More UK consumers are moving away from strict vegetarian diets and embracing a more flexible approach to eating, according to new data from HelloFresh.

Sales figures from the meal kit provider show orders of vegetarian recipe boxes fell seven per cent over the last year, while the number of vegetarian meals selected within standard boxes rose 29 per cent.

The figures suggest shoppers are increasingly mixing plant-based meals with meat, fish and dairy, rather than sticking to more rigid diet labels.

HelloFresh said half of UK adults now describe their diet as flexitarian, while 56 per cent say they take a flexible approach to meat and fish consumption depending on their mood, routine and health goals.

Further data found that 29 per cent of consumers previously followed a vegetarian diet but no longer do so, while 44 per cent said they regularly choose vegetarian dishes despite still eating meat or fish on occasion.

The most popular vegetarian meals chosen within standard HelloFresh boxes over the last year included creamy chickpea korma, super quick spinach and ricotta tortelloni, and presto pesto pea penne.

The data also points to continued demand for convenience and inspiration in plant-based cooking. More than a third of consumers, 38 per cent, said they struggle for ideas when cooking vegetarian meals at home, while 37 per cent said meal kit services had helped them expand the range of vegetarian dishes and ingredients they use.

Among animal protein options, chicken-based dishes recorded the strongest growth, with meals such as speedy teriyaki sesame chicken, family favourite thyme roasted chicken and pesto chicken traybake proving particularly popular.

Mimi Morley, senior recipe development manager at HelloFresh UK, said: “The message from UK kitchens is loud and clear: balance beats binary.

“Customers want meals that deliver on taste and health, without sacrificing convenience. So we’re doubling down on the sweet spot – meat for variety and beans, pulses, and veg that boost fibre and flavour.

“At HelloFresh, we’re seeing this play out every week through recipe choices. Customers aren’t rejecting vegetarian food – they’re weaving it into a broader, more flexible eating pattern.”

HelloFresh added that recipe-swap data also highlighted strong consumer demand for variety, with customers regularly switching between chicken, beef, salmon and plant-based ingredients such as beans, chickpeas, mushrooms and cheese.

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