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New figures from market intelligence agency Mintel have revealed that nearly a quarter of all new UK food product launches were labelled as vegan in 2019.
Over the past two years, the number of Brits who have eaten meat substitutes has risen from 50% in 2017 to 65% in 2019. Sales of meat-free foods have also grown an impressive 40%, from £582 million in 2014 to around £816 million in 2019.
The Veganuary 2020 campaign also saw record-breaking numbers of people signing up to eat a plant-based diet throughout January, reporting over 400,000 signups.
Kate Vlietstra, Mintel global food & 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.
“As the meat-free market becomes increasingly crowded, brands will need to find more ways to distinguish themselves from their competitors – it’s no longer enough to just be meat-free. Companies will need to be transparent about the healthiness of their products, and also address the quality and quantity of nutrients to win over the discerning consumer.”
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