Tesco and Gosh! help drive plant-based market back into growth as veg-led scratch cooking gains ground

The UK plant-based sector has returned to volume growth for the first time in several years, as shoppers shift toward whole-food ingredients and scratch cooking rather than highly processed meat alternatives.

Latest data from retail analysts Nielsen showed that chilled plant-based food volumes increased by just under 1% across UK supermarkets over the past year, with growth accelerating to 1.7% in the last 12 weeks to December 28, 2025.

• Nielsen data showed chilled plant-based food volumes rose by just under 1% year-on-year, reaching 1.7% growth in the last 12 weeks of 2025.

• Tesco reported double-digit growth in tofu and tempeh, with plant-based mince up nearly 25% over 12 months.

• Gosh!’s Moroccan Falafel recorded 6% volume growth over the last 52 weeks.

The modest uptick marks a shift for a category that has struggled to sustain the rapid expansion seen during the COVID-19 lockdown period. Industry observers have pointed to economic pressures and changing consumer priorities as factors behind the slowdown in recent years.

Retailers now report signs of renewed demand, driven less by novelty and more by health-focused purchasing decisions. Tesco said shoppers were becoming more selective and increasingly looking for foods with clear nutritional benefits.

High-protein plant-based staples such as tofu and tempeh recorded growth of more than 10% at Tesco over the past year. Plant-based mince saw demand rise by nearly 25% over the same period. Sales of plant-based protein products including tofu, tempeh and seitan increased by 12%, while plant-based snacking options such as falafels, picnic eggs and mini sausages rose by more than 5%.

Bethan Jones, Plant-based Food Buyer at Tesco, said the retailer was seeing early signs of recovery across the category.

“We are beginning to see the green shoots of recovery across the UK’s plant-based food sector, as a growing number of shoppers place long-term health and wellbeing at the centre of their food choices,” Jones said.

“Increasingly, the inclusion of vegetables and plant foods is being seen not as a passing preference, but as a fundamental part of how people expect to eat in the future.”

Jones reflected on the trajectory of the category over recent decades, noting that its early rapid growth had been difficult to sustain.

“The plant-based movement emerged as the fastest-growing food trend of the late 20th century, fuelled by demand for meat alternatives and a heightened awareness of sustainability. However, economic pressures and the fading novelty of early experimentation among casual consumers meant that this rapid growth was difficult to maintain,” she said.

“Now, momentum is returning in a more grounded form. A growing micro-trend focused on whole-food plant proteins – including beans, lentils, chickpeas, tofu and wholegrains – is helping to drive renewed sales, signalling a shift from short-term trend to lasting dietary change.”

The data suggested that shoppers were increasingly opting to cook from scratch, selecting individual ingredients rather than relying on ready-made meat substitutes. The shift has been described by some retailers as a move toward greater control over ingredients and nutritional content.

Brands positioned around natural ingredients have reported benefits from the trend. UK-based plant-based brand Gosh!, which states it uses 100% natural products in its foods, reported 6% volume growth over the past 52 weeks for its Moroccan Falafel product.

Caroline Hughes, Marketing Director at Gosh!, linked the brand’s performance to changing consumer expectations.

“As more people eat their way to happier, healthier lifestyles by adding more plants to their plates, it’s no surprise that more natural products are helping to reignite category growth,” Hughes said.

“Shoppers are looking for whole foods that are genuinely healthy, with no hidden nasties, and that supports their overall wellbeing.”

The Vegan Society also welcomed the return to growth. Libby Peppiatt, CEO of The Vegan Society, described the figures as encouraging for the broader movement.

"These figures are positive and show that veganism is in good health,” Peppiatt said.

"Whether consumers are driven by animal welfare, dietary, environmental or simply cost of living concerns, a vegan or plant-based lifestyle is an all-round win."

The renewed growth remains relatively modest compared to the peak years of expansion earlier in the decade. However, the shift toward whole-food proteins and scratch cooking suggested a recalibration rather than a retreat.

Instead of relying primarily on processed meat analogues, more shoppers appeared to be incorporating plant-based ingredients into everyday meals. Retailers have indicated that protein content, fiber levels and ingredient transparency are increasingly influencing purchasing decisions.

For supermarkets and brands alike, the latest Nielsen figures offered evidence that the plant-based category may be stabilizing on a different footing than before, anchored less in hype and more in routine consumption patterns.