Increasingly more evidence suggests that the British public are returning to meat and dairy, and shunning plant-based food, much to the chagrin of vegan and animal welfare activists.
Earlier this year, the Telegraph reported that meat is making a comeback amongst the younger generation, with 19% of 18-24 year olds in the UK increasing their meat consumption in 2024 (compared to 16% who reduced it).
NIQ, a global market research firm, showed sales of meat alternatives fell continuously from 2022 to 2024.
And now, research released by the AHDB last week (5 March) has pointed out that meat-free products had their fourth consecutive year of decline in January this year. Meanwhile, meat, fish and poultry products grew by 1.4% last January, and dairy products by 6.1%.
All the data suggests a meat and dairy revival, at the expense of the plant-free industry.
No wonder, then, that activists are redoubling their efforts.
Unable to convince the public to willingly convert to the meat-free orthodoxy, despite using increasingly manipulative methods (such as Viva!’s recent anti-dairy advert - to be aired in cinemas this year), they are upping the anti on the public sector, seeking to impose their religion on Britons in that way instead.
Some of their methods can be quickly brushed off, such as the out-of-touch attempt by PETA protestors who stormed the stage at the NFU conference at the end of February. It is clear that the British public side with farmers in the ongoing row over Rachel Reeves’ hated tax raid, and Steve Reed is doubtless capable of prioritising that issue over the animal welfare agenda.
Another attempt saw activists commission a survey from YouGov, with questions tailored to give results that would portray an anti-dairy sentiment being held by the public, no doubt with the aim to use the results as evidence to put pressure on the public sector. Interestingly, they chose to leave out from their subsequent press release that the majority of respondents would be unlikely to try café beverages if oat milk was made the default option.
Much more insidious than these attempts, however, are those that seek to impose their beliefs “through the back door”.
The Countryside Alliance has already raised awareness of how some local councils, under pressure from vegan campaigners, have promoted Veganuary or enforced compulsory veganism at their events.
The Alliance’s efforts have seen numerous councils, including Dorset, Cornwall, Suffolk and North Northamptonshire vote in favour of our campaign to promote British farming while upholding freedom of choice.
But activists continue to mount pressure on councils to adopt their agenda.
Just last week it was reported that Bournemouth, Christchurch and Poole (BCP) Council had plant-eaters informing councillors they must adopt plant-based menus, and referring to the “plant-based treaty” that various councils across the UK, including Edinburgh, Calderdale, Dorset, Belfast and Lambeth have signed.
Thankfully, councillors recognised the importance of choice in people’s diets, perhaps in part due to BCP Council having to recently cancel its vegetarian-only menu from Durely Chine eco hub, as diners demanded meat.
The actions of the pro-plant-based councils, though, set a worrying precedent, as do those of NHS trusts that backed Veganuary. A balanced and healthy diet is important, and as researchers have pointed out, cutting out meat and dairy can be damaging to this.
Councils and hospital trusts look after some of the most vulnerable members of society: schoolchildren, the sick, and the elderly. It is particularly worrying, then, that activists are putting such pressure on local councils to adopt plant-based menus - the implications of such behaviour could have effects on menus in schools and hospitals.