More Brits Choose Vegan Diet During Pandemic
23 Sept 2021 by Agi Kaja

New research from Mintel revealed that the vegan diet has become more attractive to consumers since the start of the Covid-19 pandemic. Young people are particularly attracted to vegan food. Mintel found out that a quarter (25%) of young British Millennials (aged 21-30) prefer vegan products during the lockdown.

Mintel surveyed 2,000 consumers, and the research results show that ​a vegan diet is more attractive to over one in ten (12%) of all Brits. The number is also rising among the inhabitants of London. Nearly a quarter (22%) of Londoners say that a vegan diet is more attractive at coronavirus outbreak.

Mintel also found out that half of Brits (51%) believe plant ingredients such as herbs and spices can have medicinal benefits.

Nearly a quarter (23%)of Brits said they were eating more fruit and vegetables since the pandemic started.

According to the research, the youngest consumers prefer healthy eating - generation Z (aged below 20) (31%) and Millennials (27%) are most likely to buy healthy food products now.

Two thirds (66%) of Brits believe that vitamin C helps support the immune system and 37% say they started adding more nutrients to their food in order to boost their immune system during COVID-19 outbreak.

The recent lockdown has also changed the long term eating habits of British consumers.

17% of Brits have been eating more tinned food during the lockdown; this number is rising to a quarter (25%) of Gen Z and Millennials (21%).

Nearly 37% Of Brits believe that people will be buying long-life food as a result of the pandemic. The number is higher among Gen Z (47%) and Millennials (45%).

Majority of Brits (69%) said that the outbreak had encouraged them to waste less food. 

People also started cooking at home. More than half (55%) say they plan to cook more from scratch at home after Covid-19 than they did before.

Alex Beckett, the associate director at Mintel Food & Drink, said: “For consumers struggling to know how to make a positive difference, cutting out animal protein may be seen as a way of tackling the climate crisis, showing compassion for nature, and boosting their own nutrient intake.”​

Beckett added that before the outbreak, younger people generally opted for convenient, fresh food that did not take long to prepare. ​

​“But under lockdown, with more time at home and no restaurants or cafes open for business, long-life food has had clear advantages. It doesn’t take up precious fridge space and lasts a good while, making it suitable for quarantine-living and resulting in fewer shopping trips. It’s affordable, often nutritious, and, in the case of tinned veg or fruit, suits our rekindled fondness for cooking from scratch.”​

23 Sept 2021
Agi Kaja

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