At its peak, veganism almost became part of the mainstream, appearing on restaurant menus, supermarket shelves, and social media feeds, so why does the movement feel quieter today, and what happened to the plant-based lifestyle people once raved about?
It was 2016, and I’d just come home from uni to watch a documentary a friend had recommended, Earthlings. A few hours later, I had fallen deep into a rabbit hole of vegan blogs, reading about the health benefits, saving recipes on Pinterest, and figuring out how to recreate my favourite meals meat-free. Suddenly, the idea of going vegan didn’t feel so far-fetched.
Before long, the whole friend group was trying it too, and what started as a diet slowly turned into a lifestyle, complete with the annual Christmas dinner interrogation, “But what do you eat?”, “How do you get enough protein?”, “I could never give up bacon.”
Fast forward a decade, and the plant-based section at Waitrose is half the size it once was, celebrities who once swore by the diet have quietly shifted to vegetarianism, and being vegan is no longer the cultural badge it used to be. If anything, it has started to feel a little uncool, even a bit too ‘woke’ for some.
The social feeds once filled with smoothie bowls and people hugging cows now lean heavily towards gym culture, sizzling tomahawk steaks, and high-protein meals. But what exactly changed?
Today’s blog is one in a three-part series exploring the plant-based movement across the UK, the UAE, and Saudi Arabia. Each market represents a different stage of the journey and reveals how lifestyle trends evolve, and how brands must evolve with them.
So, without further ado, let’s dive in.
The Golden Era of Veganism
Before we talk about the current state of the plant-based market, let’s take it back to the good old days. Between 2015 and 2020, being vegan felt like it was all the rage, and its rise in popularity seemed to happen almost overnight, with 2019 even dubbed “the year of the vegan” by The Economist. The UK welcomed the movement with open arms and quickly became one of the best places to be a vegan.
Social media played a huge role in making veganism more mainstream. YouTube and Instagram became the go-to places for sharing “What I Eat in a Day” videos, colourful weekly meal plans, and tutorials on making junk food completely plant-based. Chefs like Gaz Oakley made vegan cooking look exciting and accessible, while others took things a step further. Influencers such as Freelee the Banana Girl pushed a much more extreme, all-or-nothing lifestyle, and thanks to the algorithm, that kind of content spread fast.
Brands were quick to spot the momentum and wasted no time joining the party. Meat alternative brands such as Beyond Meat were at the top of their game, with revenues soaring by 200 per cent in the years after its 2019 launch. Oatly turned oat milk into the trendy alternative to dairy, Violife became a go-to for convincing vegan cheese, and partnerships popped up across global chains, including The Vegetarian Butcher teaming up with Burger King for the Plant-Based Whopper.
Supermarkets followed along as well, launching their own ranges like M&S’s Plant Kitchen and Tesco’s Wicked Kitchen (since taken off shelves).
Even avid meat-eaters started experimenting. Veganuary encouraged people to try vegan eating for the month of January, and participation numbers climbed quickly year after year. Brands embraced the challenge as a launchpad for new products, making the diet feel less intimidating and far more accessible. Restaurants also hopped on the bandwagon, with Wagamama introducing a full vegan menu, Subway rolling out its Meatless Meatball Marinara (gone but not forgotten), and even Nando’s adding plant-based options.
The Protein Plot Twist
Sadly, the plant-based movement fell out of fashion just as quickly as it rose in popularity. Some of the brands that once symbolised the plant-based surge have started pulling back, with Beyond Meat reporting a 13 per cent drop in sales year on year. Even Innocent Smoothies quietly retired its dairy-free drinks in 2023, joking in a farewell message that they wanted to thank “all five of you” who bought them.
Start-ups have had an even tougher ride. Meatless Farm narrowly avoided collapse while plant-based meal company All Plants entered administration, leaving investors facing losses of nearly £70 million. At the same time, the cost-of-living squeeze has made shoppers more selective. According to a 2023 Times Investigation, vegan-branded products often come with a hefty price tag, adding an extra £115.44 onto an annual food shopping bill.
The wider food conversation has shifted, too. Social media is now leaning more towards gym culture and so-called “meatfluencers”, where steak dinners and high-protein meal prep are presented as the ultimate path to strength and health. This shift is already directly impacting the market, with demand for protein snacks in the UK alone projected to jump from USD 551.6 million in 2026 to USD 1,376.9 million by 2036.
Add in growing scepticism around ultra-processed foods, and many of the meat alternatives that once made veganism convenient are now being questioned for their long ingredient lists of stabilisers, syrups, and emulsifiers.
Enter the Flexitarian Era
The numbers are pretty striking, but vegans didn’t exactly fall off the face of the earth. In fact, participation in Veganuary reached its highest level ever this year, suggesting interest in plant-based eating hasn’t gone anywhere. What has changed is the mindset, with fewer people embracing the strict, all-or-nothing version of veganism that once defined the movement.
Instead, many are leaning towards a more relaxed flexitarian approach, intentionally cutting back on meat without necessarily giving it up entirely. That shift is why brands and restaurants are moving away from the word “vegan” and opting for “plant-based”, a label that feels less restrictive and appeals to a wider audience. Even major players like Alpro refreshed their packaging to focus on flavour and ingredients first, labelling oat milk as “smooth and creamy” and soya milk as “protein-packed”, so consumers don’t feel like they’re missing out on anything by opting for plant-based milk.
What This Means for Brands
For brands, the plant-based wave is a reminder not to put all your eggs in one basket (sorry, that’s probably not the most vegan-friendly analogy). In their heyday, trends can feel like full-blown revolutions, but consumer behaviour is rarely that simple.
In 2026, the smarter approach is to focus on balance, whole ingredients, and sustainability rather than tying products to one specific diet. Diners and shoppers still want plant-based options to help reduce meat consumption, but they also want the freedom to enjoy an ice cream, cheese board, or even a steak occasionally.
It Wasn’t a Fall, It Was a Rebrand
At the end of the day, Britain hasn’t stopped eating plant-based food, people just aren’t building their entire identity around it anymore. What once felt like a loud cultural movement has settled into something quieter, more flexible, and arguably more sustainable.
Like most lifestyle trends, veganism followed a familiar cycle: early adopters, rapid popularity, peak hype, and then a gradual settling into the mainstream. The difference now is that many of the habits it introduced are still here, just with new labels.
For more related updates and to Katch us covering similar topics, watch this space!
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