Ahead of the annual Veganuary campaign, a new study has revealed that vegan meals cost 40 per cent less than meat and fish.

The research suggests that people signing-up to try vegan for the month of January can save money on their grocery bill and spend less time cooking. Findings from the new Kantar study commissioned by Veganuary show that, on average, plant-based meals eaten at home cost 40 per cent less than meat/fish-based meals and take one-third less time to prepare.

Data from Kantar’s usage panel, which records online weekly meal diaries from around 11,000 people in Britain, showed that for the 52 weeks ending August 2020:

  • A main meal (lunch/dinner) containing meat, fish or poultry costs, on average, £1.77 per person, whereas a plant-based main meal costs 40 per cent less at just £1.06 per person. This is a saving of 71p per person per meal. The cost savings are seen fairly equally across lunch and dinner.
  • A meat/fish-based lunch takes 18.9 minutes to prepare, on average, whereas a plant-based lunch is 37 per cent quicker at only 12 minutes.
  • A meat/fish-based dinner takes 37.5 minutes to prepare, on average, whereas a plant-based dinner is 32 per cent quicker at just 25.4 minutes.

Furthermore, British households were revealed, for the 52 weeks ending September 6, 2020, vegan households spend eight per cent less per grocery trip, on average, than non-vegan households of a similar size. The average vegan shopping basket costs £16.47, while the average non-vegan basket is £17.91.

Toni Vernelli, Veganuary’s Head of Communications, commented: “The Covid pandemic has sparked a huge increase in people interested in trying a plant-based diet – whether for their health or the health of our planet, but it has also sadly caused economic loss for many. This new study shows that people can protect their health, the planet and their pocketbook with a plant-based diet.

“Those of us who’ve been eating vegan for years know that it’s great value, yet somehow, the myth has persisted that veganism is expensive and out of reach for some people. We now have the data to dispel this outdated idea once and for all. While some plant-based meat and dairy substitutes carry a premium, this study shows they are only a small part of a typical vegan diet and overall eating plants costs less – another great reason to try vegan this January!”

To take the pledge, sign up at www.veganuary.com