AHDB: Meat dishes are still popular with visitors

According to a study by the British Agriculture and Plant Development Board (AHDB), meals containing MEAT, fish and poultry (MFP) account for the majority of expenditure in the external market, and "meat-free dishes", including vegetarian and vegetable, accounts for only 15.1%, despite an annual growth of 23.1%.

Most popular dishes are still made with meat: 97% of burgers are made with meat or poultry. Nearly nine out of ten Asian dishes and 80% of Indian dishes include MFP, highlighting its importance in adding value outside the home.

And, despite the growing popularity of veganism, the January increase in meatless dishes in the out-of-home market was not recorded.

Analysis by AHDB and Kantar shows that plant-based eating can cost more – the average cost of a plant-based meal out of the home is £7.49 compared to £3.76 for pork, £5.52 for beef and £5.65 sterling for chicken. The average price for a vegetarian meal is £5.06.

Rebecca Gladman, manager of AHDB Retail Insight, said: “Against the backdrop of the cost of living, consumers will inevitably be looking for ways to save money. While vegetarian options are competitively priced, plant-based options are more expensive than pork, beef, and chicken.

“Therefore, the main risk area for the meat category in the foreign market is not meat alternatives, but rather dishes that are vegetarian in nature, such as cheese sandwiches and pizza without meat.”

One of the key differences between MFP and meatless meals in the overseas market is where they are consumed or purchased. MFPs are more commonly bought at fast food restaurants, while the popularity of veggie sandwiches means that meat-free options take up a larger share in coffee shops.

AHDB Senior Retail Analytics Manager Kim Heath said: “Without meat, coffee shops and cafes won at lunchtime. However, people are still more likely to consume MFP during their main meal, which tends to be the more expensive and larger event. For MFP to maintain its value in the overseas market, the opportunity lies in further menu innovation.”