The organization says that 'plant-based meal occasions' (i.e. a main meal where animal products are present) have grown 37 percent in the last four years and are now eaten by 10 percent of the population.
These consumers are 'very engaged with the lifestyle', according to Kantar, which added: "[They] are choosing to eat plant-based meals three times a week, on average. As this group of consumers grows, it is important to consider the motivations of the consumer. Crucially, most plant-based consumers are not vegans but those who are choosing to somewhat reduce their meat and dairy intake."
"We're seeing increasing demand for plant-based products, and with the unstoppable rise of 'flexitarianism' in the UK, we are exploring further ways to make popular meat-free options more accessible," Rosie Bambaji, plant-based buyer at Sainsbury's, said in a statement.
"We hope that this trial will make our customer’s shopping experience even more seamless, and we’re looking forward to hearing their feedback."