Veganism is on the rise in the UK. According to an article by fintech company Finder, an estimated 3.4 million UK adults were planning to follow a vegan diet this year, including an estimated 2.3 million people who were not vegan at the end of 2024.

The rise in the popularity of veganism has been put down to several factors, such as an increasing awareness of climate change and a growing health-conscious population.

The increased spending power of Gen Z could also be considered a contributing factor, as a study from clean economy group Trellis (formerly Green Biz) found 25% of Gen Z consumers were likely to adhere to a plant-based diet.

And with the increase in veganism has come an increase in brands solely catering to those following a vegan diet.

Whereas a few years ago the only viable option for those looking for meat alternatives was Quorn, consumers now have a variety of brands to choose from including Beyond Meat, This and Oatly.

Tom Stone, CEO of digital and creative agency Re:act says: “There’s been a massive marketing push behind plant-based brands over the last five or six years. It’s created a real buzz, drawing in early adopters and trialists keen to give it a go.”

Wander Bruijel, Chief Strategy Officer at consultancy Born Ugly added: “Marketing has certainly helped drive demand for plant-based foods, making it a desirable and present option for those looking to change what and how they eat. What marketing has yet to achieve, in my view, is to position plant-based food as a viable cuisine in its own right rather than an apologetic alternative to meat or meat-based derivatives.”

The Veganuary movement – which promotes following a vegan diet for the first month of the year – has also contributed to the diet’s increasing popularity, with many people choosing to follow a plant-based diet. But many will return to eating meat once the month has ended, which could lead to plant-based brands facing an erratic consumer base.

Stone explains: “Turning those trialists into regular buyers has been tricky. Performance for some brands has started to flatline, so the challenge now is keeping that initial momentum going and making plant-based options stick.”

Brands may also struggle due to a shift in perception about the impact of plant-based products on their health and the environment – factors that led many consumers to choose a plant-based diet in the first place.

One study from the University of São Paulo and Imperial College London, suggested that eating ultra-processed plant-based foods led to a 7% increase in the risk of developing cardiovascular disease.

Josh Tilley, strategy director for customer experience agency Initials CX, added: “Whilst consumer preference for plant-based food and beverages has been primarily driven by broadened awareness of the impact of meat and animal products on their health as well as the environment, that same health-consciousness has caused consumers to rethink those choices due to the ultra-processed aspect of many of those plant-based choices.”

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Oversaturation

Experts have also suggested plant-based brands may be struggling due to over-saturation of the market as availability far outstrips demand.

While the popularity of plant-based diets is increasing, they still make up only a tiny fraction of the market and there are an ever-increasing number of plant-based brands for consumers to choose from.

And plant-based brands don’t have to compete with just each other, they are facing growing competition from the wider market with brands such as Birdseye, and supermarkets such as M&S, launching their own plant-based offerings.

Brunijel explains: “The plant-based market has struggled in recent times and growth has started to mature and plateau. And the market has been inundated by brands trying to get in on the high-growth that preceded the current challenges the market faces. Today, we’re seeing a shift towards consolidation, with brands like VFC hoovering up other plant-based brands, for example.”

However Josh Pearce, creative director at sport, fitness and wellness creative agency Dark Horses, argues that plant-based brands aren’t struggling due to brand/product volume but due to the way the products are marketed.

He explained: “It isn’t necessarily that the market is saturated in terms of brand/product volume, but instead, it’s the way many of those products are being marketed. Plant-based brands too often fall into the challenger brand archetype, taking aim at big meat/dairy as their enemy, using humour and an anti-advertising, low-fi approach to create campaigns that punch above their budgetary weight. But it’s been done to death.”

He added: “Additionally, promoting an ‘us vs them’ attitude isn’t particularly helpful in converting plant-based sceptics into consumers. It can sometimes feel a bit like if you’re not in on the joke, you’re a part of the punchline.

“It’s important to remember that only 3% of the population identify as vegan, so don’t alienate the other 97%.  If you want the market to grow, your brand/product needs to feel accessible, and not a source of judgement if you dare to have cow’s milk in your latte. You’re asking people to fundamentally change the way they eat or drink – even if it’s just once, so you don’t need to be a dick about it.”

Strategy

It’s not all dire news for plant-based brands. Marketing experts have suggested that if plant-based brands can rebrand and change the way they are viewed by non-vegan consumers, they will have a better chance at succeeding.

Tilley explains: “If the plant-based alternative is a superior or equivalent substitute for existing choices, then you can spend your time talking product benefits.

“If the functional benefits are vague (at best), you’re bound to end up wasting your marketing oxygen allaying fears and crowbarring in occasions.”

Bruijel added: “What many plant-based companies and marketers have failed to do is to create uniquely distinctive and differentiated brands and really leverage the value that a brand can bring.

“The category is rife with shouty, preachy, functional, apologetic brands that all look and sound the same. This is natural for a category that has experienced such high growth in recent years. “

Mark Cuddigan, CEO of plant-based food brand THIS said: “When it comes to marketing plant-based brands, we’ve always believed in making people laugh while championing the incredible quality and taste of our products. No one wants to be guilt-tripped, so we focus on being bold, relatable, and giving food lovers a delicious reason to try something new.

“Trust and love from our customers has grown naturally as a result. From organising a funeral for bacon, to producing a Euros summer banger music video, to our latest THIS Changes Everything campaign, we love ideas that make us excited and a little scared – uncomfortable in the best way.”

Stone commented: “The brands that win are the ones that can slide into these moments effortlessly, making the swap feel easy and natural.”