Market insight: Chocs away!

New research from Nomo has identified the foods that vegans pine for the most...

According to new research, an impressive 23% of well-intentioned Brits have pledged to stick to a plant-based diet this year, with 63% of those saying they are doing it to be healthier. The survey also revealed the things most missed by those attempting a meat- and dairy-free diet, with chocolate (36%) and roast chicken (32%) topping the list.

Bacon sarnies (29%), cheese toasties (26%), a full fry-up (25%) and toast with real butter (23%) also made the list, alongside burgers (21%), ice-cream (20%), kebabs (14%) and garlic bread (13%). Yet, 20% simply miss a cup of tea with real milk the most, while Yorkshire puddings were on the mind of 14% of British vegans.

Being kinder to the planet and animals (37%), being mindful about food consumption (3%), saving money (20%) and because their partner wanted to (12%) were the other top reasons for making the switch, according to the research by the vegan and free-from chocolate brand Nomo.

Some 66% of those surveyed admitted that they have attempted to eat a vegan diet previously, with Brits giving it a go an average of four times. Nine months is the average length of time people stuck to a plant-based diet, with craving favourite foods (59%), being bored (45%) and not knowing what to cook (40%) being the main reasons cited for giving up. Not finding vegan food that tastes nice (31%), not knowing the best vegan alternatives (29%) and a lack of willpower (also 29%) were other reasons given for breaking the diet.

On a more positive note, 22% said that eating vegan gave them more energy and 14% said it made them feel happier. 

Jac Tyrrell, brand manager for Nomo, said: “The research shows how difficult it can be to commit to a fully vegan lifestyle. But with the amazing choice of plant-based ranges available, there has never been a better time to try phasing out meat and dairy by introducing vegan substitutes.” 

Most missed meat and dairy
The top 25 foods and drink British vegans miss the most...

Chocolate 36%
Roast chicken 32%
Bacon sarnie 29%
Cheese toastie 26%
A full fry-up 25%
Toast with real butter 23%
Cheesy pizza 23%
A juicy burger 21%
Cheese and biscuits 20%
Ice-cream 20%
Chocolate cake 19%
Sausage and mash 19%
Tea with real milk 19%
Scrambled eggs on toast 18%
Sausage sarnie 17%
Chocolate biscuits 16%
Spag bol with beef 16%
Slow roast lamb 14%
Late night kebabs 14%
Yorkshire pudding 14%
Garlic bread 13%
Ham sandwich 12%
Tuna mayonnaise 11%
Smoked salmon and scrambled eggs 9%
Jelly sweets 9%

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