Consumption of meat alternatives and engagement with Veganuary

2 documents for this subject



This report provides information on consumption of meat alternative products in Scotland between 2019 and 2020, using data from Kantar. The report also provides insights into engagement with Veganuary in 2020 and 2021 across GB.

Key findings include:

•In 2021, 71% of GB respondents were aware of Veganuary, with 10% participating. Health was the lead reason for participating. 55% of the participants of Veganuary planned to make changes to their diets after January, either by eating less meat or animal products or by introducing vegetarian or vegan substitutes to their diets. A further 21% plan to maintain a full vegan or vegetarian diet after Veganuary.
•63% of people who didn’t take part in Veganuary tried vegan and/or vegetarian products anyway. 18-34 year olds and those from social classes AB and C1 were more likely to try these types of products than other age groups and social classes.
•There has been an overall increase in consumption of meat alternative products between 2019 and 2020. Under 45s households have the greatest share of meat alternative occasions and have seen the largest increase between 2019 and 2020, compared to other life stages.
•19% of the GB population reported reducing their red meat intake in 2020. However, this was lower than in the previous 3 years.

This report complements and adds to existing FSS data on monitoring trends in food consumption and dietary intake.