Meat Free Goes Mainstream, all year round

May 9, 2023

What’s new: The biggest Veganuary ever will have a lasting impact throughout 2023.

Why does it matter: Stocking vegan and vegetarian products not only makes good business sense, but it also allows retailers to have a positive impact environment.

Meat-free products are successfully overcoming several barriers to mass adoption:

Product – Many new innovations over the last few years have seen options that offer the same taste and texture as their non-vegan counterparts.

Place – With most consumers of vegan products also being meat-eaters, placing the products next to meat products is helping ensure they are not forgotten.

Promotion – 620,000 consumers signed up to the official Veganuary campaign in 2022.

Price – Often cited as a barrier, due to many meat-free products costing up to twice as much. Many brands have made progress, such as Co-op, who have priced matched all their GRO meat-free products to their meat counterparts.


Opportunity: If just one person in a household has specific dietary requirements, it's likely that the entire grocery shop will be done at a store that can meet those needs.

Opportunity: With the cost-of-living crisis, more people may be opting for takeaway-style meals from supermarkets, rather than ordering from a delivery app. This presents an opportunity for retailers to meet this demand with meat-free options.

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