Plant-based Frozen Food: Investigation
The trend towards a conscious and increasingly plant-based diet is increasingly finding its way. According to the Deutsches Tiefkühlinstitut e.V. (dti), around 55% of all Germans described themselves as flexitarians in 2020. In 2021, 12% already ate a completely vegan or vegetarian diet. Overall, the overall market for vegan and vegetarian alternatives in Germany grew from EUR272.8m to EUR374.9m (+37%). In an extensive online study with more than 50,000 participants, GLOBUS SB-Warenhaus Holding GmbH & Co. KG and the dti surveyed customers about vegetarian and vegan frozen products
Plant-based Frozen Food: High Buyer Potential
Together with experts from leading telecommunications brand owners as well as GLOBUS and REWE, a placement recommendation for the food trade was derived from the results of the survey. The customer survey confirmed the high buyer reach of frozen products, which are purchased by 83% of customers. Meat substitutes, on the other hand, are purchased significantly less, with a buyer reach of 25%. The proportion of customers who eat exclusively vegetarian or vegan is still low. 97% described themselves as flexitarians in the survey. 22% of customers who already buy vegetarian and vegan foods also buy them in the frozen food department. Another 42% can imagine doing so in the future; accordingly, there is a high buyer potential here.
Plant-based Frozen Food: Advantage
In the frozen food department, there is often still a lack of orientation for consumers, as the category of plant-based frozen food alternatives compared to the fresh food sector is still quite young. The advantages for the plant-based frozen food alternatives are obvious: They score with freshness, portion-ability, long shelf life and no preservatives at all. Frozen products are purchased by all age groups; the proportion of users is highest among 25- to 45-year-olds. In the frozen food departments, it is often still unclear where and how the vegan and vegetarian offer should be optimally placed and which products are included. In order to further establish the category within the telecommunications sector, consumers need a clear orientation. The current shopper study by Globus and dti provides valuable facts about where and how vegan and vegetarian offers that represent alternatives to products with animal components should be placed in the future.
Social Link:
