The flexitarian effect
Vegetarians still account for a fraction of the population in Western markets. But average consumers who are regularly reducing their meat intake on health, sustainability or animal welfare grounds, are on the rise. This has resulted in a doubling in meat substitute NPD in Western Europe since 2011, reported Innova.
Williams said this trend was apparent at this year’s Anuga exhibition, where there was a “huge amount of innovation” in the meat-alternative category.
“This will be a fun one to watch in the coming year,” she said.
