Plant-based staples undercut meat on price as Veganuary supermarket check challenged cost myths

Plant-based alternatives were often cheaper than their meat and dairy counterparts across major UK supermarkets, according to a new price comparison published by Veganuary, adding fresh evidence to the argument that eating less meat did not have to come with a higher grocery bill.

• Veganuary’s January 2026 supermarket price check found many plant-based products were cheaper than, or priced the same as, equivalent meat and dairy items.

• Examples across Tesco, Sainsbury’s, Aldi and Ocado showed plant-based burgers, mince, cheese and ready meals frequently undercut animal-based versions.

• A YouGov survey showed 37% of UK adults said they were likely to buy plant-based products in January, with cost no longer the dominant barrier.

The price check compared everyday products sold at leading retailers including Tesco, Sainsbury’s, Aldi, Asda, Ocado, Iceland and Marks and Spencer. Veganuary reported that in many cases, shoppers choosing plant-based versions of familiar foods could save money, while in others prices were identical.

At Tesco, a pack of eight Plant Chef meat-free burgers weighing 454g was priced at £2.25 (US$2.86), compared with £4.00 (US$5.08) for the same-sized pack of beef burgers. At Sainsbury’s, Linda McCartney vegetarian mince cost £3.30 (US$4.19) for 500g, while British or Irish 5% fat beef mince of the same weight was priced at £5.19 (US$6.59).

Dairy alternatives also compared favorably. Ocado listed Boursin Plant-Based Garlic and Herb cheese at £2.40 (US$3.05) for 150g, while the dairy version cost £3.00 (US$3.81). Aldi’s No Chicken Kievs were priced at £1.99 (US$2.53) for a two-pack, compared with £2.25 (US$2.86) for the chicken equivalent. In some categories, prices were equal, such as UHT soya milk and semi-skimmed dairy milk at Aldi, both sold for £0.99 (US$1.26) per liter.

Veganuary said the findings reflected how supermarket own-label ranges and increased competition had driven down prices in plant-based categories, particularly for burgers, mince, ready meals and staple dairy alternatives. Promotions during January, when retailers typically expanded plant-based ranges, also played a role.

The organization published the comparison alongside new consumer research from YouGov, which suggested growing openness to plant-based options among UK shoppers. The poll, commissioned by Veganuary, found that 37% of UK adults said they were likely to buy plant-based products such as dairy-free cheese or meat alternatives during January. Nearly one-third, or 32%, said they preferred whole-food options including beans, lentils, tofu and tempeh, while 23% said they enjoyed both whole foods and plant-based meat alternatives equally.

Veganuary Chief Executive Wendy Matthews said the price data helped counter a persistent perception that plant-based eating was inherently more expensive.

“Comparing prices at the supermarket showed that eating plant-based did not have to cost more,” Matthews said. “From vegan cheeses to meat-free burgers, sausages and ready meals, there were affordable options for everyone. Shoppers could also choose whole-food sources like beans, tofu and tempeh, which were not only budget-friendly but great for overall health.”

She added that cost parity or savings could make experimentation easier for consumers who were curious but hesitant. “Choosing plant-based was kinder to animals and the planet, and it did not have to come with a bigger shopping bill,” Matthews said.

Veganuary noted that January remained a key entry point for consumers exploring alternatives, with retailers offering expanded ranges and discounts across plant-based categories. Since the campaign launched in 2014, millions of people from almost every country worldwide had taken part, making it one of the most visible drivers of plant-based trial at scale.

While the price check focused on packaged alternatives, Veganuary also emphasized that whole-food plant proteins continued to be among the cheapest sources of nutrition in supermarkets. Staples such as lentils, beans and tofu were widely available at low cost year-round, providing options for consumers less interested in meat analogs.

The findings arrived amid ongoing debate around food affordability, health and sustainability in the UK. With food prices remaining a concern for many households, Veganuary argued that the growing competitiveness of plant-based products weakened the idea that reducing meat and dairy consumption was a luxury choice.

By highlighting familiar brands and supermarket own-label products, the organization said it aimed to show that plant-based eating was increasingly accessible, both financially and culturally, rather than a niche lifestyle reserved for a small segment of shoppers.