Innovation and enterprise blog

14 February 2020

The rise of flexitarians and veggie butchers

The Vegan industry is booming. Many people are changing their diet for any number of reasons from diet and health to environmental factors. According to a recent Mintel report (which is free to access in the Business & IP Centre) a rise in flexitarians has aided the success of the meat-free market, especially amongst the younger consumers.

The report shows 34% of meat eaters are reported to have reduced their consumption in the last six months, giving a recent boost in sales of meat-free foods (UK Meat-Free Foods Market Report 2018/19).

With Veganuary having recently ended, I thought what better time to present my findings on this dynamic market and continue the conversation. Having recently acquired a new role within the Business & IP Centre, I was keen to get right into it and creating an industry guide that highlights useful databases, publications and websites on key industries seemed the best way about it. I chose the vegan, vegetarian and free-from market after seeing a demand for it whilst on the reference desk and was surprised that there wasn’t already an industry guide created on this topic. It was one of the biggest emerging markets and it seemed a great idea until I ventured forth and realised why there wasn’t an industry guide on it already.

I started with the Cobra database looking for Business Opportunity Profiles (BOP) that would be useful for anyone looking to start, run or manage a small business. This is a useful database that holds hundreds of how-to guides, reports, factsheets and even small business ideas to get you started, which you can also access for free in the BIPC. But there were no leads there specifically for vegan start-up businesses. I did however manage to find a BOP on Dieticians and Green Grocers and a Mini- Business Opportunity Profile (MBP) on the Vegetarian/Vegan Restaurant and Vegetable box scheme. Not as much as I would have liked, but it was a start. The Small Business Help Books, located by the entrance of the BIPC, proved even harder, only finding general titles on How to run a sandwich and coffee shop and Starting your own Speciality Food Business and Jonathan Self’s book Good Money, which was an account of the authors own experience of a successful ethical business start-up. Maybe the market research statistics would prove more fruitful...

Vegan Trade Journal

The EMIS Database which offers company information and sector research on the top emerging markets proved the most effective with reports on the Global Dairy Alternative Products Market (2019-2024), Global Meat Substitute Market (2018-2025) and Global Gluten-Free Food Market (2018-2025). You can access all of these reports for free in the BIPC. Additionally, Mintel a widely used market intelligence agency on consumer and lifestyle markets provided a broad range of useful consumer trends reports such as Attitudes towards Healthy Eating, Lifestyles of a Generation and Free-from Foods. But I wanted to find more alternative product reports on the UK market.

Veggie Butchers screenshot

Global Data’s Veggie Butchers report although not a recent report, could provide vital insight into meat alternatives (sausages, kebabs, mince etc.). I knew ‘niche’ industries would be difficult and I was happy to find useful content within the broader realm of veganism, vegetarian and free-from foods. But I was determined to dig as deep as I could and using various key word variations I was able to discover useful reports to add – I was especially excited to find a report titled Veganism on the Upswing on EMIS, and Passport proved very useful with reports on Vegetarianism and Other Meat-Restricted Diets and excitedly a report titled A new vegetarian boom is in the making. It seemed I was able to extract key reports that would prove useful for anyone wanting to venture into this industry and I was very happy that the Vegan, Vegetarian and Meat alternative space in terms of market research was on the rise and I look forward to seeing this go from niche to mainstream in the near future.

Meron Kassa, Business and IP Reference Specialist at the Business & IP Centre London

Meron has worked at the British Library for over six years, working in several other reading rooms including Maps and Manuscripts, Asia and Africa and Rare Books and Music before landing a role within the British Library’s Business & IP Centre last year as a new member of the team, where she delivers reference work and will soon be delivering 1-2-1 business advice clinics, as well as workshops and webinars on a regular basis.