Vegan Product Launches in the UK Increased 200% in 2018

New research shows that UK has become the world leader in plant-based food launches. Vegan product launches increased 200 percent last year, double the number of products launched in 2015. According to market research firm Mintel[1], 16 percent (one in six) of food products launched in the UK last year were free from animal ingredients.

Germany’s plant-based food market, which accounted for 15 percent[2] of food launches between July 2017 and June 2018, dropped to 13 percent.

Flexitarianism on the Rise in the UK

The report also revealed that more Brits are taking a flexitarian[3] approach to meat consumption, with 34 percent reporting that they ate less meat, up from 28 percent in 2017. Thirty-one percent of British consumers believe that recent news coverage, such reports on the environmental impact[4] of animal products, have made compelling arguments for giving up meat. “For a number of years Germany[5] led the world for launches of vegan products.

However, 2018 saw the UK take the helm,” said Edward Bergen, global food and drinks analyst at Mintel, in a statement. “Germany has certainly plateaued, likely driven by a flooded market with little room to grow further. The UK, by contrast, has seen a huge promotion of vegan choices in restaurants and supermarkets.” The increased availability of vegan options across the nation may have inspired more Brits to try a plant-based diet.

Restaurant options in the UK have increased by 237 percent over the past year and nearly 3 million have pledged to ditch some animal-based food for Veganuary. However, there is room for improvement; 39 percent of British consumers said they find vegan meals to be “boring and overpriced.”[6][7][8] “The most poignant of these is the expansion of supermarket own-label options with dedicated vegan ranges in mainstream stores,” Bergen continued. “Additional space is also being freed up by UK supermarkets in the on-the-go aisles and small format stores to help promote vegan food and drink, making it easier for meat-eating consumers to try these new concepts out.”

Early last year, Tesco, the nation’s leading supermarket, launched Wicked Kitchen[9], its own-brand range of vegan ready meals. Within months, the brand exceeded sales expectations, and Tesco more than doubled the range. Waitrose[10], Morrisons[11], Iceland[12], and Sainsbury’s[13] have followed in Tesco’s lead by launching own-brand vegan products and most supermarkets have adopted clear labelling[14] for plant-based products. “Moreover, consumers are becoming more willing than ever to expand their comfort zones, push themselves to the limit with new experiences and use social media[15] to compete with and offer inspiration to their peers,” Bergen added.

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Article Name Vegan Product Launches in the UK Increased 200% in 2018

Description Vegan product launches in the UK increased by 200 percent last year, according to a new report from research firm Mintel; restaurants and supermarkets alike are increasing options. Author

Kat Smith Publisher Name LIVEKINDLY

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  1. ^ Mintel (
  2. ^ 15 percent (
  3. ^ flexitarian (
  4. ^ environmental impact (
  5. ^ Germany (
  6. ^ 237 percent (
  7. ^ 3 million (
  8. ^ vegan meals (
  9. ^ Wicked Kitchen (
  10. ^ Waitrose (
  11. ^ Morrisons (
  12. ^ Iceland (
  13. ^ Sainsbury’s (
  14. ^ labelling (
  15. ^ social media (
  16. ^ CLUBKINDLY (

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