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Cover issue 15

92% of vegan meals eaten by non-vegans in the UK

Market research firm Kantar, has found that 92 per cent of vegan meals were eaten by non-vegans in the UK during 2018.

Sharing the news in an online statement, the company wrote: “Crucially, most plant-based consumers are not vegans but those who are choosing to somewhat reduce their mean and dairy intake. 92 per cent of plant-based meals are eaten by non-vegans.”

Kantar identified that 4.4 billion meat-free meals were eaten in 2018, 15 million meals more than the previous year. In addition, the amount of times meals were eaten with no meat, dairy or fish products present grew by 37 per cent in the last four years, with 10 per cent of the population eating them.

Whilst flexitarianism still seems to be the most common diet for the majority of Brits, plant-based meals have become easier for people to access. The report says: “Plant-based meals are becoming more accessible every day, with occasions being described as ‘a quick bite’ becoming increasingly important.

“These meals are somewhat simpler in nature and 1.5 times more likely to be microwaved. Salad, pasta dishes and savoury rice come out as the three most popular plant-based meals.”

The number of vegans in the UK accounts for a very small number, with only 3 per cent of the population identifying as vegan; but with the increased demand for plant-based food to meet the demand of flexitarian diets, the market for vegan food is still growing year-on-year.

The demographic most engaged with veganism is still millennials, with 1/3 of the number of vegans being in this age range, with more women than men, with an outstanding 5:1 ratio.

 

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