More vegan products, the same amount of meat

Researchers say supermarkets “play an important role” in encouraging consumers to choose plant-based foods.

What is more, during Veganuary 2021 the researchers at the University of Surrey discovered: while the average weekly sales of plant-based foods increased by 57%, meat sales did not show a corresponding decrease, even if campaigns by retailers can increase plant-based food sales. According to experts, the increase in the sales of plant-based foods is only partially justified by the strengthening vegan trend. They think the real reason is that more and more people think of themselves as flexitarians. //

This article is available for reading in Trade magazin 2022.12-01.