More than a third of British meat-eaters are buying specialist vegan and vegetarian products, according to new data from supermarket shopping app Ubamarket.
According to Ubamarket, this represents 18.97 million GB consumers.
The organization says there 'has been a big trend towards meat alternatives over the past few years' citing environmental, animal welfare, and health reasons as motivations.
'Vegan and vegetarian lifestyles'
"The ever-increasing popularity of living 'meat-free' lifestyles shows that supermarkets should adapt to the increase in demand for vegetarian and vegan products," Will Broome, CEO and Founder of Ubamarket, said in a statement sent to Plant Based News.
"Meat-free diets can be welcomed into the mainstream by incorporating products into the general layout of a store rather than relegating them to a few shelves in the corner. Our research has consistently shown that shoppers find it difficult to locate specialty items in-store, leading to frustration and confusion.
"The importance of having systems in place that grant freedom for shoppers to make their own dietary decisions has never been more apparent. With easier ways to identify important allergens and ingredients on labels, more convenient store layouts and a smoother shopping format, consumers will be able to subscribe to alternative diets with ease."
Explaining the factors behind the spike in sales this year, President of Dining Alliance, Christina Donahue, said: "Simply put, the food has gotten better. Both Beyond Meat and the Impossible Burger have dramatically increased the quality and taste of meat substitutes to the point that they are products that restaurants feel comfortable serving.
"Restaurants are realizing that in order to compete for the segment of the market that doesn't want to eat meat, they must do more than simply offer a variety of salads on their menu. Consumers want more options."