sur l'activité traiteur et de consolider son maillage territorial.
- DSL est située à Theix-Noyalo (Morbihan) et fait partie de la coopérative Les Mousquetaires, qui compte une soixantaine d'usines en France.
- En 2022, le chiffre d'affaires du groupe LDC était de 5,8 milliards d'euros.
- LDC emploie 23.000 personnes et possède une centaine de sites.
- Le volume d'affaires de l'usine DSL est de 50 millions d'euros et elle emploie 265 salariés.
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