New study finds vegan meals cost 40% less than meat/fish

 Kantar data shows plant-based eating saves people time and money, Veganuary develops budget vegan meal plan featuring meals at less than $1.40 per serving 

15th December, 2020 – With Veganuary 2021 just a few weeks away, research released today suggests that people signing-up to try vegan for January can save money on their grocery bill and spend less time cooking. Findings from a new Kantar study commissioned by Veganuary show that, on average, plant-based meals eaten at home cost 40% less than meat/fish-based meals and take one-third less time to prepare. In addition to these savings, people who go vegan for January can plan on saving big with promotions and resources from Albertsons, Hellmann’s, Aveda, Mendocino FarmsFollow Your Heart, and many more throughout the month in collaboration with Veganuary.

Data from Kantar’s usage panel which records online weekly meal diaries from around 11,000 people in Britain showed that for the 52 weeks ending August 2020. Please note that this study was conducted in the United Kingdom, but for ease of reference, prices have been listed in USD below:  

  • A main meal (lunch/dinner) containing meat, fish or poultry costs, on average, £1.77 ($2.36) per person whereas a plant-based main meal costs 40% less at just £1.06 per person ($1.41). This is a saving of 71p ($0.94) per person per meal. The cost savings are seen fairly equally across lunch and dinner  
  • A meat/fish-based lunch takes 18.9 minutes to prepare, on average, whereas a plant-based lunch is 37% quicker at only 12 minutes  
  • A meat/fish-based dinner takes 37.5 minutes to prepare, on average, whereas a plant-based dinner is 32% quicker at just 25.4 minutes  

Analysis of Kantar’s shopper panel which continuously tracks purchases from 30,000 British households revealed that for the 52 weeks ending 06 September 2020:

  • Vegan households spend 8% less per grocery trip, on average, than non-vegan households of a similar size. The average vegan shopping basket costs £16.47 ($21.95) while the average non-vegan basket is £17.91 ($23.87) 
  • Only 3.7% of all vegan household spend on food and drink goes on meat substitutes  

In an effort to support affordable and healthy eating throughout January, Veganuary researched and developed a budget vegan meal plan based on prices from Kroger. Prices for each individual meal fall below $1.40 per serving.

“The Covid pandemic has sparked a huge increase in people interested in trying a plant-based diet – whether for their health or the health of our planet – but it has also sadly caused economic loss for many.  

This new study shows that people can protect their health, the planet, and their wallets with a plant-based diet,” said Wendy Matthews, Veganuary’s US Director. “While the data is UK-specific, Americans can eat vegan on a budget as well with the support of Veganuary’s Budget Meal Plan. The ingredients for each meal listed come in under $1.40 per serving, the amount the average American on SNAP benefits receives per meal. While some plant-based meat and dairy substitutes carry a premium, this study shows they are only a small part of a typical vegan diet and overall eating plants costs less – another great reason to try vegan this January!”  

More than 400,000 people from 192 countries took part in Veganuary last year, including rock legends Brian May and Meat Loaf. The goal this year is a global total of 500,000 sign-ups through the Veganuary website alone. It is thought that 10 times more people take part in Veganuary than sign up on the website, coining the term the ‘Veganuary Effect’. 


Jessie Lingenfelter, US Media, Veganuary

E: [email protected]  

T: 803-730-2869 

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