In the wake of economic uncertainties and shifting consumer priorities, the plant-based market is emerging as a dynamic force in UK retail, states a recent report, listing the layers of the rapidly evolving segment.
According to recently released Consumer Horizon May 2025 report by Vypr, almost two-thirds (62 per cent) of the population are either reducing meat consumption or are open to trying plant-based products.
This evolving market presents both a challenge and an opportunity for retailers and brands aiming to align with consumer values around health, sustainability, and affordability.
The report identifies two key consumer groups- Open Omnivores and Active Meat Reducers.
While Open Omnivores show limited engagement with plant-based products, Active Meat Reducers are more informed and proactive in seeking alternatives, especially driven by health benefits and animal welfare concerns.
Interestingly, women aged 18-24 are almost three times more likely to buy plant-based foods for friends and family, while men aged 25-34 cite health benefits as their top motivator for purchasing.
Plant-based products are gaining traction across multiple retail categories, with significant growth observed in chilled and frozen foods, ready meals, and snacks, states the report.
Retailers are encouraged to diversify their product range to include both minimally processed and highly convenient options.
Despite growing interest, the report highlights that nearly nine in ten consumers have some reservations about plant-based products.
Processing levels (37 per cent) and taste (36 per cent) are the most cited concerns, particularly among older consumers.
Retailers have a critical role to play in educating consumers, particularly Open Omnivores, through targeted in-store promotions, clear labeling, and product sampling. Creating vibrant and flavourful displays that showcase the natural diversity of plant-based foods could also help shift perceptions.
What Retailers Can Do:
- Enhance product visibility and educational signage in-store, especially around newer, lesser-known products.
- Leverage data on consumer demographics to tailor messaging – focus on health benefits for younger men and convenience for busy parents.
- Highlight affordability and value for money through promotions, loyalty programs, and targeted discounts.
- Incorporate storytelling to position plant-based products as both nutritious and tasty, countering the bland perception held by many Open Omnivores.
