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."
Disclaimer: The opinions expressed in this article are prepared in the author's capacity and do not necessarily reflect the views and opinions of Plant Based News itself.Reuse this content
Maria is the Editor of Plant Based News. A former magazine editor, newspaper reporter, and features writer, her work has been published by The Guardian, The Huffington Post, and various regional newspapers. She was previously the editor of Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle. You can follow her on Twitter @MariaChiorando and Instagram @mariachiorando.
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