UK supermarket chain Tesco has reported rising volume demand for plant-based food after a “slight dip” in sales last year.

The retailer reported that sales of fish alternatives were up by 100% over the past three months, versus the prior year period. Tofu and tempeh were up by around 20%, as well as plant-based steaks and chicken breasts, while meat-free burgers were up 10%.

In a press statement announcing the sales surge, Tesco attributed the increasing interest in plant-based to a move towards cooking from scratch, with plant-based food consumers diversifying their taste and understanding the versatility of plant-based ingredients, including vegetables, tofu, beans and pulses, and meat alternatives.

A recent success for the supermarket was the January 2024 launch of meat-free steak brand Juicy Marbles, which replicates the taste and texture of beef steaks with its flagship thick-cut fillet product. According to Tesco’s data, it sold 100,000 meat-free steaks in the lead-up to Valentine’s Day – an unprecedented number for that occasion.

Cate May, buyer for plant-based food at Tesco, said: “Plant-based food has been the biggest culinary trend so far this century and attracted interest from vegans, vegetarians and meat-eaters alike who were curious as to what the fuss was all about”.

She added: “That initial level of interest was inevitably going to drop off slightly, but what we are seeing is phase two of that revolution with flexitarians now wanting to take more control over what they eat, whilst continuing to reduce their meat intake”.

May explained that awareness is also beginning to increase around the health benefits of making diet swaps, such as reducing saturated fat while maintaining high protein levels by increasing the consumption of plant-based foods.

Research undertaken by OnePoll in December 2023 surveyed 2,000 adults in the UK and found that almost half (46%) of the respondents eat more vegetables than they did five years ago.

The survey also found that 47% have deliberately introduced more vegetables to their plates, citing efforts to be healthier (82%), saving money (22%) and reducing environmental impact (25%) as primary reasons.

In addition to the Juicy Marbles launch, Tesco diversified its own-brand Plant Chef range this January to cater to growing demand for meat-free meal options. New offerings included frozen and chilled convenience products, including ‘No-Beef Meatballs’ and a ‘Meat-Free Spaghetti Bolognese’ ready meal.

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