Meat-free hits the mainstream

While just 7% of Americans identify themselves as vegetarian, more than a third of shoppers (36%) buy meat alternatives, suggesting the category is appealing to a far broader demographic, according to Mintel food and drink analyst Beth Bloom.

Meanwhile, some 31% of grocery shoppers surveyed are trying to reduce their meat consumption, she says.

“Participation in the alternative meat category stretches far beyond necessity, and creates an opportunity for future growth based on the products’ ability to meet general consumer food interests, such as health, price, variety and convenience."​
 
According to a consumer survey conducted by Mintel, the top six reasons that consumers try meat alternatives are:

• I think they are healthy (33%)
• I enjoy the taste (31%)
• I am trying to reduce my meat consumption (31%)
• I’m adding protein to my diet (30%)
• I’m adding variety to my meals (23%)
• I’m trying different varieties (23%)

Nasoya: Wouldn’t it be great if we could do for tofu what Chobani did for Greek yogurt?​

Picture: Chipotle has rolled out its Sofritas shredded tofu meat-alternative for burritos and tacos in California and the Pacific Northwest and is now trialing them in several other markets including Washington DC and Chicago.