Co-op brings in plans to reduce the price of plant based products in order to tackle the “unfair” high cost of vegan food that permeates the industry. Co-op Food chief executive Jo Whitfield states that eating plant-based food “shouldn’t cost you more money”.
Despite vegan products being on average 14% more expensive than their counterparts, sales of plant-based food have rocketed in the past year with market analysts Kantar reporting that 13m shoppers bought meat and dairy free products in 2020.
It appears that a growing awareness around the environmental consequences of food has contributed to this shift in consumer demand.
But could Co-ops reductions on prices accelerate this shift in consumer behaviour further? Could we see alt-meat burgers and sausages becoming a regular on the dinner table?