Britons Are Buying Less Fake Meat, But More Beans And Tofu

Britons are shifting away from buying fake meat and towards purchasing more beans and tofu, according to recent retail data analysis. Madre Brava's Britain Backs Beans report found that unit sales of plant-based alternatives like beans, pulses, tofu, and tempeh have increased significantly in the first half of 2026 compared to the same period in 2025. Sales of dried beans, peas, and lentils have risen by 16.7 percent, while meat-free products made with vegetables and pulses grew by 24.6 percent.

The report also notes that shoppers are not abandoning plant-based proteins but are instead opting for simpler, higher-fibre foods that offer health benefits and are more cost-effective. This shift in consumer behavior indicates a growing preference for plant-based alternatives that are both nutritious and affordable, with a focus on taste and health benefits driving purchasing decisions.