Tesco Says It’s In Its ‘Second Phase’ Of Plant-Based Growth

Tesco is experiencing a resurgence in demand for plant-based foods, with flexitarians driving up sales as they seek more control over their diets. Cate May, Tesco's plant-based food buyer, believes that plant-based food has been the biggest culinary trend of the century and that the initial drop in interest was to be expected after the novelty wore off. However, Tesco is now entering a "second phase" of plant-based growth, with whole cuts of plant-based meat becoming increasingly popular.

Despite a drop in sales in 2023 due to factors like the cost of living crisis, the plant-based meat industry is rebounding in 2024. Sales of vegan fish alternatives have increased by 100 percent, with plant-based steaks, "chicken" breasts, tofu, tempeh, and meat-free burgers also seeing rises in sales. A survey commissioned by Tesco found that more Britons are eating less meat and embracing a "flexitarian" way of eating, with a majority including more vegetables in their meals and making healthier choices by cooking from scratch.

In conclusion, Tesco is seeing a significant uptick in plant-based food sales as flexitarians drive demand for more plant-based options and healthier eating habits. The supermarket is observing a shift towards a more plant-focused diet across the UK, with sales increasing for a variety of plant-based products including vegan meats and dairy alternatives. The trend towards flexitarianism and plant-based eating looks set to continue as more consumers prioritize healthier and more sustainable food choices.