Vegan and vegetarian meals are booming in Germany. New research from Mintel reveals the number of meals and meal centres with vegetarian labels increased more than seven-fold (633%) in Germany between 2011 and 2015, while the number of vegan-labelled meals and meal centres has grown more than twenty-fold since 2011.
ARE YOU A FLEXITARIAN? – The rise of flexitarianism – a plant-based diet with the occasional inclusion of meat – offers new opportunities for manufacturers to experiment with meat-free product concepts. In particular with the meal centres, which includes prepared meals, meal kits, salads, sandwiches/wraps, pizzas, instant noodles, instant pasta, instant rice, pastry dishes.
ITALIAN “MEATY” PRODUCTS TURNED INTO VEGGY – Among the new plant-based products, it is possible to find re-readings of the traditional Italian cousine. Katya Witham, Senior Food and Drink Analyst at Mintel, said:“Meat substitutes are increasingly spreading across various segments of the German meals and meal centres category, from pizzas to salads, recreating meat-based recipes. From spaghetti bolognese and paella to chilli con carne, recent launches of vegetarian and vegan prepared meals feature an unprecedented variety of ’meaty’ recipes and flavours. The growing use of plant-based meat substitutes in meals and meal centres highlights how foods that were once considered as inferior alternatives to non-vegetarian and non-vegan options are now becoming legitimate contenders for the attention of every day consumers.”
MILLENNIALS’ HEALT-CONSCIOUSNESS – Furthermore, it seems like health-conscious Millennials and their evolving attitudes toward nutrition are the biggest forces behind the rise of meat alternatives in Germany. Compared to consumers overall, twice as many Germans aged 16-24 define themselves as vegetarians (16%); moreover, almost one in three (31%) say they are incorporating more vegetarian foods into their diets compared to a year ago.
