Are half of UK customers veggies-in-waiting?

The research questioned 1000 people aged 18-65 and 51% said that they would consider switching part of their meat consumption to non-meat substitutes.

Appinio, the global research firm, said that analysts now predict the plant-based food market to increase by 11.9% by 2027.

It pointed out that supermarkets are offering more shelf space to plant-based brands, such as Linda McCartney, Naked Glory and Green Cuisine.

Almost two-thirds (64%) of those surveyed said they have bought plant-based food items in the last year (25-34 year-olds being the most likely).

The main reasons why were interest about how it would taste and the belief the food was healthier.

These reasons were followed by environmental worries and concerns around animal welfare.

The most popular purchases were plant-based meat substitutes and plant-based milks.

The least likely age group to have purchased a plant-based food item in the last year are those between 55 and 65.

Those who chose not to eat plant-based foods gave taste, price and texture ranked the most common reasons.

Jacqueline Junke, UK market lead at Appinio, said: “We’ve identified the plant-based and cultured food industry as a key one to monitor consumer behaviour in.

“We’re seeing huge advancements in this area, made evident by the growth opportunities big global food brands are capitalising on and the emergence of many new brands in this space.

“Combining health and environmental concerns, we were keen to see the attitudes amongst Brits and were not surprised to see such high numbers considering switching parts of their diet to plant-based alternatives, often with the belief it is healthier.

“It will be interesting to see how quickly these sentiments change and, as people become more educated on the topics, whether they make the decision to change what they purchase and consume on a permanent basis.”