Almost half of the UK population (44%) would consider trying a plant-based product because of the positive health benefits, according to new research conducted by Product of the Year, the UK’s biggest survey of product innovation.
Conducted online last month, UK consumers were asked to identify factors that would encourage them to try a plant-based product with 31% citing cost as a determining factor (the second most popular response after health benefits) with one in four (25%) identifying environmental factors.
With people playing closer attention to their diet during (and post) lockdown and increasingly adopting ‘flexitarian’ diets, the sales of plant-based products have soared. Recent stats from Kantar showed an 87% increase in plant-based product sales, buoyed by the success of initiatives such as Veganuary.
Helga Slater, MD of Product of the Year commented: “Over the past few years we have seen more and more plant-based products win Product of the Year awards, with Richmond meat-free sausages taking top honours last year. And with a particular focus on health and wellbeing we predict increased levels of innovation in the sector with more plant-based products picking up awards in 2021.”
