In recent years, veganism and plant-based eating have surged in popularity across the UK. Supermarkets stocked aisles with meat alternatives, and restaurants added vegan dishes to their menus, catering not only to vegans but also to the growing number of flexitarians. However, despite the continued growth of the plant-based market, many UK supermarkets and brands are now reducing their range of highly processed vegan options. What’s driving this change, and what does it mean for the future of vegan food?

At the height of the plant-based boom, supermarkets offered a dizzying array of vegan “meats” – from burgers and sausages to nuggets and meatballs. Companies hoped to appeal to those looking for familiar tastes without the animal products. Yet, as recent reports suggest, many of these highly processed products are being quietly withdrawn from shelves.

According to consumer intelligence data, several major brands have scaled back their vegan lines due to declining sales over the past couple of years. Even iconic products like Greggs’ vegan steak bake or Heinz’s vegan salad cream have been discontinued. This reduction is not necessarily a sign that veganism is losing momentum; rather, it reflects a market correction after years of over-saturation and underwhelming performance for some products.

Several factors explain the decline in processed vegan options:

1. Health Concerns: Increasing awareness of ultra-processed foods (UPFs) has led some consumers, including long-term vegans, to favour whole foods like vegetables, pulses, grains, and tofu. Many plant-based meat alternatives are heavily processed, with additives to mimic meat textures and flavours, which can deter health-conscious shoppers.
2. Cost of Living: Plant-based meat alternatives often carry a premium price. Amid rising food costs, shoppers are more cautious with their budgets, often choosing whole plant-based foods that are more affordable and versatile.
3. Taste and Quality: Early vegan meat substitutes sometimes fell short in taste and texture. While these products helped introduce people to plant-based eating, inconsistent quality has led to a lack of repeat purchases, particularly among flexitarians, who are not fully committed to veganism.
4. Market Correction and Strategy Shifts: The plant-based market experienced rapid growth a few years ago, resulting in many similar products competing for the same audience. Retailers are now streamlining their offerings, removing poorly performing or redundant products to make space for more successful lines. Tesco, for example, has shifted its focus to “veg-led dishes” that emphasise natural plant-based ingredients rather than direct meat imitations.

So, what is the future of plant-based eating in the UK? Well, despite the decline of some processed vegan products, the number of vegans in the UK continues to rise. What’s changing is not the demand for plant-based foods, but the type of products people are seeking. Affordable, wholesome, and versatile plant-based options are increasingly popular, and some retailers, like Lidl, are expanding their ranges to meet this need.

The trend suggests a broader shift in plant-based eating: away from “fake meats” and towards simpler, healthier, and more accessible options. For consumers, this could mean a greater focus on vegetables, pulses, grains, and minimally processed alternatives that provide nutrition and flavour without the premium price tag. For brands, it’s a lesson in listening to evolving consumer preferences and avoiding market saturation with similar or low-quality products.

The decline of highly processed vegan products in the UK reflects a maturing market rather than a waning interest in plant-based eating. Health-conscious choices, cost considerations, taste expectations, and a move towards whole foods are reshaping the landscape. As the plant-based movement evolves, the focus appears to be on making vegan eating healthier, simpler, and more sustainable—proving that sometimes, less really is more.