Despite a record number of people participating in Veganuary throughout the world this year, the demand for vegan products in the UK fell short in January, as seen by a fall in retail volume sales of both meat- and dairy-free substitutes.
According to an AHDB and Kantar investigation, almost a million fewer households purchased meat-free items in January 2018 than in January 2017 and 280,000 fewer households purchased dairy-free products.
In the first three weeks of January 2023, the number of households buying alternatives decreased, resulting in a decrease in year-over-year volumes, with sales of meat- and dairy-free products falling by 12.9 percent and 2.6 percent, respectively.
Seven percent of customers indicated they were determined to participate in the yearly event at the beginning of the month, spurred on by intense in-store advertising.