More determined Brits swapped to a vegan diet this January reveals Ocado, as Melissa’s dominate Veganuary purchases – Retail Times


Ocado Retail, the fastest-growing grocer in the UK, reveals the latest meat and dairy free shopping trends as more Brits turn to a vegan diet.

According to the latest data from, more consumers than ever decided to try ‘Veganuary’ this year, as sales of general vegan products (as a % of total sales) increased by 34% compared to last January. As Brits challenged themselves to change up their diet, many swapped basket staples with non-dairy cheese sales increasing by 24%, non-dairy milk by 51% and egg alternatives by 58% all in comparison to January 2021. What’s more, sales of Dairy milk declined by 9% in January compared to December with growing numbers of consumers experimenting with innovative alternatives, such as DUG’s barista potato milk and Lilk’s oat, coconut and quinoa blend.

Exploring shopper behavior in more detail, sales of vegan products peaked on Monday 17th January. It appears determined Brits became less likely to cook throughout January, as sales of vegan meals increased by 14% in the last week compared to the first, fruit and veg sales fell by 5% across the same period. To satisfy growing consumers cravings also turned to more meat alternatives such as Meatless Farm’s plant based chicken breasts, and sales of vegan burgers increased by 13% comparatively. As New Year health kicks began to wane, sales of vegan confectionery peaked on Tuesday 25th January with non-dairy ice cream increasing by 28% and vegan confectionery by 29%.

So, who was driving the change? Melissa’s bought the most vegan products per order in January, and their favorite alternative meats were Tofoo Tofu & Richmond meat free sausages. Hot on their heels were Adam’s, Emily’s Alice’s and Rebecca’s. What’s more, Brighton had the highest number of vegan purchases per order in January, followed closely by Norwich, East London & Manchester, with the North East buying the fewest vegan products.

Laura Harricks, chief customer officer at Ocado Retail, says: “Being the UK’s only pure play online grocery retailer means that we have real-time insight into what our customers are looking for. With Brits looking to eat more sustainably, the growth of the Veganuary trend emphasises appetite to embrace an alternative diet. With thousands of vegan products available on, and a wider range than any other supermarket, we’re always on hand to support the nation’s dietary preferences, in January and beyond!”

Leave a Comment