Almost half of the UK population (44%) would consider trying a plant-based product because of the positive health benefits according to new research conducted by Product of the Year, the UK’s biggest survey of product innovation.

Conducted online in September 2020, UK consumers were asked to identify factors that would encourage them to try a plant-based product with 31% citing cost as a determining factor (the second most popular response after health benefits) with one in four (25%) identifying environmental factors.

With people playing closer attention to their diet during and post-lockdown and increasingly adopting ‘flexitarian’ diets (cutting down on meat and dairy while eating more plant-based foods), sales of plant-based products have soared

Recent stats from Kantar Worldpanel have shown an 87% increase in plant-based product sales and with the huge success of initiatives such as Veganuary, it’s a food trend that seems set to grow and grow.

“Over the past few years we have seen more and more plant-based products win Product of the Year awards,” said Helga Slater, managing director for Product of the Year, “with Richmond meat-free sausages taking top honours last year.

“And with a particular focus on health and wellbeing we predict increased levels of innovation in the sector with more plant-based products picking up awards in 2021.”

Now in its 17th year, Product of the Year winning products are chosen by more than 10,000 UK consumers (conducted in partnership with Kantar) making it the nation’s biggest annual survey of product innovation.

The entry deadline for Product of the Year 2021 is 31st October.