The UK’s plant-based sector is stirring back to life. After several years of cooling momentum, the latest data from Nielsen shows that chilled plant-based food volumes grew by just under 1 per cent across UK supermarkets in the year to 28 December 2025, accelerating to 1.7 per cent over the past 12 weeks.
On the surface, the numbers are modest. But strategically, they are significant. This is the first clear sign of renewed growth since the post-lockdown slowdown — and the nature of that growth tells a deeper story about how British consumers are redefining plant-based eating.
From Hype to Habit
During the pandemic years, plant-based food reached its peak. Innovation was relentless. New meat-free burgers, sausages and ready meals flooded shelves. Trial was high. Curiosity was even higher.
But novelty is not the same as long-term behaviour.
As inflation tightened household budgets and consumers became more selective, many highly processed meat alternatives struggled. Shoppers began scrutinising ingredient lists, questioning value, and asking whether these products truly aligned with their health ambitions.
What we are seeing now is not a return to hype — but a shift to habit.
Retailers such as Tesco report strong growth in high-protein staples like tofu and tempeh (up over 10 per cent), alongside plant-based mince (up nearly 25 per cent) and snack formats such as falafels and mini sausages. This is not trend-driven experimentation; it is scratch cooking with intent.
Consumers want control.
The Rise of Veg-Led Scratch Cooking
A critical nuance in this recovery is the move towards whole-food plant proteins: beans, lentils, chickpeas, tofu and wholegrains. Rather than replacing meat with engineered replicas, shoppers are building meals around vegetables and natural protein sources.
This reflects three converging forces:
-
Health consciousness – Protein and fibre are now headline nutrients. Consumers want foods that are functional, not just fashionable.
-
Ingredient transparency – Clean labels matter. “No hidden nasties” is no longer marketing language; it is a purchase driver.
-
Economic pragmatism – Whole ingredients often offer better value than premium processed alternatives.
Brands aligned with this shift are benefiting. Gosh!, built around 100 per cent natural ingredients, reports volume growth of 6 per cent over the past 52 weeks, led by its Moroccan Falafel. The message is clear: simplicity sells.
A Structural, Not Cyclical, Change
The CEO of The Vegan Society described the figures as evidence that veganism remains in “good health”. Yet this resurgence is arguably bigger than veganism alone.
Today’s growth is not solely driven by strict vegans. It is being fuelled by flexitarians, health-focused families and cost-conscious shoppers integrating more plant-based meals into their weekly rotation. This broad base makes the recovery more resilient than the initial surge of the late 2010s.
Crucially, this phase of growth appears more mature. The first wave was driven by sustainability messaging and meat substitution. The second wave is being driven by personal wellbeing and everyday practicality.
That distinction matters for the trade.
What This Means for Retailers and Suppliers
For retailers, the opportunity lies not simply in expanding ranges but in curating smarter assortments:
-
Prioritise whole-food protein formats.
-
Focus on strong nutritional credentials.
-
Reduce duplication in highly processed SKUs.
-
Support scratch cooking through merchandising and cross-category inspiration.
For suppliers, reformulation and transparency are now non-negotiable. Long ingredient lists and ultra-processed perceptions are structural barriers. Products must justify their place on shelf with clear functional and health benefits.
This also suggests a shift in how plant-based should be marketed. The future messaging is less about “replacing meat” and more about “building better meals”.
The Long-Term Outlook
The modest 1–2 per cent growth recorded by Nielsen may not grab headlines in the way double-digit surges once did. But steady, sustainable growth built on genuine consumer behaviour is far more valuable than speculative spikes.
If the UK market is entering a new era of veg-led eating centred on protein, fibre and control, then plant-based is no longer a fad cycle. It is becoming embedded within mainstream dietary culture.
The green shoots being reported today may not resemble the explosive expansion of the past — but they may prove far more durable.
And for an industry that has weathered boom and correction, durability is exactly what was needed.