Traditional Meat and Dairy Products Outshine Plant-Based Alternatives in January

The Agriculture and Horticulture Development Board (AHDB) has released research indicating a strong consumer preference for traditional meat and dairy products this January, with a noticeable decline in demand for their plant-based counterparts.

Market Performance: The meat, fish, and poultry (MFP) category experienced a 1.4% growth in volume, contrasting sharply with a consecutive four-year decline in meat-free products, particularly those based on vegetables such as bean burgers. According to Kantar, this segment saw a decline of -12.4% by the end of January 2025.

Influence of Veganuary: Despite the Veganuary campaign, intended to encourage a plant-based diet during January, engagement was down. Google searches indicated reduced interest, with AHDB's research revealing only 5.65% of the population participated. From this number, many did not maintain the diet post-January.

Promotional Impact: The decline in meat-free products during this period can also be attributed to a 9.1% reduction in promotional activities amidst rising inflation, as cited by Kantar.

Dairy Trends: In terms of dairy, cow’s milk products saw a 6.1% increase in volume. Conversely, plant-based dairy products experienced minimal growth with a mere 1% increase and a decline across categories such as plant-based cheese and spreads.

Insights from AHDB: Analyst Hannah McLoughlin stated, "Our data highlights that consumer interest in meat and dairy-free products is not as strong as it was in previous years...Traditional meat and dairy sectors continue to hold their ground in the face of changing dietary trends."

The report concludes with AHDB's continued promotion of meat and dairy benefits through campaigns such as 'Milk Every Moment,' 'Let’s Eat Balanced,' and 'Love Pork,' emphasizing their role in a balanced diet.