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

Plant-based eating can save people money and time according to Kantar data

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.

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:

  • A main meal (lunch/dinner) containing meat, fish or poultry costs, on average, £1.77 per person whereas a plant-based main meal costs 40% less at just £1.06 per person. This is a saving of 71p 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 while the average non-vegan basket is £17.91
  • Only 3.7% of all vegan household spend on food and drink goes on meat substitutes

Veganuary’s new budget vegan meal plan is here.

Cost of Vegan Diet Infographic - Veganuary

Toni Vernelli, Veganuary’s Head of Communications, says: “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 pocketbook with a plant-based diet.”

She added, “Those of us who’ve been eating vegan for years know that it’s great value, yet somehow the myth has persisted that veganism is expensive and out of reach for some people. We now have the data to dispel this outdated idea once and for all. 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. Now the charity is expanding its efforts by launching programmes in two new countries, Brazil and Argentina, and its first French language pledge – building on the campaigns already established in the UK, US, Germany and Chile. The goal this year is a global total of 500,000 sign-ups through the Veganuary website alone!


Toni Vernelli, International Head of Communications

E: [email protected]

T: 07505 866 548

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