Meat and dairy reign supreme in January as plant-based alternatives see decline
Meat and dairy products were a hit with consumers this January, while their meat-free counterparts and dairy-free products experienced less demand compared to 2024, according to research by the Agriculture and Horticulture Development Board.
While the meat, fish, and poultry (MFP) category saw volume growth of 1.4%, meat-free products had their 4th consecutive year of decline. This was mostly driven by vegetable-based products such as bean burgers, rather than meat imitation products (like Quorn), as vegetable-based saw a -12.4% decline (Kantar, 4 w/e 26 January 2025).
This weaker performance is likely due to declining engagement in Veganuary according to Google searches, and only a small proportion of the population taking part, which according to research by AHDB was 5.65% this year (YouGov/AHDB February 2025). 1.29% of those are vegan all year round, 2.30% managed to complete the Veganuary month and 2.06% didn’t. Of those who managed to maintain a vegan diet for the entire month of January, 39% stated they are not going to continue with the diet beyond January.
Promotions played a big part in performance this January, and according to Kantar, meat-free saw a 9.1% decline in promotions year-on-year, which along with high inflation, likely contributed to its performance. While meat imitation products did see spend and volume growth in January, it was the only meat free category to see both these increases, however this isn’t expected to continue, as historically (2021-2024) there has been an average decline in volume of -22.5% from January to February (Kantar 4 w/e 26 January 2025).
Cow’s dairy volumes increased by 6.1% in January and saw volume increases in almost all product categories, while plant-based dairy increased by just 1% and had volume declines in nearly all plant-based dairy categories, including plant-based cheese, spreads and butter.
Hannah McLoughlin, analyst at AHDB, said: “Our data highlights that consumer interest in meat and dairy-free products is not as strong as it was in previous years. The demand for meat and dairy remains resilient, with many consumers showing a preference for traditional products over plant-based options. This shift in consumption patterns, coupled with fluctuating promotional activity, suggests that the traditional meat and dairy sectors continue to hold their ground in the face of changing dietary trends.
“AHDB continue to promote the benefits of eating meat and dairy year-round, with our ‘Milk Every Moment’, ‘Let’s Eat Balanced’ and ‘Love Pork’ campaigns, focusing on the great taste and health benefits of these products as part of a healthy balanced diet.”
To read the full article visit: Meat and dairy outperform alternatives this Veganuary | AHDB
For more information on how consumer demand may evolve in 2025, take a look at AHDB’s Agri Market Outlooks.
