Top 10 Reasons Why More Consumers Are Choosing Flexitarian Meals

From Veganuary to Everyday Eating

How a one-month challenge became a long-term lifestyle shift in the UK.

1. Veganuary Went Mainstream — And People Didn’t Stop in February

Veganuary participation has exploded in recent years, encouraging millions to try plant-based eating.
But what’s most surprising is how many people continued long after January ended — transforming a 30-day challenge into an everyday lifestyle.

2. Flexitarians Are Now the Largest Eating Segment in the UK

Most people shifting toward plant-based eating aren’t vegan or vegetarian — they’re flexitarian.
This group is growing the fastest and now represents the biggest driver of plant-forward food trends.

3. People Want Plant-Based Meals Without Fully Changing Their Diet

Flexitarianism works because it’s realistic:

✔ eat more plants
✔ eat less meat
✔ keep the foods you enjoy

No strict rules, no pressure — just healthier, more balanced eating.

4. Familiar Flavours Make the Transition Easy

Consumers don’t want unfamiliar meals; they want better versions of meals they already love.
That’s why dishes like PLENTY’z’s chicken-style curry resonate so strongly: comforting, aromatic, and recognisable — only plant-powered.

5. High Convenience Fits Busy Modern Lives

A large share of UK consumers cooks in under 30 minutes.
Plant-based ready meals succeed because they require:

• no chopping

• no prep

• no effort

• only a few minutes to heat

For busy professionals, convenience is essential — and PLENTY’z delivers exactly that.

6. Health Is a Priority, But People Want Simplicity

Flexitarian meals allow consumers to:

• reduce additives

• choose cleaner ingredients

• increase fibre and nutrients

• enjoy better protein sources

Mycelium protein offers a natural, nutritious alternative with a familiar texture — ideal for health-conscious eaters who want simplicity, not restrictions.

7. Flexitarian Meals Reduce Environmental Impact

Many consumers adopt flexitarian habits to reduce their carbon footprint without fully giving up meat.
Plant-forward meals make this easy, lowering environmental impact through more efficient ingredients and lighter production processes.

8. Eco-Friendly Packaging Matters More Than Ever

Today’s consumers expect sustainability at every level — including packaging.
PLENTY’z responds with 80% recycled kraft packaging, making the product feel modern, responsible, and aligned with flexitarian values.

9. Community and Lifestyle Reinforce the Choice

Flexitarianism naturally aligns with an active, health-driven lifestyle.
Sports events, group workouts, wellness routines, and platforms like Strava help people build habits — and PLENTY’z supports this mindset through community-focused initiatives.

10. Flexitarian Eating Is Practical, Balanced and Sustainable

The biggest reason this movement keeps growing?
It’s realistic. It fits into daily life. And it doesn’t require extreme change.

Flexitarian meals offer:

• better nutrition

• familiar flavours

• everyday convenience

• sustainable choices

• plant-based options that feel natural and satisfying

This is why PLENTY’z — combining comfort, speed, and eco-friendly design — fits perfectly into the transition from Veganuary to year-round flexitarian eating.

Flexitarian eating isn’t a trend — it’s becoming the new normal.
People want meals that taste good, fit their schedule, and align with their values.
With its high convenience, familiar curry flavour, and sustainable packaging, PLENTY’z is ideally positioned to become a daily choice for the modern flexitarian consumer.

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