AHDB: Meat and Dairy Thrive as Health Takes Center Stage
Source: The DairyNews
In January, consumers showed a preference for meat and dairy products, while demand for meat- and dairy-free alternatives saw a decline. This shift reflects changing food trends, with consumers opting for health-conscious choices at the start of the year.
Comparing January 2023 to January 2022, both meat-free and dairy-free products experienced poor performance. Retailers responded by focusing on health messaging rather than promoting Veganuary 2024 as a standalone occasion.
The cost-of-living crisis played a significant role in the 12.8% and 3.8% year-on-year volume decline for meat- and dairy-free products respectively. These alternatives are notably more expensive than their animal-based counterparts.
Efforts to promote meat-free products during the health-focused month saw limited success, with a slight decline in the percentage of baskets containing meat-free items compared to the previous year.
Conversely, volumes for plant-based dairy products increased during January 2024, driven by retailers' health-focused messaging. However, research indicates that only a small percentage of UK adults who attempt Veganuary continue purchasing meat-free products throughout the year.
While plant-based products may not pose a significant threat to the meat industry currently, competition from alternative staple products remains. The focus on health and nutrition presents an opportunity to promote the benefits of meat and dairy as part of a balanced diet.
Tom Price, Retail and Consumer Insight Analyst at AHDB (The Agriculture and Horticulture Development Board UK), emphasized the importance of aligning meat and dairy promotion with consumer values, highlighting AHDB's efforts to advocate for red meat and dairy through various campaigns and research initiatives.
"AHDB continue to promote red meat and dairy as part of a healthy, balanced diet in our Let’s Eat Balanced and Love Pork campaigns, and our recent meat labelling research highlights the consumer desire to see meal inspiration, both on-pack and in-store, to give them confidence in their cooking.”
The cost-of-living crisis played a significant role in the 12.8% and 3.8% year-on-year volume decline for meat- and dairy-free products respectively. These alternatives are notably more expensive than their animal-based counterparts.
Efforts to promote meat-free products during the health-focused month saw limited success, with a slight decline in the percentage of baskets containing meat-free items compared to the previous year.
Conversely, volumes for plant-based dairy products increased during January 2024, driven by retailers' health-focused messaging. However, research indicates that only a small percentage of UK adults who attempt Veganuary continue purchasing meat-free products throughout the year.
While plant-based products may not pose a significant threat to the meat industry currently, competition from alternative staple products remains. The focus on health and nutrition presents an opportunity to promote the benefits of meat and dairy as part of a balanced diet.
Tom Price, Retail and Consumer Insight Analyst at AHDB (The Agriculture and Horticulture Development Board UK), emphasized the importance of aligning meat and dairy promotion with consumer values, highlighting AHDB's efforts to advocate for red meat and dairy through various campaigns and research initiatives.
"AHDB continue to promote red meat and dairy as part of a healthy, balanced diet in our Let’s Eat Balanced and Love Pork campaigns, and our recent meat labelling research highlights the consumer desire to see meal inspiration, both on-pack and in-store, to give them confidence in their cooking.”
