The appetite for plant-based products is up, according to data from UK-based researchers who found that meat consumption remained steady or even the same during a snapshot survey over the “Veganuary” (January) period, as plant-based products experienced an expected boost.

University of Surrey research finds that the UK’s craving for meat is not affected by campaigns for plant-based alternatives.

The study examined UK supermarket sales during the beginning of this year over the month-long “Veganuary” period.

Sales of plant-based products on the up
The study found that while the average weekly sales of plant-based foods increased significantly by 57%, there was no reciprocal reduction in meat sales.  

The research monitored sales of plant-based and meat products in January 2021, with figures compared to sales before and after the Veganuary campaign period in November 2020, February, and March 2021.  

“Our study suggests that while retail-led campaigns are driving increased sales of plant-based, we are not yet seeing meat replacement at scale, which is key to driving progress toward healthy, sustainable diets,” says Joanna Trewern, lead author of the study from the University of Surrey.

“Retailers have an important role in enabling the adoption of healthier, more sustainable consumer diets. It’s great to see them taking action, but more is needed to reduce our reliance on meat and dairy,” she adds.

The increase in plant-based product sales was most significant at superstores and in low-income areas, suggesting that the retailer’s efforts to make plant-based products more affordable paid off.  

Greater collaboration needed
Current figures show UK consumers’ meat consumption far exceeds UK Government recommendations. The National Food Strategy recommended a minimum 30% reduction in meat consumption to support hitting Net Zero by 2050 targets that align with Government climate commitments.  

“For there to be any chance of meeting UK climate change targets, Government, food companies, civil society, scientists, and health professionals need to work together urgently to implement action plans and policies that can deliver swift and sustained change,” Trewern continues. 

 The research has been published in the journal Public Health Nutrition.