Cecilia Ruiz, Manager Spain, Portugal & LATAM, Bord Bia – The Irish Food Board
Spain is one of the markets with the widest range of burgers leading to a consumption of 550 million burgers a year, however in the last year the category that has grown the most have been the vegan burgers (+ 25%). The Bord Bia Dietary Lifestyle study published in late autumn last year surveyed 9,000 people across five markets and confirmed that consumers are making efforts to reduce meat intake.
According to data from the new edition of the study The Green Revolution 2019 the veggie segment accounts for 9.9% of the Spanish population and has increased by 27% in the last two years. In addition, according to the same report, 35% of Spaniards have reduced or eliminated their consumption of red meat in the last year.
Initially aimed at a small target market, it’s clear that responding to the call of values such as environmentalism, sustainability, animal welfare and health (all captured in Bord Bia Consumer Lifestyles), is becoming more important to having success with the general public.
This is reflected in the support they are having in specialised foodservice: the top 20 burger chains in Spain have already included a plant-based Burger in their menus (Alimarket) and the industry has entered the game. The Dutch Company, Vegetarian Butcher, a specialised company that was acquired a year ago by Unilever, Moving Mountains, Impossible Foods, Nestlé´s Incredible Burger, Beyond Meat (“without gmos, soy, or gluten and placed in the MEAT AISLE”), that is doubtless the reference.
Spanish companies, such as, Carpisa Foods, (Vegreen) and Campofrío (Vegalia) have also responded to this opportunity …That is to say that all of the distribution channels have vegan burgers available Mercadona (Kioene), Carrefour (Garden Gourmet), Alcampo (Vegreen, Garden Gourmet), El Corte Ingles (Beyond Burger), Lidl (My best veggie – the first retail owned PL burger retailing at 2.99€), Aldi (Gut Bio)… and, of course, Amazón.
Ireland is responding to this new consumer demand with a couple of companies already offering vegan options, but looks like there is room for further innovation and more aggressive market entry plans.
Sources:
Alimarket: “A vegan in the butcher´s home”
The Bord Bia Dietary Lifestyle Study
Bord Bia Consumer Lifestyles
The Green Revolution 2019, Understanding the Veggie Wave, Lantern
EXPANSIÓN: The growth of veggie burgers