UK Plant-Based Trend Report 2026/27
Plant-based isn’t dying. It’s growing up.
UK retail sales only fell 1.2% in 2025, while whole-food plant-based products such as tofu, tempeh and seitan grew 16.8%. Meanwhile, 60% of the Taste Collective panel buy plant-based weekly or more often.
After several turbulent years, the plant-based market is entering a new phase.
The hype has cooled. Some brands have disappeared. Consumers are questioning ultra-processed foods. But beneath the headlines, a more interesting picture is emerging.
HRA Global’s new UK Plant-Based Trend Report 2026/27 cuts through the noise to examine where the category is really heading – drawing on the latest market evidence, industry examples, expert insight and original research from The Taste Collective, HRA Global’s proprietary UK consumer panel.
What’s Inside:
Why plant-based shouldn’t be treated as one market
Processed analogues are under pressure while whole-food plant-based is growing.
The UPF problem – and what consumers really think
49% of our panel believe most or all plant-based food is ultra-processed, while 71% say knowing a product is UPF makes them less likely to buy it.
Where mainstream food businesses can (and can’t) win
Consumer trust varies dramatically by category, creating very different opportunities for established dairy and conventional brands.
Why foodservice could be plant-based’s next growth frontier
Taste isn’t the biggest problem when eating out. Variety and value are.
Why health may matter more than ethics for future growth
For the meat-eaters the category needs to recruit, health is a substantially stronger motivator than animal welfare or environmental concerns.
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