Analyst Insight by Damian Shore - Contributing Analyst
Increased interest in vegetarian and vegan diets, particularly among younger consumers, combined with the growing popularity of urban gardening and (to a lesser extent) the trend towards pet humanisation, suggests there is some potential in this area.
In April 2013, W Neudorff GmbH, which is based in the town of Emmerthal in Lower Saxony and specialises in “environmentally friendly gardening products,” launched Azet Veggie Fertiliser. It utilises 100% plant-based raw materials and thus contains no animal by-products. W Neudorff GmbH accounted for 2% of value sales in the German fertiliser market during 2013, according to Euromonitor International interim figures.
The product targets vegan organic food production, which avoids using any animal inputs and instead relies on the use of green manures to add fertility to the soil. For its proponents, this avoids harming animals, in addition to reducing the environmental impact of livestock farming.
Vegetarianism Growing in Popularity, Particularly Among the Young
According to Euromonitor International’s Annual Survey 2011, which covered 16-65-year-olds living in eight countries (the US, Brazil, the UK, France, Germany, India, China, and Japan), 16% of consumers followed a limited-meat diet, with 3% vegetarian and 2% vegan. Periodic food scares, such as recurring dioxin contamination incidents and the BSE crisis of the 1980s, have caused spikes in vegetarianism over the years, and the horsemeat scandal that broke in Western Europe during early 2013 may have had a similar impact. For the moment, limited-meat diets remain significantly more commonplace in emerging markets than in developed ones.