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It’s that time of year when we all commit to giving up or taking on new challenges and many of these are related to our diet, health and wellbeing. In fact, almost half the UK population is feeling v-curious, with Co-op’s latest research revealing 48% saying they could be inspired to become vegan. Hundreds of thousands are also set to take part in the seventh Veganuary by adopting a plant-based diet for the month January.
Reducing meat consumption is a growing priority for a fifth of the country (21%), and beats typical New Year resolutions such as cutting back on the booze (20%) or carbohydrates (18%). So, it’s no surprise that January provides the perfect opportunity to try meat and dairy-free options, with 40% saying they want to eat more fruit and vegetables.
It’s a trend that’s been on the rise for some time. Exclusive research from the Co-op’s Ethical Consumerism report* reveals that the market has topped £1BN for the first time and has more than doubled in the last 20 years. The Co-op has also seen a 12 per cent growth in vegetarian product sales and a 14 per cent increase in non-dairy milk alternatives.
Aston spoke to Katharine Shipley, head of innovation at co-op to discuss how to embrace veganism, whether it’s total commitment or trying some meat/dairy-free alternatives.