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Consumers turn to Quorn as beef prices continue to rise

Author : Meat

24 June 2013

Quorn sales are enjoying a buoyant period as consumers turn away from beef products, according to Quorn Foods’ chief executive, Kevin Brennan (pictured).

Brennan says more than half of the company’s customers are now non-vegetarian and he expects this number to rise to two thirds within the next 10 years. He cites growing health concerns and ‘dramatic’ price rises for beef as the main drivers.

"In the UK there are 500 meals a year that have meat in them,” said Brennan. “In the next 10 years it will be impossible to have that at anything like the prices you have now, given the rising demand in Asia and Latin America. There's not enough land in the planet.

"I expect beef prices could go up by 50%, it's going to be dramatic rather than marginal."
Brennan added that the horsemeat crisis pushed sales growth to as high as 20%, as consumers looked for alternatives to meat. "Our sausages are made of Quorn, herbs and spices,” he reasoned. “In other sausages you get meat and all sorts of other things. There is a group of people that are concerned about their weight and health and do something about it, and a group that don't. Behavioural change in food is really tough, but we have added around a million customers in the past year."


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