The Evolution of Plant-Based Eating in the UK

The UK has witnessed a remarkable transformation in its food retail landscape over the past five years, with plant-based eating moving decisively from niche to mainstream. What was once a market primarily catering to vegans and vegetarians has evolved into a diverse ecosystem serving flexitarians, health-conscious consumers, and environmentally aware shoppers.

Decisions around food are more informed and more important than ever before to a growing number of consumers. 

We have instant access to a wealth of information these days and the plant-based movement is becoming increasingly prevalent on social and mainstream media. The major food retailers in the UK have shifted their strategies to align with these evolving values and as people think more about the health benefits of consuming less meat and dairy, as well as making values based decisions in their food purchases around sustainability and animal welfare, this has aligned with the introduction of more and more plant-based food options in our supermarkets.

 

The Rise of Plant-Based Products

The plant-based sector has experienced consistent growth, with retail sales exceeding £1 billion in 2023. This growth has been particularly notable in several key categories:

Alternative Proteins

Plant-based meat alternatives have led the charge, with products like Beyond Meat and THIS™ becoming household names. Pea protein has emerged as a favorite base ingredient, offering improved texture and nutritional benefits compared to earlier soy-based products. The market has seen particular success in categories like burgers, sausages, and chicken alternatives, with sales growing by approximately 40% between 2019 and 2023.

Dairy Alternatives

The plant-based milk sector has matured significantly, with oat milk overtaking almond as the preferred dairy alternative. Oatly's success has inspired numerous competitors, while major supermarkets have developed their own-brand alternatives. The category has expanded beyond basic milk alternatives to include yogurts, cheese, and ice cream, with innovative ingredients like cashews and coconut creating more authentic dairy-free experiences.

We use Oat Milk in a number of our recipes, including our lasagne to help create an authentic tasting, plant-based bechamel style sauce.

Ready Meals and Convenience Foods

Perhaps the most significant shift has been in the ready-meal sector. Major retailers like Tesco, Sainsbury's, and Marks & Spencer have dramatically expanded their plant-based ranges, with Wicked Kitchen and Plant Chef leading the way. These products cater to time-pressed consumers looking for familiar flavors in plant-based forms. This emergence is critical in the thinking behind Mell’s Kitchen - we want to help busy people with the pain point of having enough the time to plan meals and cook. There’s nothing wrong with the occasional ready meal or bit of junk food in moderation, but we felt we could help solve the problem of time with healthier, whole food alternatives over the course of a week, leaving a bit of room for a McPlant now and again.

Shifting Consumer Behaviors

The growth in plant-based eating hasn't been driven solely by vegans and vegetarians. Instead, the rise of flexitarianism has been the key driver, with approximately 40% of UK consumers actively reducing their meat consumption. Health concerns, environmental awareness, and improved product quality have all contributed to this shift. This is huge. Not everyone is comfortable with moving to a a fully plant-based diet but almost half of the UK want to get more plants in their diet.

Price Parity Progress

One significant development has been the gradual move toward price parity between plant-based products and their conventional counterparts. While premium pricing was once a major barrier to adoption, increased competition and economies of scale have helped reduce costs, making plant-based options more accessible to a broader consumer base.

Retail Response and Innovation

UK retailers have responded to these trends with significant investments in plant-based ranges:

- Tesco has expanded its plant-based offerings by over 300% since 2019

- Sainsbury's has integrated plant-based alternatives throughout its stores rather than segregating them in specialist sections

- Waitrose has introduced dedicated plant-based butcher counters in select stores

• Aldi and Lidl have launched extensive private-label plant-based ranges, democratizing access to meat alternatives

 

Looking Forward

The plant-based sector shows no signs of slowing down, with several trends likely to shape its future development:

- Increased focus on whole food plant-based options rather than just processed alternatives

- Growing interest in traditional plant proteins like tempeh and seitan

- Innovation in fermentation-based products, particularly in the cheese alternative category

• Enhanced emphasis on sustainability credentials and local sourcing

 

To Finish

The UK retail landscape has fundamentally shifted to accommodate and encourage plant-based eating. What began as a niche market has evolved into a mainstream movement, with retailers and manufacturers continuing to innovate and expand their offerings. As consumer awareness of health and environmental issues grows, the plant-based sector is well-positioned for continued growth and evolution.

Viva La Revolution!