A survey commissioned by Global Knives has found that 1 in 4 British households intend to serve an alternative to turkey this Christmas, with those aged between 26 and 35 the most likely to make the switch.
In some regions, the trend away from turkey is even more significant, with 50% of respondents in Portsmouth, 38% in York, and 33% in Cambridge saying they will opt for an alternative. It is not clear what percentage of these alternatives will be plant-based; however, a recent Tesco survey found that over 27% of respondents will serve or consider prioritising meat-free options this Christmas, supporting the idea that many consumers plan to avoid animal products.
Vegetable-based festive dishes
Tesco notes that plant-based shoppers are increasingly turning to veg-led options rather than meat alternatives; these foods now represent 40% of its plant-based sales, with almost 600,000 more veg-led dishes sold this year than in 2023. Consequently, the retailer says it is focusing on vegetable-based centrepieces for its 2024 Christmas range.
Meanwhile, the Global Knives survey illustrates Brits’ love of vegetable-based side dishes, with roast potatoes found to be the most popular trimming for 54% of respondents. 24% placed Brussels sprouts in their top five, while 19% chose parsnips and 12% selected carrots.
“Growing appetite from plant-based shoppers”
There has been an increasing trend towards plant-based Christmas food in the UK for several years; a survey conducted in 2020 found that 20% of respondents planned to cook a vegan-friendly Christmas meal, while 39% would be considering vegan alternatives for the first time. Last year, research found that sales of frozen vegan products were likely to grow by over 40% in the lead-up to Christmas, reaching almost £2 million over the festive season.
However, not everyone is willing to cater to vegan friends and relatives at Christmas — Asda figures from 2023 found that 29% of people were apprehensive about cooking a vegan-friendly Christmas dinner, while 75% of vegans felt compelled to bring their own main dish to celebrations.
“The plant-based revolution is so far the biggest food trend to have taken place this century and right now, with chefs in this space creating and celebrating the diversity and deliciousness of plants, it is piquing the interest of plant-curious consumers,” says Tesco Plant-based Product Development Manager Fay Hasnip. “There is a growing appetite from plant-based shoppers to try products that are plant-rich, as well as from flexitarians now wanting to take more control over what they eat whilst continuing to reduce their meat intake.”
