More and more Russians prefer analogues of meat and dairy products

The volume of world consumption of vegetable MILK at the end of last year amounted to 10.2 million in physical terms (+3.7% by 2022) and $19.1 billion in value terms (+6.3%).

“We see that today the topic of HEALTH remains important for Russians,” said Anastasia Sidorina, DIRECTOR of client relations at the Romir holding. - Against this background, the buyer's interest in plant products is growing, in particular, the audience of plant-based milk and MEAT is growing. While plant-based dairy products have already taken their niche and formed a base of loyal customers, the development of plant-based meat is only gaining momentum: buyer interest in this category is actively growing. This creates opportunities for retailers to carve out a niche in customer communication through the development of a unique range of herbal products. According to the Romir consumer panel, in the 1st quarter of 2023, compared to the 1st quarter of 2022, sales of vegetable meat increased by 95%.

Specialists of INFOLine Group specify that now the demand for herbal analogues is not only among vegetarians and people with lactose intolerance, but also among other consumers. The key aspects of choice are taste and health care  .

“We are seeing an expansion of the offer of plant-based products not only in the retail sector, but also in the catering sector,” noted Alexander Yezhov, director of the food exhibition for retail and HoReCa WorldFood Moscow 2023. “It is also worth noting that it is the catering channel is typically the consumer's first exposure to plant-based products."

Demand creates supply, and the release of herbal alternatives began to increase in CTM retail chains and marketplaces, for example: new herbal drinks were introduced into their assortment by Lenta TS and the OZON marketplace. And EFKO became the leader in the production of these products, showing a growth of 300% (the company presents soy-based drinking yoghurts, vega oil and drinks. - Ed.).

“As part of the INFOLine Bank of Novelties project, every year we identify more and more new products in the category of “vegetable taxes” from Russian producers, both by established producers (EFKO, Green Idea, Well done), and by new players,” said Svetlana Silenina, HEAD of Consumer Markets, INFOLine Group. - It is interesting that manufacturers of classic meat and dairy products also enter this category, as it was in the West. Thus, one of the largest players in the meat market, ABI Product (representing the Abi brand), expanded its range of products with a new line of Foodgital products from the Goryachaya Shtushka brand based on vegetable protein: nuggets, chebureks, cutlets. Chickpeas, peas , wheat are used as raw materials .