February 10th 2023

PRESS RELEASE: Veganuary still ignites sales but category suffers amidst cost of living crisis

  • Consumers turn to expanding supermarket meat-free ranges
  • Retail data expert, Reapp has released its analysis* of Veganuary ‘23


Despite YOY sales values being down across meat-free alternatives, sales still peaked this  January compared to the months preceding.

Veganuary 2023 saw a sales uplift of 11.66% on December 2022 as sales increased by £908k.*

But cost of living pressures, coupled with increased choices in a rapidly expanding category, has had an impact on brand sales with consumers trading down to own-label instead.

Sales values of meat free alternatives declined YOY by over 5% as the category was hit by 18.90% inflation amidst cost of living crisis.*

Sales volumes of meat free alternatives also declined YOY, with 850k fewer units sold in Veganuary 2023, representing a decline of 17%.*

The West Midlands saw the highest YOY decline with sales dropping by 21.63% for Veganuary 2023, compared to 2022. The South Midlands saw the lowest YOY decline with sales falling by 7.56%. The North West remained the top region for sales volume of meat free products, with 497,331 units sold, despite a 19.93% YOY decline in sales volumes.*

Reapp Commercial Director, James Lamplugh said: “This data suggests people are still engaging with Veganuary as it aligns with the nation’s health goals, but perhaps we’re seeing less traction due to the market becoming increasingly diluted as supermarkets and brands increase their ranges.”

Personal health (21%) was reported as one of the key reasons why people choose to participate in Veganuary according to Veganuary’s 2022 campaign overview.

In 2019, the UK meat-free market was worth an estimated £397m which is expected to rise to £589m by 2025. (ref. The Vegan Society)

Due to this increased demand, the category has expanded significantly – more supermarket own labels are catering to the vegan market with extensive meat-free ranges, as are brands like Richmond and Birds Eye typically associated with meat.

The meat free market itself has also grown with brands such as Beyond, THIS, Future Farm, Quorn, VFC all expanding their ranges.

James added: “Whilst the meat free market has previously been dominated by a few key brands, such as Fry’s, Linda McCartney and Quorn, the market is now varied and more competitive, and sales are more spread between many brands, rather than a few.

He continued: “With so much choice, increased promotional activity, and in a cost-of-living crisis, there is less loyalty than before in this category. Consumers are turning to supermarket ranges as they attempt to cut back on meat consumption in an affordable way.”

Most supermarkets now have a dedicated meat free sub brand with an extensive range, providing consumers with affordable choice  –

  • Tesco, Wicked and Plant Based
  • Aldi, Plant Menu
  • M&S, Plant Kitchen
  • Asda, OMV and Plant Based by Asda
  • Morrisons, Plant Revolution
  • Sainsbury’s, Plant Pioneers
  • Lidl, Vemondo


About Reapp

Using industry-leading AI technology to analyse multiple sources of data, Reapp provides the latest retail insight to brands to help improve store performance and drive sales growth.

The predictive data tool can help brands quickly identify problems with compliance, availability and manage stock levels efficiently.

February 10th


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