Around 43 per cent of Britons plan to eat more plant-based food and reduce meat consumption compared to just 9 per cent in 2019, says a recent study by Meatless Farm.
According to a survey of 2,000 UK adults, which was carried out in 2019 and 2022, Britons are three times more likely to be motivated to buy plant-based meat alternatives due to environmental factors.
According to the Meatless Farm study, 28 per cent of people surveyed attributed the environment to their decision compared to just 8 percent two years ago.
Health benefits are just as important as texture (both 37 per cent) when it comes to buying plant-based meat, the research revealed.
Although Gen Z and Millennials are known to make up the bulk of those who decided to switch to vegan alternatives, the study revealed that 28 per cent of over 55-year-olds plan to reduce their meat consumption in 2022.
Meatless Farm, one of the UK’s most popular alt-meat brands, has moved into the frozen category with the launch of five new products.The range features frozen versions of the company’s plant-based chicken burgers, beef burgers, sausages, and mince, as well as a brand new product — vegan meatballs.
The study’s findings come weeks after Pilgrim’s Food Masters forecasted the plant-based category to be worth £998 million by 2026, a 74 per cent increase over the next four years.
“The plant-based category has been on an unbelievable growth trajectory over the last five years or so but it’s still a relatively small sector of overall FMCG sales,” Pilgrim’s Food Masters GB&I marketing, category, innovation and sustainability director Dawn Spencer said.
“This means there is still vast headroom for further growth. Plant-based alternatives can no longer be an afterthought, so retailers need to ensure they are investing in a robust plant-based offering which stretches across different categories.”
