Demand for vegan options at events rises by 280 percent sparking a plant-based Christmas boom

The UK’s appetite for vegan cuisine is on the rise, with a 280 percent increase in demand for plant-based options at events over the past five years, according to recent data from Togather, an event booking platform.

As the nation marks World Vegan Month this November, the figures highlight how veganism has transitioned into a mainstream dietary preference.

This growth is underpinned by shifting consumer attitudes, with approximately 2.5 million people in the UK now identifying as vegan.

Younger generations, particularly Gen Z, are leading this charge. According to Togather’s research, 26 percent of Gen Z adults in Great Britain plan to avoid meat in 2024, with an equal proportion already living meat-free. This generational shift is reshaping food trends and influencing decisions in homes and workplaces across the country.

A Vegan Christmas on the horizon?

As the festive season approaches, the demand for vegan-friendly holiday menus is expected to soar.

Tesco’s Annual Christmas Report estimates that 25 percent of UK households will cater for plant-based preferences this year, including vegans (six percent), vegetarians (14 percent), and other plant-based eaters (five percent).

Event organisers are responding to this shift, incorporating plant-based options into Christmas party menus to accommodate vegan employees and guests.

The rising interest in festive vegan alternatives is mirrored in online behaviour too, with search demand for vegan Christmas recipes up 108 percent in the past week alone.

A shift that is here to stay

In 2020, vegan requests accounted almost seven percent of food orders at events. By 2021, this had surged to 24 percent, stabilising at 25 percent from 2022 onwards. The steady demand demonstrates that plant-based eating is no longer a passing trend but a permanent feature of the UK’s culinary landscape.

Abby Gliksman, Sales Executive at Togather, reflects on this evolution: “World Vegan Month really highlights just how much things have changed in the UK when it comes to plant-based eating. With vegan food requests up 280 percent in the past five years, it’s clear that veganism isn’t just for the few anymore—it’s something we’re all embracing in one way or another, especially around the holidays.”

“From office parties to family dinners, more people are looking to include vegan options, whether they’re vegan themselves or just exploring new, healthier, and more sustainable choices. And with Gen Z leading the way, it feels like plant-based eating is becoming the norm rather than the exception. “

If you would like to learn more about veganism or World Vegan Month, listen to our recent podcast episode with The Vegan Society, where we discuss all things vegan in the food industry, including the most exciting developments and innovations in the sector in recent years.