The plant-based food sector is at a turning point. While consumer interest in meat alternatives remains high, the latest Consumer Horizon Report from Vypr reveals opportunities for UK brands and retailers to drive significant growth. The report shows that strategies need to shift to connect with a broader, and more complex, customer base now emerging.
Through analysing the behaviours and attitudes of over 2,000 UK consumers, the research identifies two key groups; ‘Open Omnivores’ and ‘Active Meat Reducers’. Together these groups represent nearly two-thirds (62%) of the population. They are both open to incorporating plant-based products into their diets but face different barriers to adoption.
Active Meat Reducers are those who are consciously cutting down on meat consumption. They are already generating steady revenues in the category as they are more familiar with plant-based brands and products. Their primary motivators include animal welfare and health benefits, particularly among women over 25 and men aged 25–34 respectively.
In contrast, Open Omnivores are a less committed but potentially vast group. However, they have little knowledge of plant-based options and are less likely to recognise common products, let alone brands. While they may be open to trying meat alternatives, their perceptions are often negative, with many describing plant-based as bland or overly processed.
Despite high openness to purchase, 89% of consumers reported at least one barrier to buying plant-based foods. The top concerns were high processing levels (37%) and perceived poor taste or texture (36%).
Older consumers were particularly sceptical: men aged 65+ are 2.6 times more likely to reject a plant-based product than younger men, and women aged 55–64 were the most concerned about processing. Meanwhile, a quarter of all respondents cited price as a deterrent, often perceiving plant-based foods as too expensive for what they are.
According to just under one in four (24%) people, the question of lab-grown ingredients is the fourth largest barrier. Women aged 45 or older are 1.4 times more likely to be put off by this. Meanwhile, men under the age of 34 are 1.3 times more likely to be concerned about plant-based foods’ nutritional value and protein content compared to the population average. This group of younger men is also 1.7 times more likely to shun plant-based products because of concerns about shelf life and storage.
Ben Davies, founder of product intelligence platform Vypr, said: “Some of consumers’ concerns are perception issues and others are real product development challenges. Brands often market to all flexitarians as one group. But these two audiences have distinct awareness levels, motivations, and concerns. One group needs education and inspiration; the other is looking for better quality, less processed choices.
“Brands that succeed in this space won’t be the ones shouting the loudest about being vegan. They’ll be the ones who offer clarity for the two audience groups and take on board feedback about improving taste, simplifying labels or reducing processing.”
The new report offers clear actions for brands and retailers and can be viewed and downloaded here: https://vyprclients.com/consumer-horizon-insights-shaping-the-industry-may-2025-report
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