How plant-based brand Moving Mountains plans to win over meat eaters
Plant-based meat alternative brand Moving Mountains is targeting more mainstream consumers for growth, believing it can win them over through its taste and sustainability credentials.
Plant-based meat alternatives have grown rapidly in popularity over recent years. According to estimates from GlobalData, the UK meat-substitutes category was worth $713m (£591m) in retail in 2021, and is expected to reach $1.01bn (£838m) by 2026.
It’s no wonder, when looking at the growing number of vegans and vegetarians in the UK population. As of January 2022, YouGov estimated 2-3% of the population are now vegan, with 63% stating they had started in the last five years. The proportion of vegetarians stands at 5-7%.