Quenelles reveals the impact of Veganuary on hospitality buying trends
Quenelles, the UK’s leading benchmarking specialist for the hospitality sector, has revealed new data highlighting the impact of Veganuary on product purchasing trends across the industry.
As Veganuary celebrates a record-breaking 2026 campaign – with around 30 million people worldwide estimated to have taken part¹ – hospitality operators are continuing to respond to evolving consumer demand for plant-based options. According to nationally representative surveys commissioned by Veganuary across twelve core campaign countries, participation reached unprecedented levels this January, reinforcing the movement’s growing global influence.
In the UK, national restaurant chains including Wagamama, Franco Manca and Wahaca introduced new Veganuary specials, while independent restaurants promoted dedicated plant-based menus to capitalise on the surge in interest.
However, Quenelles’ benchmarking data suggests that the story behind purchasing trends is more nuanced than a simple January spike.
Five-year spend trends reveal shifting dynamics
Analysis of aggregated purchasing data from 2021 to 2025 shows that in January 2021, fruit and vegetables accounted for 11.01% of total monthly spend across hospitality operators. By January 2025, that figure had decreased to 9.01%².
This downward shift is particularly notable given that although early waves of plant-based innovation focused heavily on meat mimic products, many operators now report a move away from heavily processed alternatives in favour of dishes that are naturally vegan. There is growing emphasis on fresh vegetables, fruits, pulses and grains – delivering bold flavours, texture and visual appeal without relying on imitation products.
With plant-based alternatives enjoying significant prominence in 2021, it might reasonably have been expected that spend on whole fruit and vegetables would have been lower. Instead, the data shows the opposite. This indicates that, despite the continued visibility of plant-based eating and campaigns such as Veganuary, overall appetite – or at least proportional spend – on fresh fruit and vegetables within hospitality purchasing has gradually reduced over the past five years.
However, when comparing January to February figures, Quenelles’ data³ reveals a consistent – albeit modest – uplift in fruit and vegetable spend year-on-year:
· In 2023, fruit and veg accounted for 10.12% of total spend in January, rising to 10.15% in February.
· In 2024, January stood at 9.71%, increasing to 9.72% in February.
· In 2025, January recorded 9.01%, climbing to 9.09% in February.
This steady month-on-month increase indicates that momentum is building beyond January itself, suggesting that Veganuary acts as a catalyst for longer-term shifts in purchasing behaviour rather than a short-lived spike.
A maturing vegan market
Feedback gathered by Quenelles from operators across the sector highlights a clear evolution in the vegan market.
Consumers are increasingly seeking vegetable-led plates that feel vibrant and authentic, often preferring these over meat-mimic substitutions. This shift aligns with broader trends around provenance, seasonality and whole-food nutrition.
At the same time, product innovation within the vegan category remains strong. Brands are continuing to expand dairy-free ranges, including plant-based yoghurts, cheeses, butters and cream alternatives. There has also been significant growth in oat, almond and pea-based milks, egg alternatives for baking and brunch menus, and premium plant-based desserts – giving operators greater flexibility and creativity in menu design.
Paul Wright, Managing Director at Quenelles, said: “Benchmarking provides fascinating insight into how buying trends are evolving across the hospitality sector. Veganuary is a clear example of how a cultural movement can influence procurement patterns – but the data shows that the impact is more sophisticated than a simple January uplift.
“What we’re seeing is a maturing market. Operators are refining their plant-based offer, moving towards naturally vegan, vegetable-led dishes while still embracing innovation in dairy-free and alternative products. By analysing spend data over multiple years, we can see how wider consumer trends are shaping real purchasing decisions across the industry.”
The Quenelles team
² Quenelles benchmarking data based on the percentage of fresh fruit and vegetable spend on overall basket spend for January and February 2021-2025
³ Quenelles benchmarking data based on the percentage of fresh fruit and vegetable spend on overall basket spend for January and February 2021-2025