Plant Based Food Growth Stalls After Rapid Expansion
Vegan Boom Loses Momentum as Market Reality Bites
The rapid expansion of the UK’s vegan and plant-based food market has lost momentum, with signs of contraction emerging across retail, investment and product launches, according to analysis reported by The Telegraph.
After several years of strong growth, driven by health, environmental and ethical messaging, demand for vegan products has softened as price sensitivity increases and consumer behaviour normalises. Retailers and manufacturers are reassessing ranges amid slower sales, margin pressure and growing competition for shelf space.
Industry observers suggest that while plant-based products will remain part of the food landscape, expectations of mass-market substitution for animal protein now appear overstated. The slowdown has prompted consolidation, product withdrawals and a sharper focus on profitability rather than growth at all costs.
The shift contrasts with continued resilience in traditional meat and dairy markets, where supply constraints and premium positioning have supported value, highlighting a widening divergence in protein category performance.
Source: The Telegraph | 14 January 2026
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