Health drivers of demand

According to YouGov’s dietary tracker, there has been a moderate drop-off in UK consumers following vegetarian or vegan diets over the last five years. In July 2021, 10% of respondents reported following a vegan (3%) or vegetarian (7%) diet. By January 2026, this had dropped to a combined 7%.

This trend was particularly pronounced among young people, who are often credited as the cohort most supportive of a shift towards more plant-based diets. In July 2021, 19% of 18-24-year-olds reported never consuming meat or fish, including 9% who identified as vegans. By January 2026, this had almost halved to a combined 12%, with those identifying as vegans dropping to 4%. There have also been a number of high-profile celebrities in recent years who have renounced veganism, including Bear Grylls, Mike Tyson and Miley Cyrus, all of whom cited health reasons.

The convergence of several health trends, which also appear to be reshaping our relationship with food, may be partially responsible. These include the rising popularity of protein-rich foods, an increasing distrust of ultra-processed foods (UPFs) and the mainstreaming of weight-loss (GLP-1) drugs, which, taken in combination, point to shifting consumer demand towards smaller portions of nutrient-dense, high-protein, natural foods – where meat and other animal products are relatively well positioned.

Every product category in the supermarket today seemingly has its corresponding high-protein version, and research from Ocado found customer searches for ‘high-protein’ more than doubled in 2025. Half of UK adults increased their protein intake in 2025, and this figure rose to two-thirds for 16- to 34-year-olds.

Increased scrutiny on UPFs and their impact on health may also be turning consumers away from products such as meat substitutes, which are often heavily processed. The FSA Consumer Insights Tracker for December 2025 shows UPFs and overprocessing of food was the second highest food concern for UK consumers (79%); behind only food prices (92%). Fresh meat fares well here, too, although demand for more-heavily processed meats may be impacted.

Another accelerating trend is the remarkable take-up and interest in GLP-1 drugs. Recent research estimated 8.25 million people in the UK have either taken, are taking or are considering taking GLP-1 drugs, and there is significant scope for this to expand in coming years, particularly if they are prescribed more widely on the NHS. As these drugs reduce appetite and overall caloric intake, there is a need to ensure adequate intake of macronutrients such as protein to maintain muscle mass. And this is leading to a plethora of new offerings for consumers focused on nutrient density and smaller portions.

Research by the Agriculture and Horticulture Development Board (AHDB) on how those taking GLP-1 medication have changed their eating habits found that although the majority reported eating less overall and smaller portions, 43% reported they were eating more protein-dense foods (such as meat, fish and eggs). Other research paints a mixed picture, with YouGov highlighting 9% of consumers taking these medications increase their meat consumption compared with 18% who reduce it.

The convergence of these trends – and how long they persist – looks to be changing both how much and what type of foods are prioritised by consumers. And this is being reflected by the range of new products being developed. While price still tends to reign supreme, some meat products may be beneficiaries of these new health drivers while others may increasingly be overlooked.