The meat, fish, and poultry category saw volume growth of 1.4%, while the meat-free category experienced its fourth consecutive year of decline.
This was mostly driven by vegetable-based products such as bean burgers, rather than meat imitation products (like Quorn), as vegetable-based saw a -12.4% decline (Kantar, 4 w/e 26 January 2025).
AHDB linked the weaker performance to declining engagement in Veganuary, according to Google searches, and only a small proportion of the population taking part – just 5.65% of Brits, based on research by YouGov.
Lack of commitment to veganism
Of that 5.65% of the population, 1.29% were vegan all year round, 2.3% managed to complete the Veganuary month and 2.06% didn’t. What’s more, of those that did manage to complete the month, just 39% said they would continue the diet past January.
A decline of promotions (-9.1%), along with high inflation, also played a big part in the lower performance of meat-free, according to research from Kantar.
Meat imitation products did see an increase in spend and volume in January, but the AHDB did not expect this to continue into February – historically (2021-2024) there has been an average decline in volume of -22.5% from January to February.
Hannah McLoughlin, analyst at AHDB, said: “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.”
Cow’s dairy
Cow’s dairy volumes increased by 6.1% in January and saw volume increases in almost all product categories, while plant-based dairy increased by just 1% and had volume declines in nearly all plant-based dairy categories – including plant-based cheese, spreads, and butter.
“This shift in consumption patterns, coupled with fluctuating promotional activity, suggests that the traditional meat and dairy sectors continue to hold their ground in the face of changing dietary trends,” McLoughlin added.
“AHDB continue to promote the benefits of eating meat and dairy year-round, with our ‘Milk Every Moment’, ‘Let’s Eat Balanced’ and ‘Love Pork’ campaigns, focusing on the great taste and health benefits of these products as part of a healthy balanced diet.”
Meanwhile, Brits spent more than £13bn on groceries last Christmas, with sales hitting their highest levels since the spring, bolstered by meat and dairy.
