€838k more spent on meat substitutes during 'Veganuary' 2026 - report
With more shoppers exploring plant-based choices through 'Veganuary', meat alternative products experienced an "uplift", according to new data for January 2026.
Shoppers spent an additional €838,000 on meat substitutes versus last year, Emer Healy, business development director at Worldpanel by Numerator said.
Spending on fresh fruit, chilled smoothies, juices and yoghurts was also on the rise, increasing by more than €8.1 million.
Healthcare sales increased 6.8% year-on-year, with consumers ploughing an additional €1.8 million into the category as they stocked up in time for flu season.
Veganuary sales
Emer Healy explained: “As shoppers refocus on health after the indulgence of the festive period and the onset of flu season, we’re seeing growing demand for everyday staples that support their wellbeing goals, such as products rich in protein and fibre.
"The wettest January in eight years also drove demand for ‘comfort food’ options to be enjoyed at home.
"Rather than following short-term, diet-driven trends, consumers are opting for a more balanced, sustainable approach to healthy eating built around familiar, accessible foods that fit naturally into their daily routines.
"With more shoppers exploring plant-based choices through Veganuary, meat alternative products experienced an uplift during the period, with shoppers spending an additional €838,000 on meat substitutes versus last year."
Grocery sales
Take-home grocery sales in Ireland rose by 5% in the four weeks to January 25, 2026, according to the latest data from Worldpanel by Numerator.
Shoppers spent more than €1.2 billion on groceries over the period.
While shoppers made slightly more trips to stores compared to the corresponding period last year, they purchased 1.9% fewer packs year-on-year.
This highlights continued caution among Irish consumers as grocery inflation rose to 6.82%, up from 6.25% over the 12 weeks.
Reset
Emer Healy said that January is "typically the time when shoppers reset their household budgets, and this year was no different".
"While grocery sales continued to grow, rising inflation meant that value remained front of mind for consumers," Healy said.
“Our latest pressure group study reveals that more shoppers in Ireland are finding the current economic climate tough, with 31% feeling that they are struggling to make ends meet.
"This is no surprise: rising grocery inflation means that consumers are increasingly feeling the pinch.”
After grocery spending hit a record high in December, shoppers have looked to rein in costs in January, a trend that would typically boost the share of own label products, Healy added.
Own label products accounted for 43.4% of total grocery spend, up 0.7 percentage points on the previous month, with shoppers spending more than €1.7 billion on own label goods over the latest 12-week period.
