Meat or non-meat?

At least according to the manufacturers of meat alternatives, the difference between the two products is no longer recognizable at first glance - or bite.

And even if self-confessed meat lovers may see things differently: More and more consumers are turning to alternative products made from soy, peas or lupins.

Because the market leader for meat alternatives, Rügenwalder Mühle, increased sales last year.

The company from Bad Zwischenahn achieved a total of 263.3 million euros.

This corresponds to an increase of 12.7 percent compared to the previous year.

The company announced this on Monday.

Stefanie Diemand

Editor in Business.

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But this year is quite special: It is the first year in which the company sells more vegan and vegetarian products than meat products.

"We are pleased that we continue to grow, especially in the area of ​​meat alternatives," says Michael Hähnel, Managing Director of Rügenwalder Mühle.

In 2020 he moved from the Supervisory Board to the head of the company.

With the vegetarian and vegan range, the manufacturer is considered a pioneer in Germany.

The food producer has had meat alternatives in its range since 2014.

Increasing costs

Overall, Rügenwalder Mühle increased sales in the vegetarian and vegan segment by 42 percent.

The product category thus grew faster than the overall market, where sales growth was 33.2 percent according to market researcher IRI.

Sales of meat products fell by 1.9 percent.

However, it performed better than the overall market, where it shrank by 3.9 percent.

The plans of the food producer show that meat alternatives will also become increasingly important in the future.

Because the Rügenwalder Mühle wants to continue growing this year, the company is expanding its capacities: In May, the company took over a plant with 8000 square meters in Goldenstedt in the Vechta district.

Mainly meat alternatives are to be produced there.

"Last year we made it clear that we wanted to expand our capacities as quickly as possible and we started with a new location in Wilhelmshaven," says von Hähnel.

This is necessary in order to continue growing in the meat-free segment.

However, the company also announces price increases.

Due to the "current challenges in the raw materials and energy sector", the Rügenwalder Mühle must continue to convince consumers "despite inflation and rising prices", says Hähnel.

Despite the challenging market, he still expects increasing demand in the vegetarian and vegan segment.