Retail and client insights from the Agriculture and Horticulture Growth Board (AHDB) have revealed a drop within the variety of households that purchased meat and dairy alternate options this January.

Greater than 1,000,000 fewer households purchased meat-free merchandise in January 2023 in comparison with January 2022, with solely 13.7% shopping for one.

This, the AHDB stated, is in stark distinction to the determine of 96.4% of households that purchased meat, fish or poultry within the first three weeks of the 12 months.

The amount bought of dairy various merchandise in January additionally dropped by 2.6% in comparison with final 12 months, with the board saying that “development in demand for milk alternate options has softened over the previous 12 months”.

AHDB has stated that the principle motive for that is probably because of the worth, as alternate options stay a costlier possibility than cow’s milk.


AHDB has stated that British customers are turning away from taking part in Veganuary – a problem the place individuals attempt to eat vegan for the month of January – as they start to “buckle beneath the burden of elevated financial pressures”.

In keeping with AHDB client perception supervisor, Susie Stannard, curiosity in Veganuary as measured by Google traits, which measures search, has almost halved since “peak-vegan” in 2019.

Since then, she stated, the annual peak in curiosity has regularly dropped off, with individuals now extra fascinated with phrases reminiscent of ‘dry January’.

In keeping with figures from industrial perception and social affect analyst IGD, 7% of consumers began collaborating in Veganuary firstly of January.

This uplift in vegan consumers was short-lived, AHDB stated, as seven out of 10 of them returned to their unique diets by the two-week mark.

Of those that stopped, 40% stated it was resulting from alternate options being too costly whereas an additional 40% stated they couldn’t discover a meals or drink they loved.