turtl-story-nielsen-media-insights-the-german-market-for-plant-based-milk-and-meat-alternatives (1) comments Tracey

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Click here or press enter for the accessibility optimised version Draft The milk and meat alternatives category has seen double digit growth in Germany
Plant-based milk and meat alternatives is one of the categories that has experienced accelerated growth in the past few years, both in terms of consumption and when it comes to advertising investment. While the proportion of Germans that are vegans (1%) or vegetarians (5%) has remained constant for several years, 55% of German adults now consider themselves flexitarians 1 , adopting a primarily vegetarian diet though occasionally eating meat / fish products as well. It‘s this large target group that a lot of recent innovation in plant-based milk and meat alternatives aims to attract and likely the segment has been a key driving force behind the growing category adoption: • The plant-based milk and meat alternatives category saw high and constant growth already prepandemic: cheese alternatives grew by 31%, oats-based milk alternatives by 66%, plant-based yogurt alternatives by 36%, while sales of yogurt alternatives from other sources besides soy increased by 122% (2019 vs. 2018) 2 • The market for vegetarian / vegan meat alternatives grew by 80% in 2020 vs. 2019, vegetarian semi prepared foods by 76% and vegetarian minced meat alternatives by 126% in the first half of 2020 compared to same period in the previous year 2 The category growth is matched by a similar growth in media investment in the plant-based milk and meat alternatives category: Between 2010 and 2020 the number of advertisers grew 9,5 times and the investment 9,8 times. • A shift is noticeable in terms of main subcategory advertised: between 2005 – 2014 the focus was on plant-based milk alternatives, while as of 2015 the meat alternatives sub-category dominates in terms of media investment. • Rügenwalder Mühle played a key role in the recent meat alternatives dominance - as of 2015 the company redirected between 90-100% of its advertising budget to either advertising its vegan and vegetarian products or towards campaigns promoting the brand‘s full range of classic, bio and vegetarian products. • The 2020 growth in investment is driven by both existing players and new brands that have just started to advertise. • TV was the dominant medium, accounting for 80-90% of the spend in most years – with OOH taking 27% of the category spend in 2020 Source: Nielsen (click to zoom)
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turtl-story-nielsen-media-insights-the-german-market-for-plant-based-milk-and-meat-alternatives (1) comments Tracey

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