New YouGov data shows the popularity of plant-based foods continues
18 December 2025 – New YouGov research* commissioned by Veganuary reveals that over a third (37%) of UK adults plan to buy plant-based products in January 2026, highlighting that shoppers are actively seeking vegan options as part of their New Year habits.
Veganuary, the global non-profit organisation inspiring people to try vegan for January and beyond, is proving once again that the annual campaign is a powerful driver of consumer behaviour change and a major sales window for retailers.
The data also points to an evolving plant-based market in which customers are looking for products which balance convenience and health. According to the YouGov poll, nearly one in three (32%) prefer whole food options such as beans, lentils, tofu and tempeh, while almost one-quarter (23%) enjoy both whole foods and plant-based meat alternatives equally.
Whole food staples like tofu and tempeh are experiencing rapid growth in the UK. According to The Grocer, tofu sales have increased by 15.3% year-on-year, while tempeh is one of the fastest-rising categories in the meat-free category.
Tiba Tempeh reported a 736% sales increase and Better Nature has grown by 128% in the same period, both driven by strong consumer interest and backed by over £1m in new investment. For brands and retailers, Veganuary is an opportunity to reach new customers who are inspired to try new products and experiment with whole food ingredients during January.
While Veganuary acts as a launchpad for new products, the impact extends far beyond January. In 2025, over 1,480 new vegan products and menu items launched globally during January, many of which became permanent fixtures.
Popular launches over the years include the Greggs sausage roll, McDonald’s McPlant and Burger King’s Plant-Based Whopper. Official surveys of Veganuary participants** consistently show that around 80% of respondents plan to permanently reduce their consumption of animal products after taking part, showing strong long-term engagement with plant-based lifestyles.
Wendy Matthews, Veganuary CEO, says:
“Veganuary continues to inspire millions to try plant-based foods each year and remains a key sales window for retailers, brands and foodservice businesses. Participating in Veganuary gives businesses an exciting opportunity to tap into this exciting market, cater to new ethically minded and climate-conscious customers, and adapt to changing consumer habits.”
We encourage all businesses to make the most of this exciting marketing opportunity by downloading the free Veganuary Business Support Toolkit for inspiration and advice.
Notes to editors:
*All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 2152 adults. Fieldwork was undertaken between 24th – 27th October 2025. The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 18+).
**The Official Veganuary Participant Survey 2025 was sent to participants who opted to receive Veganuary’s support through our 31-day tailored email series. At the end of the 31 days, we asked them about their experience. 10,818 people responded. Read more about the survey results here.
Veganuary is free to join, and people can take part at veganuary.com to receive our meal plans, Celebrity eCookbook, the Official Veganuary Starter Kit and 31 daily emails packed with nutritional info, delicious recipes, more meal plans and helpful advice.
