From veganfoodandliving.com
British consumers are swapping ultra-processed fake meats for whole plant foods like lentils, beans and tempeh to cut costs and boost health
Brits are turning their backs on heavily processed fake meats and embracing humble legumes, driving a significant change in UK eating habits. This is demonstrated in data from NielsenIQ, analysed by climate advocacy group Madre Brava.
According to the group’s Britain Backs Beans report, vegan imitation meat products saw a 4.3 per cent reduction in sales for the first half of this year, compared with the same period in 2025.
But this doesn’t mean that interest in plant-based foods is declining overall. In fact, the data also showed a growing appetite for nutrient-dense, whole ingredients, with sales of whole plant proteins, including beans, pulses, tofu, and tempeh, growing by 7.3 per cent in volume during the first half of 2026.
Lentils saw the biggest leap for dried legumes with a 23 per cent increase in unit sales, while canned and jarred butter beans saw an impressive 30.3 per cent jump.
Household budgets are thought to play a role in this change as plant proteins remain a cost-effective option over meat, especially when it comes to dried or canned legumes.
The report showed that UK shoppers bought more of nearly every kind of bean this year. Source: NielsenIQ/Madre Brava
Why UK shoppers are swapping fake meat for whole plant foods
It’s not just about price; the urge to cut down on ultra-processed foods (UPFs) also contributed to the 4.3 per cent drop in volume sales for imitation meats (those made from textured wheat, pea, or soy protein).
While shoppers are increasingly seeking out clean labels and natural ingredients, this hasn’t left all name-brand vegan products in the dust. Mycoprotein brand Quorn bucked the trend, seeing unit sales rise by 2.4 per cent following targeted reformulations to remove additives from its range.
Meanwhile, gourmet brands like the Bold Bean Co have bolstered the reputation of the humble bean, driving a 30.3 per cent increase in canned and jarred butter bean sales.
“[We’re] on a mission to make people obsessed with beans,” said Bold Bean Co’s Head of Category + Strategic Projects, Beth Latham. She celebrated how the more premium bean products have “reshaped how consumers think about beans, proving they are delicious and can be the hero of a meal.”
By sharing hundreds of mouth-watering bean-centric recipes on social media, the brand has inspired a more positive perception of beans. And it appears to have paid off, with the brand reporting that one in three of its customers are new to the category.
Retailers driving the increase in UK bean sales
A total of 29 brands and supermarkets have stepped up to support the shift towards whole plant foods by joining the Food Foundation’s ‘Bang in Some Beans’ campaign.
Sainsbury’s, M&S, and Lidl are among the supermarkets that have made commitments through the scheme, pledging to actively promote legume consumption.
Speaking on the trend, Chloe MacKean, food business transformation manager at the Food Foundation, said: “We aren’t surprised to see the rise in bean sales. Beans are a triple win for health, sustainability and our wallets.
“They are a healthy and affordable protein source, high in fibre and emit far fewer greenhouse gas emissions than animal protein.”
Let legumes into your life with our best vegan bean recipes
https://www.veganfoodandliving.com/news/british-shoppers-ditch-fake-meat-uk-bean-sales/
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