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Covid effect on plant-based food

Vegan meals now account for one in eight meals we prepare at home, according to Kantar’s panel data. This equates to an additional 350 million plates of food that are now vegan-friendly, compared to five years ago.

The consumer research company says 11% of adults in Britain (six million people) agree with the statement ‘I prefer vegan food and drink’ and this has remained relatively static over the past five years.

It is important to note that the rise in the consumption of plant-based meals is not driven solely by vegans.

Millennial consumers are a key demographic – 36% of vegans are aged 25-34. While young females are another significant target group for veganism, plant-based meals are eaten by a far broader demographic and one representative of the wider population.

Meanwhile, Mintel believes Covid-19 has created new momentum for plant-based food and drink. Whether for health or safety concerns, some consumers see the virus as a reason to reduce consumption of meat, poultry, dairy and other animal products. In the UK, over a third of consumers claim that the pandemic proves that humans need to eat fewer animals.

This appeal is not expected to subside as Covid-19 becomes less of a factor on European lives. Nearly a quarter of Germans have resolved to eat fewer animal products once the pandemic subsides. Younger generations, in particular, are interested in meat and plant alternatives.

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