Veganuary may be coming to an end soon, but online search data and consumer behaviour suggests Britain’s appetite for vegan food will be far from over, according to the UK’s leading foodservice wholesaler, Brakes.
While search volume interest in ‘vegan foods’ dips slightly after the new year, a high proportion of people still make or actively seek out vegan meals well into February and March - and even beyond.
By analysing online search data and consumer behaviour, Brakes has revealed an increase in people searching for “vegan food recipes” and “easy vegan meals” when compared to this time last year. Online searches for “vegan recipes for dinner” are up 23% over the last three months and “easy vegan meals on a budget” have skyrocketed 67% over the same period.
Google Trends data shows a particularly strong interest in high-protein vegan foods, with search queries for “what vegan foods have protein” up 140%, and “vegan foods and nutrition” rising 80%. Questions around protein, iron and whether vegan diets are healthy are also climbing, indicating that people aren’t just experimenting, but actively trying to make plant-based eating work for the long term
Longer-term behaviour data paints a similar picture. According to a six-month follow-up survey from Veganuary, 80% of participants in 2025 maintained a significant reduction in their animal product consumption, with nearly a third remaining fully vegan. Furthermore, 67% said they felt more inspired in the kitchen post Veganuary, while over half said it helped them make more adventurous food choices.
Colin Salmon, Development Chef at Brakes, says: “As the data suggests, Veganuary opens the door, but those who participate will often maintain habits and lifestyle changes into February, March and beyond, meaning that plant-based eating is shifting away from short-term challenges towards everyday habits.
“Rather than giving up familiar favourites, many people appear to be adapting them. High-protein vegan meals and meat-free versions of classic dishes that don’t feel like a compromise are among the recipes most likely to stick around beyond January.”
Before you go…
➡ Do you have exciting news to share about your business?
➡ Would you like to advertise to an audience of decision makers in Kent?
➡ Would you like to feature in the Entrepreneurs Deep Dive section?
Contact us today - [email protected]
If you enjoyed this article, please subscribe and pass it on to another Kent business owner who might also like it! Thanks.
