Tesco Reports Plant-Based Growth as Shoppers Choose Fresh Veg Options
WHO: Tesco
WHAT: Returning growth in the plant-based category driven by "veg-led" ingredients.
WHERE: Across all UK Tesco stores and the wider retail market.
WHEN: Data released February 2026.
WHY: Consumers are moving away from ultra-processed meat mimics towards whole-food proteins.
A surge in veg-led-cooking-growth has put plant-based food back in the green after years of decline.
The Rise of Veg-Led-Cooking-Growth
Tesco has identified a major shift in how Britons approach meat-free diets. Volume demand for chilled plant-based food grew by 1.7 per cent in the last 12 weeks. This marks the first sustained recovery for the sector since the post-lockdown slump.
Shoppers are now being more selective about health and ingredients. Demand for plant-based mince has jumped by nearly 25 per cent this year. Natural protein sources like tofu, tempeh, and seitan have also seen a 12 per cent boost.
Ditching Processed Fakes for Whole Foods
Tesco plant-based buyer Bethan Jones says we are seeing "green shoots of recovery." Shoppers are placing long-term wellbeing at the centre of their choices. They prefer to control their own recipes rather than buying ready-made meat alternatives.
The "veg-led" trend focuses on dishes where vegetables are the main star. Nielsen data shows that chilled plant-based demand grew across all UK supermarkets recently. Natural brands like Gosh! have seen volume growth of 6 per cent for items like falafel.
The Vegan Society welcomed the figures as a sign that the lifestyle is "in good health." Experts suggest that cost-of-living pressures are also driving the move toward versatile staples. Ingredients like beans and pulses are often cheaper than premium branded meat mimics.
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