Consumer report from Vypr shows UK appetite for plant-based and regenerative foods is there – if brands step up

A new consumer research report by Vypr offers an in-depth snapshot of shifting food and retail behaviors in the UK, revealing widespread openness to plant-based and regenerative food products – but also a clear need for better education, clearer messaging and lower prices if brands want to convert intent into purchases.

Drawing on feedback from more than 1,000 nationally representative consumers, the May 2025 edition of Vypr’s Consumer Horizon study outlines how sustainability and health are influencing buying decisions, though affordability and confusion about terms like “regenerative” remain key barriers.

Nearly two-thirds (62%) of consumers are either reducing meat consumption or are open to diverse food types. Yet despite this openness, one in three consumers still describe themselves as 'strict carnivores', and men aged 65 and older are 2.6 times more likely to reject plant-based foods than men under 35.

Consumers also remain unsure of what qualifies as plant-based. Among 'open omnivores', awareness was limited and tended to focus on staple ingredients like tofu, mushrooms, and lentils. In contrast, “active meat reducers” demonstrated more familiarity with products and brands, with some expressing concern about processing levels in items such as soya or pea protein-based foods.

The report shows that different demographics are motivated by different factors. Health is the top driver for men aged 25 to 34, with this group twice as likely to cite personal wellbeing as their reason for choosing plant-based products, compared to the general population. Women over 25, meanwhile, are more motivated by animal welfare. Taste and texture remain common sticking points – particularly among older men – while younger male consumers are more concerned with nutritional value and protein content.

“While self-consumption is the primary reason for purchase, many consumers are also shopping for others, such as family members or guests,” the report notes. For example, 65% of respondents had bought plant-based food, but only 62% had actually consumed it themselves.

Satisfaction with existing plant-based offerings is broadly neutral. Just over one in ten active meat reducers expressed dissatisfaction, and most responses sat in the middle of Vypr’s Vykert scale – a finding that echoes what the authors describe as a 'saturation of plant-based brands', where variety exists but category excitement may be waning.

Despite this, the research highlights significant growth potential. With targeted messaging – especially around low processing, improved taste, and nutritional benefits – brands can appeal to both the health-conscious and those concerned with ethics or sustainability. Simple shifts, such as clearer on-pack claims and more engaging visuals, could also combat lingering associations of plant-based food as 'bland'.

On the regenerative farming front, the story is similar. While 67% of consumers have heard the term, only 24% say they understand what it means, and fewer still associate it with common food categories like meat or dairy. Just under a third (28%) identified dairy as a potential regenerative product, and 27% identified meat and poultry. In contrast, vegetables and grains were widely associated with regenerative farming.

Yet interest is evident: 79% of consumers said they would be open to purchasing a product made with regenerative ingredients, and one in five would “definitely” buy it. Almost half said they would trust regenerative claims more if the product were endorsed by a major retailer. Retail partnerships and visible in-store displays are therefore seen as critical to unlocking sales.

Clear information was one of the most repeated consumer asks. More than two in five (42%) wanted packaging to include details about regenerative practices. Others wanted shelf signage (40%), simple logos (38%), and third-party verification. Price, however, remains a sticking point. While 62% of consumers say they might pay more if benefits are clear, more than a third (37%) said they would not be willing to pay a premium.

The most price-sensitive demographic – women under 34 – are 1.5 times more likely than average to switch to regenerative products if they are the same price as conventional ones. Loyalty programs could help win over this group, with men under 25 particularly responsive to rewards and discounts.

Premium supermarket chains like Waitrose and M&S scored far higher than discounters such as Aldi and Lidl when consumers were asked which retailers they believed sold regenerative products – a finding that reveals a perception gap and potentially missed opportunity for mainstream grocers.

One standout case study in the report is Wildfarmed, a brand with strong early traction among premium shoppers and younger consumers. While only a minority of shoppers are familiar with Wildfarmed, those who are describe it as high-quality (47%), trustworthy (44%), and sustainable (42%). The brand’s presence in cafes and restaurants has also shown promise, with 60% of consumers saying this would create a more positive impression and 23% saying they would then look for it in stores.

Consumers clearly want to know more: seven in ten people unfamiliar with regenerative farming said they would like to learn. But many feel unsure of where to start. Less than 6% said they learned about regenerative farming through supermarket packaging or food brands. In contrast, social media, documentaries, and news articles were cited far more often – with younger consumers gravitating to digital channels and older ones leaning on traditional media.

Ultimately, the Consumer Horizon report shows a consumer base that is open to change, but that needs help to navigate it. For both plant-based and regenerative products, the key to success lies in simplifying messaging, offering proof of value, and meeting people where they already are – both in-store and online.