Plant-based meat saw 5.5% growth across six European countries in the last 12 months, Good Food Institute data shows, with Germany, France and Spain leading the way.
However, more ground can be gained in the months and years ahead, as delegates at this year’s free Protein Vision digital event will learn from a lineup of big name speakers on 3 December.
From Quorn to THIS, Redefine Meat and La Vie, some of the sector’s biggest brands as well as market analysts and marketing geniuses will take to the virtual stage to reveal what’s really going on in the category.
Here are five key learnings you’ll take away from the event:
Register to attend the free digital event, running from 3-4 December
1 – Latest meat alternative and meat market insight
Starting the day off, Steph Cullen, head of CPG at Circana, will give a detailed overview of how the plant-based meat alternative market is performing, what’s selling and what’s not selling so well.
Cullen will also delve into wider protein trends, looking at what’s occurring in ‘real’ meat and what trajectory the two markets are on.
2 – How to dominate the alternative meat market
The original mass-market meat alternative, Quorn, has not only stood the test of time on international supermarket shelves, but it has also evolved as times and tastes have changed.
Quorn arguably began to hit its stride in the run up to the decade as more consumers turned to meat alternatives.
What it takes to remain a big name in a growing market is one of the key questions answered by Quorn.
3 – What did alt meat brands do to stay relevant in a market downturn?
While the decline in alt meat sales might be in reverse, vital lessons have been learned from those continueing to thrive.
Protein Vision’s panel of meat alternative experts – from leading global brands – will take to the virtual stage to give their insight on how their businesses pivoted and why others didn’t do enough.
4 – What do consumers want from plant-based?
Despite market consolidation, multiple meat alternative brands and options remain on shelf, but what do consumers really want to see?
By dissecting our top brands’ innovation and NPD strategies, Protein Vision will get under the skin of what plant-based consumers are buying into.
We’ll also narrow in on the data to pinpoint where the trends are and ask our experts how they would pivot towards them.
5 – How to market alternative meat
It’s one of the biggest parts of the battle, yet perhaps the least explored. Getting the marketing of a brand right is key to attracting a consumer base and growing.
Bella Ali-Khan, senior strategist at specialist plant-based marketing house Catch a Fire Agency, will feed her insight into what went wrong, why things are going well now and how the sector can focus on getting ahead through clever marketing strategies.
