Around 43% of Britons plan to eat more plant-based food and reduce meat consumption compared to just 9% in 2019, according to a study by Meatless Farm.
The survey of 2,000 UK adults, which was carried out in 2019 and 2022, revealed the British public are three times more likely to be motivated to buy plant-based meat alternatives due to environmental factors.
According to the Meatless Farm, 28% of people surveyed attributed the environment to their decision compared to two years ago (8%).
Health benefits are just as important as texture (both 37%) when it comes to buying plant-based meat, the research revealed.
Although Gen Z and Millennials make up the bulk of those who decided to switch to vegan alternatives, revealed 28% of over 55-year-olds plan to reduce their meat consumption in 2022.
This news comes after Pilgrim’s Food Masters forecasted the plant-based category to be worth £998 million by 2026, a 74% 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.”