Note: This report includes forecasting data that is based on baseline historical data.
Market snapshot
Motivated by consumers' increasing health, sustainability/environmental and animal welfare concerns, plant-based eating, consumption of alternative proteins, and the move away from animal-derived food products are continuing to grow in the markets like Canada and the United States.
In 2021, retail sales of plant-based (free from meat) ready meals in Canada were valued at $US19.1 million, representing a share of 17.4% of total free from ready meals sales. From 2017 to 2021, sales of plant-based ready meals recorded a compound annual growth rate (CAGR) of 441.8%. During the 2022-2026 period, sales of plant-based ready meals is forecast to record a CAGR of 502.8%, reaching US$31.8 million in 2026.
In 2021, retail sales of plant-based ready meals in the United States were valued at $US633.4 million, representing a share of 66.9% of total free from ready meals sales. From 2017 to 2021, sales of plant-based ready meals recorded a CAGR of 11.7%. During the 2022-2026 period, sales of plant-based ready meals is forecast to record a CAGR of 8.2%, reaching US$976.7 million in 2026.
According to data from Mintel, 36 plant-based meals were launched in Canada between 2017 and 2021. Prepared meals, pizzas and meal kits were top categories of newly released plant-based meals launches while plant based, vegan/no animal ingredients and low/no/reduced allergen were top claims associated with plant-based meals released during the prescribed period. Daiya foods, Copper branch and Boosh food were the three companies with the most launches in the past five years.
According to data from Mintel, 190 plant-based meals were launched in the United States between 2017 and 2021. Prepared meals, sandwiches/wraps and meal kits were top categories of newly released plant-based meals launches while plant based, vegan/no animal ingredients and low/no/reduced allergen were top claims associated with plant-based meals released during the prescribed period. Urban Remedy, Tattooed Chef and Daiya Foods were the three companies with the most launches in the past five years.
Retail sales
Motivated by consumers' increasing health, sustainability/environmental and animal welfare concerns, plant-based eating, consumption of alternative proteins, and the move away from animal-derived food products are continuing to grow in the markets like Canada and the United States. According to Euromonitor International, while the number of vegan or vegetarian consumers is small worldwide, the number who are trying to limit their animal product consumption is much more significant for meat that has now reached 22.5% globally. It is these flexitarian consumers who have been driving the shift from animal towards plant. There is also a clear age dimension here, as younger adults are generally more likely to be eschewing animal-based food (Euromonitor International, 2021). As patent activity in plant-based food and drink continues to grow around the world, innovators are actively developing more sophisticated meat substitutes, be it through ever more complex meat-like products, or increasing realism in appearance, texture, or cooking experience (Mintel, 2021).
In 2021, retail sales of plant-based (free from meat) ready meals in Canada were valued at $US19.1 million, representing a share of 17.4% of total free from ready meals sales. From 2017 to 2021, sales of plant-based ready meals recorded a CAGR of 441.8%. As the COVID-19 uncertainty is set to remain at large, retail sales of plant-based meals will continue to experience positive growth over the next five years. During the 2022-2026 period, sales of plant-based ready meals is forecast to record a CAGR of 502.8%, reaching US$31.8 million in 2026.
| Category | 2017 | 2021 | CAGR* % 2017-2021 | 2022 | 2026 | CAGR* % 2022-2026 |
|---|---|---|---|---|---|---|
| Free from meat[1] soy-based ready meals | 14.1 | 19.1 | 441.8 | 21.1 | 31.8 | 502.8 |
| Free from meat[1] other ready meals | ||||||
| Free from ready meals | 82.8 | 109.5 | 429.0 | 119.6 | 169.4 | 466.6 |
|
Source: Euromonitor International, 2022 *CAGR: Compound Annual Growth Rate 1 Free from meat: This category includes plant-based products that are positioned as a replacement of meat-based variants. It includes products where meat has been substituted by soy, tofu, quorn (mycoprotein), non-soybeans (that is, black bean burgers), wheat gluten, etc. |
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As Canadian consumers have used to cook more since the outbreak of COVID-19 owing to lockdowns and public health measures in coping with the pandemic, meal-preparation fatigue and the desire for something interesting, new and authentic have been growing. The ready meal segment has continued to perform well in 2021, as operators have scrambled to meet the rising demand (Euromonitor International, 2021).
There are also more plant-based meals available in Canada in recent years. In August 2021, meal-kit provider Chefs Plate cooperated with Meatless Farm to offer its subscribers a new plant-based food as part of its vegetarian meal option. Meatless Farm's meat-free burgers claim to be gluten and GMO-free, rich in protein, and made with a pea-based recipe. The products are also sold through Metro Ontario and Whole Foods stores. Chefs Plate's offer of plant-based options taps into two trends that were fuelled by the COVID-19 pandemic and are set to continue: convenience; and more healthy, sustainable food options (Euromonitor International, 2021).
In 2021, retail sales of plant-based ready meals in the United States were valued at $US633.4 million, representing a share of 66.9% of total free from ready meals sales. From 2017 to 2021, sales of plant-based ready meals recorded a CAGR of 11.7%. During the 2022-2026 period, sales of plant-based ready meals is forecast to record a CAGR of 8.2%, reaching US$976.7 million in 2026.
| Category | 2017 | 2021 | CAGR* % 2017-2021 | 2022 | 2026 | CAGR* % 2022-2026 |
|---|---|---|---|---|---|---|
| Free from meat[1] soy-based ready meals | 192.8 | 254.1 | 7.1 | 275.7 | 345.4 | 5.8 |
| Free from meat[1] other ready meals | 214.6 | 379.3 | 15.3 | 437.2 | 631.3 | 9.6 |
| Free from ready meals | 613.7 | 946.5 | 11.4 | 1,055.1 | 1,423.1 | 7.8 |
|
Source: Euromonitor International, 2022 *CAGR: Compound Annual Growth Rate 1: This category includes plant-based products that are positioned as a replacement of meat-based variants. It includes products where meat has been substituted by soy, tofu, quorn (mycoprotein), non-soybeans (that is, black bean burgers), wheat gluten, etc. |
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Plant-based meal continues to gain market share as processed meat producers face criticisms in the United States during the COVID-19 outbreak. However, free from meat food products have had a higher price point than animal protein since their launch, building an entry barrier for consumers curious about such products but reluctant spend more on a food staple. Lowering unit prices is needed to fully drive the competiveness and popularity of these products.
Euromonitor International surveys indicate that US consumers who follow a plant-based diet primarily do so for health reasons rather than for environmental concerns or for animal welfare (Euromonitor International, 2022). This creates a vulnerability for free from meat products, because they are up against strong interest in clean labels and easy-to-understand ingredients lists. The traditional meat industries have realized this and have focused their attacks on this aspect of their plant-based rivals ( Euromonitor International, 2022).
New product launches in Canada
According to data from Mintel, 36 plant-based meals were launched in Canada between 2017 and 2021. Prepared meals, pizzas and meal kits were top categories of newly released plant-based meals launches while plant based, vegan/no animal ingredients and low/no/reduced allergen were top claims associated with plant-based meals released during the prescribed period. Daiya foods, Copper branch and Boosh food were the three companies with the most launches in the past five years.
| Product attributes | Yearly launch count | ||||
|---|---|---|---|---|---|
| 2017 | 2018 | 2019 | 2020 | 2021 | |
| Yearly product launches | 0 | 0 | 5 | 8 | 23 |
| Top five categories | |||||
| Prepared meals | 0 | 0 | 0 | 1 | 13 |
| Pizzas | 0 | 0 | 0 | 4 | 3 |
| Meal kits | 0 | 0 | 2 | 0 | 4 |
| Sandwiches/wraps | 0 | 0 | 2 | 1 | 0 |
| Instant rice | 0 | 0 | 0 | 2 | 0 |
| Top five claims | |||||
| Plant based | 0 | 0 | 5 | 8 | 23 |
| Vegan/no animal ingredients | 0 | 0 | 4 | 6 | 16 |
| Low/no/reduced allergen | 0 | 0 | 4 | 3 | 17 |
| GMO free | 0 | 0 | 2 | 6 | 15 |
| Gluten free | 0 | 0 | 4 | 3 | 16 |
| Top five price groups (US dollars) | |||||
| 3.75 - 4.74 | 0 | 0 | 5 | 1 | 4 |
| 5.75 - 6.74 | 0 | 0 | 0 | 1 | 6 |
| 2.75 - 3.74 | 0 | 0 | 0 | 3 | 3 |
| 4.75 - 5.74 | 0 | 0 | 0 | 0 | 4 |
| 6.75 - 10.00 | 0 | 0 | 0 | 2 | 1 |
| Top five launch types | |||||
| New product | 0 | 0 | 2 | 2 | 13 |
| New variety/range extension | 0 | 0 | 1 | 5 | 3 |
| New packaging | 0 | 0 | 2 | 0 | 4 |
| Relaunch | 0 | 0 | 0 | 1 | 3 |
| New formulation | 2 | 1 | 2 | 0 | 0 |
| Top five flavours (including blend) | |||||
| Vegetable | 0 | 0 | 0 | 1 | 1 |
| Cheese | 0 | 0 | 0 | 0 | 2 |
| Cheese (cheddar) | 0 | 0 | 1 | 0 | 1 |
| Coconut and curry and cauliflower | 0 | 0 | 0 | 0 | 1 |
| Quinoa and bean (black) and sweet potato/kumara | 0 | 0 | 1 | 0 | 0 |
| Top five companies | |||||
| Daiya foods | 0 | 0 | 4 | 1 | 5 |
| Copper branch | 0 | 0 | 0 | 0 | 3 |
| Boosh food | 0 | 0 | 0 | 0 | 3 |
| Wholly veggie | 0 | 0 | 0 | 0 | 3 |
| Bonduelle | 0 | 0 | 0 | 1 | 2 |
| Source: Mintel Global New Products Database, 2022 | |||||
Product examples
Plant Based Cauliflower & Chickpea Pie
Source: Mintel, 2022
| Company | Loblaws |
|---|---|
| Brand | PC President's Choice |
| Category | Pastry dishes |
| Store name | Provigo |
| Store type | Supermarket |
| Date published | January 2022 |
| Launch type | New variety / range extension |
| Price in local currency | Can$9.99 |
| Price in US dollars | 7.96 |
PC President's Choice Plant Based Cauliflower & Chickpea Pie is described as elegant savoury pie bar, generously filled with cauliflower, chickpeas, tomatoes, kale and onions in a subtly mild spiced curry sauce with notes with turmeric, garlic and ginger, and wrapped in a flaky plant-based pastry. The quick and easy product is free from artificial flavours and synthetic colours, and retails in a 650 gram pack made from 100% recycled paperboard and minimum 35% post-consumer content, and bearing the VegeCert logo and preparation instructions.
Plant-Based Cheeze Lover's Thin Crust Gluten-Free Pizza
Source: Mintel, 2022
| Company | Daiya Foods |
|---|---|
| Brand | Daiya |
| Category | Pizzas |
| Store name | IGA |
| Store type | Supermarket |
| Date published | December 2021 |
| Launch type | Relaunch |
| Price in local currency | Can$10.49 |
| Price in US dollars | 8.17 |
Daiya Plant-Based Cheeze Lover's Thin Crust Gluten-Free Pizza has been relaunched with a new pack design, and a new improved recipe that features the brand's premium Cutting Board Plant-Based Cheeze Shreds, said to melt and stretch just like dairy. The vegan, plant-based product features mozza and cheddar flavoured shreds, is free from GMO, dairy, soy and gluten, and is a high source of fibre. It retails in a 444 gram recyclable pack featuring baking instructions and the Non GMO Project Verified logo.
Seoul Bibimbap Bowl
Source: Mintel, 2022
| Company | Copper Branch |
|---|---|
| Brand | Copper Branch |
| Category | Prepared meals |
| Store name | IGA |
| Store type | Supermarket |
| Date published | December 2021 |
| Launch type | New product |
| Price in local currency | Can$7.99 |
| Price in US dollars | 6.22 |
Copper Branch Seoul Bibimbap Bowl is described as a whole wheat pasta-based entrée with Korean-based fragrant curry sauce, protein strips and selected vegetables. This slightly spicy and savoury context product is described as a chef inspired frozen meal that is 100% plant-based and a source of fiber. It provides 33 grams protein, is ready in five minutes, and is said to be responsibly made. The microwaveable Seoul bibimbap bowl is free from artificial flavours and preservative, and retails in a 100% recyclable 400 gram eco-pack that is sustainably sourced and is made with recycled materials and featuring the Proudly Canadian logo and heating instructions. The manufacturer states to serve the communities quality, plant-based, healthy, and sustainable great tasting food.
Rotini in Alfredo-Style Sauce
Source: Mintel, 2022
| Company | Bonduelle |
|---|---|
| Brand | Bonduelle Veggie Made Pasta |
| Category | Instant Pasta |
| Store name | Provigo |
| Store type | Supermarket |
| Date published | October 2021 |
| Launch type | New variety / range extension |
| Price in local currency | Can$5.99 |
| Price in US dollars | 4.73 |
Bonduelle Veggie Made Pasta Rotini in Alfredo-Style Sauce is described as a very high source of dietary fibre providing 13 grams of plant-based protein, and is made of 100% yellow peas and cauliflower. The microwavable and gluten-free product has been made
Meat-Free Chick'n Slider Mini Burgers
Source: Mintel, 2022
| Company | Boulder Brands |
|---|---|
| Brand | Gardein |
| Category | Sandwiches / wraps |
| Location of manufacture | United States |
| Import status | Imported product |
| Store name | Provigo |
| Store type | Supermarket |
| Date published | February 2020 |
| Product source | Shopper |
| Launch type | New variety / range extension |
| Price in local currency | Can$4.99 |
| Price in US dollars | 3.80 |
Gardein Meat-Free Chick'n Slider Mini Burgers are now available. This vegan and crispy product is made with plant protein, is an excellent source of vitamin B12, is ready in two minutes and is GMO-free. It is suitable for microwaving and retails in a 320 gram pack, containing four sliders and buns, and featuring the Facebook, Twitter, Pinterest, Instagram and YouTube logos.
New product launches in the United States
According to data from Mintel, 190 plant-based meals were launched in the United States between 2017 and 2021. Prepared meals, sandwiches/wraps and meal kits were top categories of newly released plant-based meals launches while plant based, vegan/no animal ingredients and low/no/reduced allergen were top claims associated with plant-based meals released during the prescribed period. Urban Remedy, Tattooed Chef and Daiya Foods were the three companies with the most launches in the past five years.
A survey conducted by Mintel suggests that some 40% of meat substitute consumers in the United States say that convenience is more important than ingredients when shopping for plant-based proteins. This illustrates the importance of offering formats that can be prepared quickly and simply (Mintel, 2021). As such, launches with microwaveable and ease of use claims aim to simplify preparation is increased in the past years.
| Product attributes | Yearly launch count | ||||
|---|---|---|---|---|---|
| 2017 | 2018 | 2019 | 2020 | 2021 | |
| Yearly product launches | 10 | 29 | 38 | 48 | 65 |
| Top five categories | |||||
| Prepared meals | 3 | 10 | 12 | 16 | 39 |
| Sandwiches/wraps | 2 | 1 | 4 | 16 | 4 |
| Meal kits | 3 | 4 | 8 | 6 | 6 |
| Salads | 2 | 13 | 7 | 0 | 3 |
| Pizzas | 0 | 1 | 7 | 7 | 5 |
| Top five claims | |||||
| Plant based | 10 | 29 | 38 | 48 | 65 |
| Vegan/no animal ingredients | 10 | 20 | 29 | 33 | 45 |
| Low/no/reduced allergen | 8 | 24 | 31 | 27 | 30 |
| Microwaveable | 5 | 10 | 23 | 34 | 45 |
| GMO free | 10 | 15 | 25 | 22 | 39 |
| Top five price groups (US dollars) | |||||
| 1.00 - 4.99 | 5 | 17 | 14 | 19 | 36 |
| 5.00 - 8.99 | 0 | 4 | 13 | 14 | 22 |
| 9.00 - 12.99 | 5 | 8 | 8 | 10 | 4 |
| 13.00 - 16.99 | 0 | 0 | 3 | 2 | 2 |
| 17.00 - 24.00 | 0 | 0 | 0 | 2 | 0 |
| Top five launch types | |||||
| New variety/range extension | 0 | 21 | 15 | 26 | 30 |
| New product | 8 | 3 | 18 | 10 | 26 |
| Relaunch | 2 | 4 | 0 | 7 | 4 |
| New packaging | 0 | 0 | 3 | 5 | 5 |
| New formulation | 0 | 1 | 2 | 0 | 0 |
| Top five flavours (including blend) | |||||
| Burrito | 0 | 0 | 2 | 0 | 2 |
| Pepperoni | 1 | 0 | 1 | 1 | 0 |
| SouthWest | 0 | 3 | 0 | 0 | 0 |
| Supreme | 0 | 0 | 2 | 1 | 0 |
| Cauliflower and mac and cheese / macaroni and cheese | 0 | 0 | 1 | 1 | 1 |
| Top five companies | |||||
| Urban Remedy | 5 | 8 | 8 | 1 | 0 |
| Tattooed Chef | 0 | 0 | 0 | 3 | 7 |
| Daiya Foods | 0 | 0 | 1 | 5 | 3 |
| Alpha Foods | 0 | 0 | 8 | 0 | 0 |
| Sweet Earth | 0 | 0 | 0 | 6 | 2 |
| Source: Mintel Global New Products Database, 2022 | |||||
Product exemples
Plant Based Burrito Bowl
Source: Mintel, 2022
| Company | Tattooed Chef |
|---|---|
| Brand | Tattooed Chef |
| Category | Prepared meals |
| Store name | Target |
| Store type | Mass merchandise / hypermarket |
| Date published | November 2021 |
| Launch type | New variety / range extension |
| Price in local currency | $4.29 |
Tattooed Chef Plant Based Burrito Bowl is now available. This vegan, microwaveable product features cilantro rice mixed with riced cauliflower, plant based beef, roasted corn and black beans tossed in a jalapeno crema. It is free of gluten, provides 15 grams of protein and retails in a 8.5-ounce pack bearing the Facebook, Spotify, Instagram and Twitter logos.
Consumer Sentiment: 35% of consumers in our panel responded that they likely or definitely would buy this product, under-performing its subcategory.
Protein Lover's Breakfast
Source: Mintel, 2022
| Company | Sweet Earth |
|---|---|
| Brand | Sweet Earth |
| Category | Prepared meals |
| Store name | Giant Eagle |
| Store type | Supermarket |
| Date published | October 2021 |
| Launch type | New variety / range extension |
| Price in local currency | $4.99 |
Sweet Earth Protein Lover's Breakfast is now available. The vegetarian all-American style breakfast is said to be crafted with carefully selected wholesome ingredients including cage-free eggs, potatoes, plant-based sausage, plant-based bacon scramble, spinach, and cheddar cheese, and provides 20 grams of protein per serving, 3 grams of fiber, and a good source of iron. The microwavable meal can be ready in minutes, and retails in a 7.5-ounce recyclable pack featuring cooking instructions.
Consumer Sentiment: 38% of consumers in our panel responded that they likely or definitely would buy this product, outperforming its subcategory.
Deluxe Alfredo Style Pasta
Source: Mintel, 2022
| Company | Daiya Foods |
|---|---|
| Brand | Daiya Cheezy Mac |
| Category | Meal kits |
| Location of manufacture | Canada |
| Import status | Imported product |
| Store name | Target |
| Store type | Mass merchandise / hypermarket |
| Date published | February 2021 |
| Launch type | New packaging |
| Price in local currency | $4.19 |
Daiya Cheezy Mac Deluxe Alfredo Style Pasta has been repackaged and now retails in a redesigned 10.6-ounce recyclable pack featuring cooking instructions and the Non-GMO Project Verified logo. This plant based product includes a rich alfredo style sauce, said to feature a creamy flavor with a subtle herb twist, and is tossed with brown rice pasta. It is vegan friendly, is kosher certified, provides 4 gram protein per serving, is said to be a good source of calcium per serving and is free from dairy, soy and gluten.
Consumer Sentiment: 39% of consumers in our panel responded that they likely or definitely would buy this product, outperforming its subcategory.
Mexicali Burrito
Source: Mintel, 2022
| Company | Alpha Foods |
|---|---|
| Brand | Alpha Foods |
| Category | Sandwiches / wraps |
| Store name | Walmart |
| Store type | Mass merchandise / hypermarket |
| Date published | November 2019 |
| Launch type | New product |
| Price in local currency | $2.64 |
Alpha Foods Mexicali Burrito is described as a plant-based convenience, loaded with protein, veggies ad a variety of perfect seasoning blends all packed into a fluffy tortilla shell and hand rolled. This 100% plant-based, vegan grab-and-go burrito is made with savory, beef-style crumble, dairy-free cheddar cheese and caramelized onions in a zesty taco sauce. The microwavable, non-GMO product provides 11 grams protein and retails in a 5-ounce pack, featuring the Instagram, Facebook and Twitter logos and heating instructions.
Consumer Sentiment: 37% of consumers in our panel responded that they likely or definitely would buy this product, outperforming its subcategory.
Macro Bowl
Source: Mintel, 2022
| Company | Urban Remedy |
|---|---|
| Brand | Urban Remedy |
| Category | Salads |
| Store name | Costco |
| Store type | Club store |
| Date published | October 2019 |
| Launch type | New packaging |
| Price in local currency | $13.99 |
Urban Remedy Macro Bowl is now available in a newly designed 24.2-ounce recyclable pack made of recycled paper and plastic containing two 12.1-ounce bowls and bearing the USDA organic logo. This product is described as hearty and packed with protein, kale, beet, sweet potato, pumpkin seeds and cumin chickpea on quinoa with tahini dressing. The gluten-free, non-GMO, vegan, dairy-free product can be eaten cold or warmed in the pan. The founder of the company is said to utilize the wisdom of Chinese medicine to craft healing plant-based food that nourishes the body to naturally lower inflammation.
Consumer Sentiment: 29% of consumers in our panel responded that they likely or definitely would buy this product, under-performing its subcategory.
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Resources
- Euromonitor International, June 2021, Plant-based Eating and Alternative Proteins
- Euromonitor International, August 2021, Megatrends in Canada
- Euromonitor International, December 2021, Ready Meals in Canada
- Euromonitor International, January 2022, Free From in the US
- Mintel Global New Products Database, 2022
- Mintel, October 2021, Patent insights: plant protein ingredients
- Mintel, September 2021, A year of innovation in meat substitutes and eggs, 2021
Customized Report Services – Plant-based ready meals in Canada and in the United States
Global Analysis Report
Prepared by: Zhiduo Wang, Market Analyst
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