Vegan, seagan and flexitarian diets on the rise

Sales of vegan ready-meals have overtaken vegetarian ones for the first time and more and more people are adopting “seagan” – vegan plus seafood – diets, according to this year’s Food & Drink Report by Waitrose.

The report is based on new OnePoll consumer research of people across Britain (not just Waitrose & Partners shoppers), as well as focus group research, insight from the retailer’s food and shopping experts and millions of purchases in shops and on

Unsurprisingly, the report also reveals further flexitarianism: a third of Brits are eating less meat and fish than two years ago and 32% plan to reduce their consumption even more over the next two years. More than a quarter (26%) plan to look for better quality meat or fish while limiting how often they buy it.

“Shoppers are most likely to choose free-range, British meat, with the top factors influencing purchase being sourcing, provenance and welfare standards. The increased interest from customers is also apparent with views of the animal welfare page on up by 37%,” Waitrose said.

Brits are also more mindful with their spending. Half are buying fewer lunches out, takeaways and snacks, and 46% are going to the pub less.

A fifth also said they are eating more spicy food than they used to.

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