Meat makes comeback as hungry Brits ditch stylish vegan diets for 2 main causes

Veganism might have had its day as masses of Brits are opting to return to a diet consisting of meat. Around a fifth of 18-24-year-olds ate more meat than they did last year

Meat is making a comeback as hordes of hungry Brits ditch trendy vegan diets and return to their beloved bangers and burgers.

Experts reckon the cost-of-living crisis is behind the move, with expensive meat-free alternatives being snubbed in favour of protein-packed staples like sausages and steaks.

Anxious foodies have also become more “aware of the downsides of vegan food, especially the mass-produced, ultra-processed versions”.

And it’s youngsters leading the charge, with around a fifth of those aged 18 to 24 saying they increased their meat intake last year, compared with 16% who reduced it.

Industry journal The Grocer said that ‘Veganuary’, first launched in 2014, was “muted” this year, suggesting fewer people were interested in dabbling in the diet.

Sales of meat-free alternatives have also flopped, with global market research firm NIQ finding there was a fall of 16.8% in chilled meat alternatives from 2022 to 2023, and a further fall of 21% in chilled and frozen meat alternatives the year after.

Katrina Bishop, at NIQ, said in total the meat-free category has experienced a £37.1million reduction in sales.

She said: “Meat-free alternative products are known to be more expensive.”

Plant-based manufacturer Beyond Meat, backed by celebrities including Bill Gates and Kim Kardashian, has seen its share price tank since its peak in 2019, and Pret A Manger has now closed or converted its Veggie Pret outlets.

Last year singer Lizzo described herself as a “former vegan” after visiting Japan, which convinced her that a diet featuring animal proteins was healthier.

Clive Black, retail analyst at investment group Shore Capital, said most meat-alternatives taste “absolutely crap”, adding: “We’ve dabbled with craziness and come back to common sense.

“The complexity of alternative proteins is immense compared to the simplicity of natural meat proteins. It masqueraded as something that’s good for the environment, animals and you, but it’s actually the opposite of a holy trinity — it’s a holy nightmare”.

Hamish Renton, CEO of food and drink consultancy HRA Global added: “The party is most definitely over. We had the boom, now this is the correction. Food has always been a fashion, and this is a prime example.”

The Vegan Society has been contacted for comment.

Bangers and burgers making comeback as hordes of hungry Brits ditch trendy vegan diets

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