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Plant-Based Meat and Dairy Landscape in the Czech Republic

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Plant-Based Meat and Dairy Landscape in the Czech Republic PLANT-BASED MEAT AND DAIRY LANDSCAPE IN THE CZECH REPUBLIC Trends, products and consumer insights for 2020 CONTENT 3 Is the future in the Czech Republic plant-based? 9 Customer profile and recommendations 10 How to reach customers and what you need to be prepared for 10 3 aspects that motivate customers to consume plant alternatives 12 Plant-based alternatives to meat and meat products & sausages 12 Market overview 23 Opportunity to enter the Czech market 26 Plant-based alternatives to milk and dairy products 26 Market overview 32 Opportunity to enter the Czech market 34 Resources IS THE FUTURE IN THE CZECH REPUBLIC PLANT-BASED? Current research and finally also hard ated with. Coincidentally, it’s the healthy marketable data suggest that the trend lifestyle that is often the key motiva- of plant-based nutrition and interest in tor for growing consumer interest in it is growing on the Czech market. Hand plant-based foods. Therefore the path in hand with this trend, retailers are to plant-based eating may lead, in many expanding their offer and project this cases, through previous consumption of plant-based trend also into their pri- these leaner and lighter types of meat. vate labels. Even the HoReCa segment (Hotels, Restaurants and Cafés) is not The change is mostly driven by falling behind and it seeks to enrich the young people conventional menus with plant-based In the last years, meat consumption, options of dishes that attract not only and especially its excess, has often been vegan or vegetarian customers, but also placed in the context of health con- a wider customer group of the so-called cerns by the Czech mass media, and flexitarians. in the last couple of years the media Despite the fact that the topic of plant- emphasis on the impact of animal pro- based nutrition is not entirely unknown duction on long-term sustainability has within the society, it should be noted been significantly growing. Sustainability that Czech people are not primarily is generally a concept that resonates “pro-plant-based”. Meat consump- mainly among young people. According tion in the Czech Republic is not to a recent Ipsos survey from August declining and Czechs thus belong 2020 examining the attitude to sustain- to significantly “meat-based” na- able development goals among Czech tions. In 2018 alone, its consumption people, more than half of the popula- increased by 2.1 kg to 82.4 kg per per- tion (52%) has heard about the concept son, with poultry gaining in popularity of sustainability or sustainable develop- in the long term. The average Czech ment, most often young people (18-26 consumed about 13 kg of poultry meat years) and people with higher education in 1989, in 2018 it was already 28.4 kg. In (up to 80% of university students and addition to the lower price, the interest graduates know the concept of sustain- in chicken meat is also driven by the ability). growing interest in a healthy lifestyle, To reduce the impact on climate which the consumption of less fatty, change, Czech people see a solution, for usually so-called “white meat” is associ- example, in buying local products. But PLANT-BASED MEAT AND DAIRY LANDSCAPE IN THE CZECH REPUBLIC | 2020 3 in general, they do not want to change of sustainable foods, a good value for their habits too much, especially when money, as well as better information to it comes to their eating habits, such bring them closer to a more sustainable as having to restrict meat or milk con- eating lifestyle. In the Czech Republic, sumption. The youngest generation the willingness of consumers to eat is again the one in favour of private more plant-based products is not so restrictions and cut-downs if needed. great, but the trend is obvious - more While 33% of research respondents than a quarter (28%) of Czech people are willing to eat less meat or re- declare their intention to consume place it with alternatives in some more plant-based products at the ex- meals, in the 18-26 years age group pense of animal products, according to this willingness grows to 42%. Cer- the Ipsos survey from June 2020. tainly unwilling or very unlikely to con- sider a change in their behaviour are 49% of respondents, out of which 57% MORE THAN 28% OF are men. CZECHS DECLARE Even fewer responders are willing to re- duce or replace dairy products with the THEIR INTENTION alternatives, it is not even a third (30%), TO CONSUME MORE while 56% do not plan any similar change in their behavior at all. However, PLANT-BASED it is possible that with the expansion of PRODUCTS alternatives to meat and dairy prod- ucts, offering not only value in form of a nutritionally balanced meal, but also Motivation for change being an excellent taste, the opinion of these mainly health respondents will change. The decision on what the customer eventually puts A survey conducted by the Skála and into their shopping cart is influenced by Šulc Agency for the Institute of Agri- a very wide range of factors. cultural Economics and Information in July 2020 shows that as many as 20% Let us also look at a survey by the Eu- of consumers expect a reduction in the ropean Consumer Organization (BEUC) consumption of meat and meat prod- from June 2020, which shows that two ucts in the future. At the same time, thirds of consumers across Europe are only a small part of consumers want to willing to change their eating habits and, reduce this consumption for financial in general, are aware of their impact reasons (while meat is one of the most on the environment. However, in order important items in food spending). The to do so, they need an easier choice main reason for the planned change PLANT-BASED MEAT AND DAIRY LANDSCAPE IN THE CZECH REPUBLIC | 2020 4 is the desire for a healthier lifestyle - Almost half of them consider the menus 68% of those who want to reduce their in restaurants to be insufficient and meat consumption stated health as the 32% would reduce their meat consump- reason. It is possible that the current tion if restaurants offered more vegan coronavirus pandemic increases the meals. There is currently no educational sensitivity to health issues in general. programme for chefs where they could And there is also a generational shift: a learn to cook modern plant-based dish- total of 27% of respondents in the es. The Czech Vegan Society aims to survey of the above mentioned change this, organizing a competition Skála and Šulc Agency want to re- for the most delicious plant-based dish duce their meat consumption due of the year in cooperation with the to environmental responsibility, Makro Academy and the Association of but in the youngest generation Z it Chefs and Confectioners of the Czech is even 50%. Significant changes have Republic. According to the Association, been kick-started in the society and high quality plant-based meals should they will affect entire generations and be on every restaurant’s menu, whether bring transformation for retailers and for reasons of sustainability, health or manufacturers. various food intolerances. HappyCow, the global web and app- Blissful situation in Prague based travel guide providing an up- In the last years, not only has the offer to-date overview of restaurants, cafés of vegetarian and vegan restaurants and and food stores where it is possible to cafés increased in the Czech Republic, find plant-based meals, evenranked but the possibility of eating plant-based Prague in 2020 in the TOP 10 cities meals in classic restaurants has also in the world where plant nutrition significantly expanded. While previously thrives. In the overall TOP 10, Prague fried cheese or fried mushrooms were occupies the last place, but in the con- usually the only vegetarian dish on offer, text of Europe, it was surpassed only by today the menu options are much more London (1st place), Berlin (3rd place) varied. and Warsaw (6th place). According to the STEM / MARK agen- Fast food chains in Czech Republic are cy, which surveyed Czech society’s somehow more hesitant when it comes attitudes towards vegan food for the to plant-based supply. McDonald’s has Czech Vegan Society in March 2020, 11% not yet launched a plant alternative to of respondents prefer vegan meals in its burgers, although it is already adapt- restaurants and 2/3 of respondents do ing to various trends. Gradually, it has not prefer these dishes, but also do not included, for example, a gluten-free bun completely reject them. to its menu, and it also offers custom- PLANT-BASED MEAT AND DAIRY LANDSCAPE IN THE CZECH REPUBLIC | 2020 5 ers coffee with soy milk. However, the ample, in June 2020, it launched some company is currently looking for a suit- ready-made meals by the Lunter brand, able option for a plant-based dish. Burg- later completed with a vegan option of er King launched a plant-based meat mayonnaise and tartar sauce. Accord- burger substitute in November 2019, ing to the company’s representa- but it is not intended for vegetarian and tives, sales of plant-based products vegan customers. The burger is being are increasing by units of percents prepared on the same grill as meat every year, which, however, is also burgers, so these burgers are targeted related to the increase of the sup- mainly at flexitarians. ply. The future of vegan and vegetarian Plant-based and alternative product restaurants (and not only those) will supply is also thriving at Lidl, which in- now depend a lot on the further de- cludes vegan and vegetarian products in velopment of the COVID-19 pandemic, its permanent offer.
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