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Veganuary impact on the wane as meat and dairy outperform meat- and dairy-free equivalents

Alistair DriverBy Alistair DriverMarch 6, 20253 Mins Read
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January saw meat and dairy products comfortably out-perform their meat-and dairy-free counterparts relative to 2024 sales.

During the month that has become known as ‘Veganuary’, while the meat, fish and poultry (MFP) category saw volume growth of 1.4%, meat-free products recorded their fourth consecutive year of decline.

This was mostly driven by a 12.4% decline in vegetable-based products such as bean burger (Kantar, 4 w/e 26 January 2025).

This weaker performance is likely to be due to declining engagement with Veganuary, according to Google searches, and only a small proportion of the population (5.65%) taking part in the challenge this year (YouGov/AHDB February 2025), AHDB analyst Hannah McLoughlin said.

Of those who took part, 1.29% are vegan all year round, 2.3% completed Veganuary and 2.06% did not. Of those who managed to maintain a vegan diet for the entire month, 39% stated they are not going to continue with the diet beyond January.

According to Kantar, meat-free product saw a 9.1% decline in promotions year-on-year, which, along with high inflation, likely contributed to its performance.

While meat imitation products did see spend and volume growth in January, it was the only meat-free category to see increases in both. However, this isn’t expected to continue, as historically (2021–2024), there has been an average decline in volume of -22.5% from January to February (Kantar 4 w/e 26 January 2025).

Cow’s dairy volumes increased by 6.1% in January and saw volume increases in almost all product categories, while plant-based dairy sales increased by just 1%, with volume declines in nearly all plant-based dairy categories, including plant-based cheese, spreads and butter.

Waning consumer interest

Hannah McLoughlin, an AHDB analyst, 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.

“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.”

She pointed that AHDB continues to promote the benefits of eating meat and dairy year-round, with its 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.

The latest Kantar day for the 12 weeks ending January 26, however, showed pigmeat retail sales declined by 1.2% year on year, although spend on pig meat increased by 0.4% year-on-year due to a 1.6% increase in average prices paid.

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Alistair Driver

Editor Pig World, group editor Agronomist and Arable Farmer and Farm Contractor. National Pig Association webmaster. Former political editor at Farmers Guardian. Occasional media pundit. Brought up on a Leicestershire farm. Works from a shed in his Oxfordshire garden.

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