You’re part of a movement: the rise of plant-based eating in the UK

Thinking of adding more plant-based meals to your diet? Or already fully plant-based? Either way, you’re not alone. Across the UK, more people than ever are exploring plant-based options, reducing their meat and dairy intake, or switching to fully plant-based lifestyles. Whether you’re already experimenting or just curious, there’s a cultural shift happening – and you’re part of it.

The numbers speak for themselves: 48% of UK meat eaters say they’ve reduced their annual meat intake, and 38% now identify as flexitarian, vegetarian, pescatarian, or vegan. These insights come from the Evolving Appetites report by ProVeg International, in collaboration with the Smart Protein Project.¹ Whether it’s grocery shopping or eating out, the trend towards plant-based eating is shaping how we eat, shop, and live.

What’s driving the shift?

So, why are so many people turning to plant-based eating? Research from the EU-funded Smart Protein Project highlights three key motivations:

• Health benefits: 48% of respondents say health is their main reason for eating fewer animal-based products.
• Environmental concerns: 29% of respondents want to reduce their impact on the planet.
• Animal welfare: 25% want to support more ethical food choices.

For many people, plant-based eating isn’t about going fully plant-based overnight – it’s about making small, meaningful changes. Flexitarianism, where people eat mostly plant-based but occasionally include animal products, is on the rise, offering an accessible way to join the movement.²

Plant-based options are growing – and so is trust

The UK’s plant-based food scene has exploded in recent years. From plant-based burgers and sausages, creamy dairy-free cheeses and plant milks, to completely plant-based ready meals – there’s something for everyone. And shoppers everywhere are taking notice:

• 49% of UK shoppers in the survey trust plant-based products more than they did three years ago.³
• Why? Because of their safety (61%), accurate labeling (61%), and reliability (58%).

Supermarkets and brands are responding to demand, and 74% of people say they can find and buy plant-based products at their local grocery stores. And the most-requested items? Plant-based meat, poultry, and snacks show that the demand for delicious and convenient options is only growing.⁴

Tastier and more affordable than ever

The biggest barriers to choosing plant-based foods are price (43%) and taste (37%).⁵ The good news? Companies are stepping up to address both. The variety and quality of plant-based products have significantly improved over the last few years, making it easier than ever to find options that taste great. At the same time, many brands are working to reduce prices, offering plant-based alternatives that match the cost of conventional options.

You’re part of a bigger trend with a positive impact

The UK is leading the way when it comes to plant-based eating. In fact, the British Government has allocated nearly £500 million to support innovation in sustainable food systems.⁶ With more than 860 food-tech companies established in the last decade, and millions invested in plant-based startups, the future of food is looking greener – and more delicious – than ever.⁷

And the movement isn’t slowing down. Compared to 2021, more people are eating less meat, and flexitarian diets are on the rise. With better options, trusted products, and a growing awareness of the benefits, plant-based eating is becoming a lifestyle choice for millions.⁸

Why it’s easier than ever to go plant-based

Whether you’re exploring plant-based eating for your health, the planet, or animal welfare, the UK’s food scene is ready to support you. With so many delicious options on offer, you’re part of a growing movement that’s shaping the future of food. You’re not just keeping up with the trend; you’re helping to lead it.

Simon Middleton

Senior Writer

1. ProVeg International and Smart Protein Project (2023). Evolving Appetites: An in-depth look at attitudes towards plant-based eating. Available at: https://smartproteinproject.eu/evolving-appetites-country-deep-dives/. Accessed 2024-05-24.
2. ProVeg International and Smart Protein Project (2023). Evolving Appetites: An in-depth look at attitudes towards plant-based eating. Available at: https://smartproteinproject.eu/evolving-appetites-country-deep-dives/. Accessed 2024-05-24.
3. ProVeg International and Smart Protein Project (2023). Evolving Appetites: An in-depth look at attitudes towards plant-based eating. Available at: https://smartproteinproject.eu/evolving-appetites-country-deep-dives/. Accessed 2024-05-24.
4. ProVeg International and Smart Protein Project (2023). Evolving Appetites: An in-depth look at attitudes towards plant-based eating. Available at: https://smartproteinproject.eu/evolving-appetites-country-deep-dives/. Accessed 2024-05-24.
5. ProVeg International and Smart Protein Project (2023). Evolving Appetites: An in-depth look at attitudes towards plant-based eating. Available at: https://smartproteinproject.eu/evolving-appetites-country-deep-dives/. Accessed 2024-05-24.
6. Good Food Institute Europe (2023). Sustainable proteins in the United Kingdom. An ecosystem review. Available at: https://gfieurope.org/sustainable-proteins-in-the-united-kingdom-an-ecosystem-review/. Accessed 2024-05-24.
7. Beauhurst and Huckletree (2021). Future Insights: The FoodTech Report 2021. Available at: https://hs.huckletree.com/download-foodtech-report. Accessed 2024-05-24.
8. ProVeg International and Smart Protein Project (2023). Evolving Appetites: An in-depth look at attitudes towards plant-based eating. Available at: https://smartproteinproject.eu/evolving-appetites-country-deep-dives/. Accessed 2024-05-24.