Meat and dairy reign supreme in January as plant-based alternatives see decline

While the meat, fish and poultry (MFP) category saw volume growth of 1.4%, meat-free products had their 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 products saw a -12.4% decline (Kantar, 4 w/e 26 January 2025).

This weaker performance is likely 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).

Of those who took part, 1.29% are vegan all year round, 2.30% 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.

Promotions played a big part in performance this January, and 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.

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.

“AHDB continues 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.”