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Almost one in four (23 percent) of new food products launched in the UK in 2019 were labeled as ‘vegan’, according to new data.

The numbers, from market analyst Mintel, shows how Brits are changing their eating habits – with large numbers actively limiting or reducing their meat intake.

The percentage of Brits doing so has increased from 28 percent in 2017 to 39 percent in 2019. The proportion of Brits eating meat substitutes increased from 50 percent to 65 percent in that time. In addition, sales of meat-free foods grew to £816m in 2019.

Flexitarian diets

Some of the most prolific UK food launches in recent times have been vegan-friendly, including Greggs’ now-iconic vegan sausage roll in January 2019 (followed by a steak bake and donut this year), and KFC’s new animal-free burger.

Kate Vlietstra, Mintel global food and drink analyst, said: “The rising popularity of flexitarian diets has helped to drive demand for meat-free products.

“Many consumers perceive that plant-based foods are a healthier option and this notion is the key driver behind the reduction in meat consumption in recent years.”