Veganuary has steadily grown into a familiar moment each January, encouraging people to explore plant-based choices in a way that feels approachable rather than restrictive. What began in the UK is now recognised across many countries, making the month a natural opportunity for brands to introduce new concepts and evaluate how consumer preferences are evolving.
Plant-based eating is now part of everyday life for a broad mix of consumers. Mintel notes that flexitarians are driving much of this change, moving between dairy and non-dairy options depending on the occasion. They want products that taste good and feel familiar, rather than ones that stand out as obvious “alternatives”.
Health and sustainability continue to shape purchasing decisions. GlobalData highlights that many shoppers value straightforward ingredient lists, clear flavour cues and a sense of nutritional reassurance. This raises expectations for plant-based products, which must deliver on flavour as convincingly as they deliver on purpose if they are to earn repeat purchase.
Developers are also exploring new territory. thefoodpeople point to a widening range of plant-based formats across categories including confectionery, puddings, cold drinks and ready meals. As choice increases, so does competition. Consumers are looking for products that feel enjoyable and well-rounded, with citrus, spices and botanicals adding depth and helping brands stand out on shelf.
What brings all of this together is taste. As more people take part in Veganuary, the bar continues to rise. Plant-based products are no longer judged generously simply because they are “free-from”; they are expected to perform on flavour in their own right. Natural flavours support this by bringing balance, clarity and authenticity, helping products meet expectations at first bite.
At Lionel Hitchen, we work closely with partners throughout Veganuary and beyond to help turn these expectations into successful products. Our vegan-suitable natural flavours — including citrus, botanicals and non-dairy solutions — support teams across drinks, bakery, confectionery and plant-based applications. By focusing on flavour that feels complete and authentic, we help brands launch with confidence, drive consumer acceptance and build lasting appeal in the growing plant-based market.
Sources
Mintel – Food & Drink Market Intelligence
https://www.mintel.com/food-and-drink
GlobalData – Food & Beverage Consumer Insights
https://www.globaldata.com/store/industry/consumer/food-and-beverages/
thefoodpeople – Plant-based & Healthwatching Trends
https://www.thefoodpeople.co.uk/trends/
Veganuary – Campaign Resources
https://veganuary.com/
