March of veganism sees UK meat sales chopped by £185m
THE soaring popularity of vegan and vegetarian diets saw meat sales drop by almost £185million last year.
The slump was greater than for any other commodity measured by The Grocer magazine in its annual review of the UK shopping basket.
Red meat sales were particularly badly hit – down £77million on 2018.
With an estimated 560,000 Britons now following a plant-based diet, experts believe veganism is the single biggest contributor to the overall sales decline. Other factors include last summer’s poor weather, which meant fewer barbecues. In addition, economic concerns about Brexit are said to have prompted consumers to shift to cheaper cuts such as mince.
News of tumbling sales comes as the meat industry steels itself for the effects of ‘Veganuary’, when up to 350,000 Britons are expected to go meat-free for the first month of the year.
Celebrities from Bill Clinton to Benedict Cumberbatch have been at the forefront of the switch away from meat, which is having a dramatic impact on shopping habits.
Supermarkets are attempting to cash in with cauliflower steaks, chilli noncarne and mushroom-based ‘shroom dogs’ commonly found on shelves next to traditional meat products.
Yesterday the Co-op became the latest retailer to announce a new vegan brand, while Sainsbury’s has reported a 65 per cent rise in sales of its plantbased range.
The Grocer said dairy-free and meatfree products were among the top ten fastest-growing groceries last year. Dairy-free ranges were in sixth, up £122.3million on 2018, while meat-free products came in ninth, with a £61.9million increase. Sales of vegetables rose by £54million. Analysts Nielsen, which conducted the research, said the ‘buzz’ around veganism, vegetarianism and ‘flexitarianism’ – going meat-free on certain days of the week – also fuelled an extra £41.9million spent on chilled ready meals.
The top 11 dairy-free brands also grew by a quarter, it said, amassing a collective growth of £59.4million.
Most people cite a more healthier lifestyle as the main driver of their decision to turn vegan, although animal welfare and protecting the environment are also influential.
Bottled water was also a casualty of more eco-conscious shopping habits, with sales down by £39.2million. Other fallers include cider (down £54.9million), bread (£37.5million), yoghurt (£50.6million), juices and smoothies (£90million) and baby milk (£32million).
While meat was the biggest loser, the research indicated that Britons are not necessarily eating more healthily. Chocolate sales grew faster than any other type of grocery, up £183million, followed by rolling tobacco, spirits, fizzy drinks and ‘bagged snacks’ such as crisps.
The Grocer said that while Brexit had prompted consumers to cut back on eating out, holidays and other bigger purchases, they were spending more on eating in and treating themselves at home. Ben Morrison, head of commercial for grocery at Nielsen, said: ‘Indulgent categories do well when consumer confidence dips. As a nation, when the going gets tough, we reach for the chocolate.’
‘Reach for the chocolate’