Statistics & Insights
Growth of Meat-Free
- 14% less meat consumption since 2012
- 77% UK adults want to eat more protein
- 82% meat-free buyers looking for high protein options
- 31M UK adults want to eat more protein
- In 2024, the tempeh category experienced 62% year-on-year growth in retail.
- 50% more people are following a plant-based diet in the last year
- 61% of people eat meat-free for health reasons
- Almost half of those surveyed (46%) said they were picking up meat-free products, even the 21% who claimed to be ‘committed carnivores’.
- The overwhelming majority of these (64%) say they are doing this for health reasons. On the flipside, around a third (32%) said they would never eat meat-free alternatives.
- This suggests that while meat-free products are gaining traction in the market, consumers are looking less for meat replacements, and more for products that allow them to limit the amount of meat in the diet, with a greater focus on plants and pulses.
Gut Health
Processed / Ingredients:
- 33% UK adults want to reduce ultra-processed foods
- 84% UK adults want products with no artificial ingredients
- 61% UK adults think meat alternatives are too processed
- 30M UK adults want to reduce ultra-processed foods
- 75% concerned about the impact of ultra-processed foods
- UK Meat alternative sales are in a decline of 8% YoY due to concerns they are too unnatural & ultra processed
- 54% of people are now proactively avoiding processed foods (Waitrose)
- This term is gaining huge traction in the UK, with 90% of those asked said they had heard of the term ‘ultra-processed foods’.
- More than two-thirds (68%) said they pay attention to the level of processing in ‘healthy’ foods.
- One in five (21%) focus on it a lot, and one in three (32%) said they are trying to kick their UPF snacking habits.
Rise in Chronic Health Conditions:
- TBC
Better Nature Growth in 2024
Social Media and Marketing Metrics
- Over 10.6 million impressions on social media in 2024
- 12.6k Instagram followers
- 6k email subscribers with a 35% average open rate
- 24% brand awareness within our target audience (health-conscious flexitarians)
- Over 20k samples handed out
- Worked with over 200 health-conscious brands and influencers
Growth and Brand/Product Performance
- We are one of the UK’s fasted growing meat-free brands, growing ~250% YOY
- We have grown our UK retail sales value by 660% yoy (l12m vs l12m ya).
- We have increased our distribution in Germany by 400%.
- Better Nature is the UK’s #1 tempeh brand, driving 70% of the total growth of the category.
- We are in 1,600+ retail locations
- We have launched into 4 of the UK’s top retailers since June 2023.
- Our organic tempeh outperforms 76% of all meat-free SKUs available in major UK retailers.
Corporate Responsibility
- We donate 1% of our sales to the charity YUM.
- to help tackle malnutrition in Indonesia.
- We’ve offset 13MT+ of CO2e since 2022
Chicken Market:
- Global market for chicken is expanding rapidly, projected to hit $207.6b by 2027
- Compared to other animal proteins, it’s lower in saturated fat and cholesterol, higher in protein, and is easier to cook. However, it still has a much higher environmental impact than plant-based proteins and is poor for gut health
All Sources
- https://www.theguardian.com/environment/2023/oct/24/uk-meat-consumption-lowest-level-since-record-began-data-reveal
- https://www.foodmanufacture.co.uk/Article/2024/05/02/uk-consumers-prioritising-healthy-food-as-inflation-falls/#:~:text=Elsewhere%2C 37%25 of respondents said,2023 and this latest report
- https://www.theguardian.com/science/2018/feb/02/ultra-processed-products-now-half-of-all-uk-family-food-purchases
- https://www.thegrocer.co.uk/analysis-and-features/workouts-sugar-and-snacking-10-charts-explaining-uk-attitudes-to-protein-shakes/691009.article
- https://www.food.gov.uk/safety-hygiene/ultra-processed-foods#:~:text=However%2C%20since%20August%202023%2C%20ultra,about%20over%2Dprocessing%20of%20food.
- https://www.thegrocer.co.uk/health/brits-less-worried-about-ultra-processed-foods-than-europeans/688361.article#:~:text=As%20concerns%20grow%20over%20the,up%20from%2025%25%20in%202021.
- https://wellbeingnews.co.uk/news/activia-launches-the-good-gut-guide-to-make-gut-health-a-priority-in-2024-with-rachel-stevens-and-dr-zoe-williams/#:~:text=Nearly%20two%2Dthirds%20(65%25),confident%20they%20know%20how%20to
- https://www.eating-better.org/news-and-reports/news/eating-better-2022-public-attitudes-survey-results/#:~:text=The majority of people
- https://www.foodnavigator.com/Product-innovations/The-future-of-chicken-Are-you-ready-to-lead/#:~:text=The global market for chicken,Symrise can support your growth
- Better Nature Market Data Performance Dashboard
- https://www.thegrocer.co.uk/comment-and-opinion/nutritious-less-processed-options-can-reinvigorate-the-meat-free-market/680370.article
- https://acss.food.gov.uk/Consumer concerns%2C beliefs and behaviours around ultra-processed foods
- https://www.specialityfoodmagazine.com/food-and-drink/health-and-wellbeing-food-and-drink-trend