Veganism has experienced a rise in popularity over the past decade, but many companies are now pulling their vegan products from shelves. Despite more people switching to a plant-based diet, sales of vegan meat and dairy alternatives are declining. What’s behind this surprising trend, and is veganism really in decline? Let’s dive into the data and examine the reasons why major companies like Heinz and Greggs are discontinuing vegan products.

A Decline in Vegan Product Sales

Although the number of vegans has grown in the UK, sales of vegan alternatives have slumped. According to consumer intelligence company NIQ, sales of chilled and frozen meat substitutes dropped by 21% in 2024 compared to previous years. Google search data for terms like “veganism” and “vegan recipes” have also seen a steady decline since their peak in 2020. These indicators suggest that public interest in processed vegan food products has waned.

Rising Awareness of Ultra-Processed Foods

One of the reasons for the drop in demand may be growing awareness of ultra-processed foods (UPFs). Nutritionist Rhiannon Lambert points out that many vegan alternatives are heavily processed and contain high levels of sugar, salt, and fat. As consumers become more health-conscious, many are shifting away from processed foods, opting for whole foods like vegetables, legumes, and nuts.

The Price Problem

Cost is another factor contributing to the decline in vegan product sales. Plant-based alternatives are often more expensive than their meat and dairy counterparts. For example, a quick comparison at UK supermarkets reveals that vegan alternatives to sausages, burgers, and milk can cost up to one-third more than their animal-based equivalents. Megan d’Ardenne, a former vegan, noted that she was able to save significant amounts of money by switching back to non-vegan products.

Changing Culinary Trends

Culinary trends also play a role. Heinz, for instance, discontinued its vegan salad cream, citing “changing culinary tastes.” Greggs removed its vegan steak bake from shelves, while other brands such as Oatly and Nestle have scaled back their vegan offerings. The trend indicates that companies may have overestimated demand for processed vegan foods.

Is Veganism Really in Decline?

While vegan product sales are down, the number of people adopting a vegan lifestyle continues to rise. The shift in the market likely reflects a more health-conscious approach to veganism, with individuals avoiding processed alternatives in favor of whole foods. This trend may force companies to rethink their strategies and innovate healthier, affordable vegan options.

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