Позитивные изменения. Том 2, № 1 (2022). Positive changes. Volume 2, Issue 1 (2022)

In Germany, Austria, Switzerland, Belgium, France, Portugal, and Denmark, the number of people who deliberately reduce meat consumption is growing each year. They already make up almost a quarter of the population in these countries (22.9 %). These figures are provided from a study of nutrition in Western European countries commissioned by the Veganz website in 2020. Food preferences are distributed as follows:

• 1.9 % vegans,

• 3.1 % vegetarians,

• 2.9 % pescetarians (vegetarians who include fish and seafood in their diet),

• 22.9 % flexitarians,

• 69.1 % "omnivores”, people who eat both plant-based and animal-based products.

It is notable that the respondents chose flexitarian, vegan of vegetarian diets because they want to eat healthier food.

WHERE THERE IS DEMAND, THERE IS SUPPLY

In the West, flexitarians have been the driving force behind the demand for plant-based alternatives to meat and dairy products: plant-based milk and meat, seaweed products, plant-based seafood and fish, and insect protein products.

Companies in Russia are now trying to nurture a new generation of flexitarian consumers. At the same time, the main message that manufacturers try to convey to their customers is "Our products are created for everyone.” This is reflected in the fact that manufacturers use the word "plant-based” instead of "vegan”, place alternative products on shelves together with regular products rather than in designated vegetarian sections, include plant-based dishes in the menu of coffee houses and restaurants. Alternative products can be found in convenience stores and online grocery delivery services.

The market for plant-based alternatives to conventional food in Russia is joined by new producers almost every month. Since 2019, the number of plantbased meat producers in Russia has increased from just 3 to over 40 companies, and producers of traditional meat, dairy and fish products have also joined the race. Yuliya Marsel, co-founder of the Association of Manufacturers of Alternative Food Products and a Greenwise startup, predicts that although at the moment the Russian market of alternative food products is 5–7 years behind the US market and 3–5 years behind the European one, in a few years Russia will become one of key players in the global the race for alternative proteins.

TASTE AND PRICING

The two biggest concerns that consumers have regarding plant-based food are “too expensive” and "not tasty". Or rather used to have, because now prices for plantbased burgers, nuggets, and meatballs are on par with their traditional counterparts. For instance, in the early March 2022, burger patties made of meat alternative cost around 150–250 rubles per 200 grams in Yandex.Lavka, while the price of a veggie patty bagel (165g) was around 200 rubles. Experts do not rule out that in the future, alternative meat may become even more affordable than the real one.

As for the taste, blind tests show that it is often impossible to tell the difference between plant-based and animal-based products. Some people even prefer alternative food. Here is an evidence from Alexander Mironenko who manages Svetloye Kafe, a chain of coffee houses in Saint Petersburg: "I know a guy who would regularly, for several months, buy a coffee and a hotdog in one of our cafés. When he learnt that the sausage was made of plant-based meat, he was very surprised. People are often unaware that vegetarians have a lot of tasty food".

OUTLOOK

In Russia, no more than 5 % of those who chose healthy lifestyles opt for a vegetarian or vegan diet. However, this does not mean that the prospects of alternative meat in our country are somehow dented.

"Global experience shows that plant-based meat often becomes an incremental category for buyers: many people do not stop buying animal products altogether, but rather reduce their consumption while adding alternative products into their baskets,” says Svetlana Bobrova, Head of Business Development at NielsenIQ.

She believes that manufacturers and retailers in Russia have an additional advantage: a seasonal opportunity to introduce their product to a significant number of people. During the Lenten season, many shoppers are more likely to try this new product category. "For example, sales of plant-based meat in March 2021 compared to February increased by 53 % in volume terms. The increase was 10 times greater than the average annual dynamics in the category,” notes Svetlana Bobrova.

Food service industry is also adjusting to fit this new trend, with more and more vegan and vegetarian cafes opening in Russia's million-plus cities Russia's million-plus cities, reflecting the increasing appeal of these lifestyles. Saint Petersburg has the largest number of vegetarians in Russia, followed by Kaliningrad and Moscow, according to the results of a nationwide survey on vegetarianism conducted by an independent research firm Zoom Market in March 2019.