A new study from the University of Surrey has found that cravings for meat in the UK have not been affected by a campaign for plant-based alternatives.

The study looked at UK supermarket sales during the vegetarian period and found that average weekly plant-based food sales increased by 57%, but there was no corresponding decline in meat sales.

The study monitored the sales of plant-based and meat products in January 2021 and compared the figures to sales before and after his Vegetarian campaign in November 2020, February 2021 and March 2021.

Joanna Trewern, lead author of the study from the University of Surrey, said:

“Our research shows that while retail campaigns are driving sales of plant-based products, we are still seeing large-scale meat alternatives that are key to making progress towards healthy and sustainable diets.”

“Retailers play a key role in introducing consumers to healthier and more sustainable diets. It’s great to see them taking action, but more needs to be done to reduce our dependence on meat and dairy.”

The increase in sales of plant-based products was most pronounced in supermarkets and low-income areas, suggesting that retailers’ efforts to make plant-based products more affordable have paid off.

Recent figures show that meat consumption by UK citizens is well above the UK government’s recommendations, and the National Food Strategy aims to achieve nationally recommends reducing meat consumption by at least 30%.

Joanna Trewan commented, “To fully meet the UK’s climate change goals, governments, food companies, civil society, scientists and medical professionals urgently need to work together to implement action plans and policies that will bring about rapid and lasting change.”

Source: Eurekalert