Plant-based: not just for January

Bryony Perkins

We asked shoppers about their participation in Veganuary (including trialing vegetarian and flexitarian diets) in Mid-January and again at the end of January. In this report, we explore:

  • What caused shoppers to fall off the Veganuary wagon
  • Why Veganuary never started for some
  • What is driving year-round demand for plant-based products

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