According to research by AHDB, meat products saw volume growth as meat-free products experienced less demand on the year.
While the meat, fish, and poultry (MFP) category saw volume growth of 1.4%, meat-free products had their 4th consecutive year of decline. This was mostly driven by vegetable-based products such as bean burgers, rather than meat imitation products (like Quorn), as vegetable-based saw a -12.4% decline (Kantar, 4 w/e 26th January 2025).
Lamb and beef also saw price increases, which negatively influenced volumes sold during January. However, volume gains for pork, poultry and fish outweigh this reduction, resulting in overall category growth (Kantar 4 w/e 26th January 2025).
“The demand for meat and dairy remains resilient, with many consumers showing a preference for traditional products over plant-based options.”
Hannah McLoughlin, AHDB
AHDB said this weaker performance is likely due to declining engagement in Veganuary according to Google searches, and only a small proportion of the population taking part, which according to research by AHDB was 5.65% this year (YouGov/AHDB February 2025). Of this figure, 1.29% are vegan all year round, 2.30% managed to complete the Veganuary month and 2.06% didn’t. Of those who managed to maintain a vegan diet for the entire month of January, 39% stated they are not going to continue with the diet beyond January.
Promotions played a “big part” in performance this January, and according to Kantar, meat-free saw a 9.1% decline in promotions year-on-year, which along with high inflation, likely contributed to its performance. While meat imitation products did see spend and volume growth in January, it was the only meat-free category to see both these increases, however, this isn’t expected to continue, as historically (2021-2024) there has been an average decline in volume of -22.5% from January to February (Kantar 4 w/e 26th January 2025).
Hannah McLoughlin, analyst at AHDB, said: “Our data highlights that consumer interest in meat and dairy-free products is not as strong as it was in previous years. The demand for meat and dairy remains resilient, with many consumers showing a preference for traditional products over plant-based options.
“This shift in consumption patterns, coupled with fluctuating promotional activity, suggests that the traditional meat and dairy sectors continue to hold their ground in the face of changing dietary trends.
“AHDB continues to promote the benefits of eating meat and dairy year-round, with our ‘Milk Every Moment’, ‘Let’s Eat Balanced’ and ‘Love Pork’ campaigns focusing on the great taste and health benefits of these products as part of a healthy balanced diet.”
