Meat Free category report 2014
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Focus on Meat Free 2014
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It should have been a golden year for meat-free, what with the horsemeat scandal raising concerns over the identity of the meat in our burgers and ready meals, and more of us flirting with vegetarianism on health grounds.
But things haven’t quite gone to plan. The total meat-free market has inched up just 1.3% in the past year to £253.5m and volumes have actually fallen 1%, dashing hopes of any long-term Horsegate-generated uplift [Kantar Worldpanel 52 w/e 2 February 2014].
Our special report canvasses expert opinion and harnesses exclusive data; examines the precise impact of the horsemeat scandal in January 2013; assesses the impact of a product recall at Hain Daniels; weighs up sales of meat-free products across all the major UK retailers; and looks at the exceptional performance of Quorn Foods in the last year.
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