Flexitarians: top marketing trend of 2011 »
Some 47 percent of Americans are trying to reduce meat consumption. That’s the flexitarian (flexible vegetarian) trend that the MorningStar Farms division of Kellogg (K) has latched onto.
In March, it will roll out its first complete soy-based breakfast entrees: Sausage, Egg & Cheese Biscuits and Bacon, Egg & Cheese Biscuits… The target: Boomer women, says Cathy Schneck, vice president of marketing at Kellogg Frozen Foods. Some 75 percent of its customers eat some kind of meat—but just want to eat less.
I thought maybe “complete soy-based” meant the new Morning Star products would have vegan cheese, etc. but I checked and the stuff is already out and totally cow. Dang it, Morningstar! They get on my last nerve. But they do seem to have a lot more vegan products than I remember. I want their Chik Patties to be vegan! I used to love those in my teens.
So I didn’t know 47 percent of Americans are trying to eat less meat, that’s a lot! And I didn’t know that meat-eaters bought so much fake meat; didn’t they all used to be terrified of meat substitutes? I have seen this in “boomer women” myself, actually; my mom and her friends definitely rock the meat substitutes. She loves her veggie burgers!
Some recent commenters have declaimed against championing anything short of veganism, but I see things like this as great news. It’s part of the whole vegan-as-mainstream trend—and when I say trend, I don’t mean “fad.” In most of the last century, vegetarians were looked on as total freaks, and now they are totally normal. There’s been a consistent upswing in vegetarianism since the ’90s. That could be us! We are the vegetarians of the 21st century! This is a good trend.
[I was tipped off about this article by Meatless Monday’s twitter feed. You should follow it; they are cutesy, I’m into it.]