More determined Brits swapped to a vegan diet this January reveals Ocado, as Melissa’s dominate Veganuary purchases

According to the latest data from Ocado.com, more consumers than ever decided to try ‘Veganuary’ this year, as sales of general vegan products (as a % of total sales) increased by 34% compared to last January. As Brits challenged themselves to change up their diet, many swapped basket staples with non-dairy cheese sales increasing by 24%, non-dairy milk by 51% and egg alternatives by 58% all in comparison to January 2021. What’s more, sales of dairy milk declined by 9% in January compared to December with growing numbers of consumers experimenting with innovative alternatives, such as DUG’s barista potato milk and Lilk’s oat, coconut and quinoa blend.