UK report: Animal produce outpaced vegan alternatives in ‘Veganuary’

Sales of animal-based produce in the UK outperformed plant-based substitutes in January 2025, as the ‘Veganuary’ trend showed a decline in traction, Agriculture and Horticulture Development Board (AHDB) reported. While sales of meat, fish, and poultry saw a volume growth of 1.4% in 2025 in the UK, meat-free products experienced a 12.4% drop in sales, following a four-year consecutive decline.

This weaker performance is likely due to waning engagement with Veganuary, the trend encouraging a vegan diet during January. Google Analytics reported a decline in ‘Veganuary’ searches in 2024 compared to its peak in 2020. High inflation and reduced vegan product promotions likely contributed to this declining sales performance. According to AHDB, dairy sales increased by 6.1%, while plant-based dairy saw just a 1% growth.

AHDB analyst, Hannah McLoughlin, noted: "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."