Sales of animal-based products in the UK outperformed plant-based alternatives in January 2025, marking a decline in the ‘Veganuary’ trend. According to the Agriculture and Horticulture Development Board (AHDB), meat, fish, and poultry sales grew by 1.4%, while meat-free product sales dropped by 12.4%, continuing a four-year decline. Dairy sales rose by 6.1%, whereas plant-based dairy alternatives saw minimal growth at 1%. Experts attribute this shift to reduced consumer interest, high inflation, and fewer promotions. The data indicates a growing preference for traditional meat and dairy products over vegan alternatives in the UK.
Sales of animal-based products in the United Kingdom outperformed plant-based alternatives in January 2025, signaling a decline in the popularity of the annual ‘Veganuary’ trend. The Agriculture and Horticulture Development Board (AHDB), a UK-based organization supporting the meat, dairy, and horticulture industries, reported a 1.4% growth in sales of meat, fish, and poultry. In contrast, sales of meat-free products dropped by 12.4%, continuing a four-year consecutive decline.
The ‘Veganuary’ movement, which encourages people to adopt a vegan diet during January, saw reduced participation this year. According to Google Analytics, searches related to ‘Veganuary’ were significantly lower in 2024 compared to the trend’s peak in 2020. The declining sales of plant-based alternatives are attributed to a combination of factors, including economic constraints, high inflation, and fewer promotional efforts by retailers.
Dairy products also witnessed a strong performance, with a 6.1% increase in sales. In contrast, plant-based dairy alternatives saw minimal growth of just 1%.
Our data highlights that consumer interest in meat and dairy-free products is not as strong as in previous years. The demand for meat and dairy remains resilient, with many consumers showing a preference for traditional products over plant-based options.”
Hannah McLoughlin, AHDB analyst
The report suggests that while plant-based products remain part of the market, shifting consumer behaviors indicate a renewed preference for conventional meat and dairy items. Retailers and producers may need to reassess strategies to align with these changing consumer trends.
