Jumping beans: UK shoppers turn to legumes to save cash and improve diet

British consumers are buying more beans, lentils, tofu and tempeh while cutting back on both real meat and plant‑based meat substitutes, a NielsenIQ‑Madre Brava analysis of the first half of 2026 shows. Sales of legumes, pulses and soya‑bean derivatives rose 7.3 % year on year, driven largely by a 23 % jump in cheap dried lentils. The data, compiled from market‑research firm NielsenIQ and evaluated by the climate‑advocacy group Madre Brava, also recorded a 30.3 % increase in canned and jarred butter beans, a rise that was partly attributed to new products from brands such as Bold Bean Co, Navarrico and Marks & Spencer’s own label, as well as viral recipes on social media.

In contrast, the sales of baked beans fell 1.2 % as a result of a decline in cans that contain sausages, while packaged fake meats fell 4.3 %. The drop in fake meats was mainly due to lower sales of textured soya, pea and wheat protein products, which offset a modest rise in mycoprotein sold under the Quorn brand. Madre Brava noted that shoppers are not abandoning plant proteins altogether but are moving toward simpler, higher‑fibre foods whose prices rise more slowly than food inflation, widening the price gap with meat. The report said that affordability, nutrition and health benefits are now key drivers of purchasing decisions.

The shift comes against a backdrop of high meat inflation. Euromonitor International data, analysed by Madre Brava, shows that the volume of meat sold by retailers fell 1.8 % year on year, with beef and lamb prices rising sharply in recent years. The Bang in Some Beans campaign, launched last year by celebrity chefs Jamie Oliver and Hugh Fearnley‑Whittingstall and major supermarkets, aims to double UK bean consumption by 2028 and is part of a longer‑term push for legumes, which are healthier and more environmentally friendly than meat.

Chloe MacKean, food business transformation manager at the Food Foundation, said the rise in bean sales was “not surprising” and highlighted the “triple win” for health, sustainability and affordability. She added that large food companies are recognising commercial opportunities in beans, noting that 29 firms, including Sainsbury’s, Lidl GB, M&S, Subway and Harvester, have committed to selling more under the Bang in Some Beans campaign.

Lidl, for example, set a 2025 target to increase the share of plant proteins in its overall protein sales as part of its sustainability objectives. The discount chain’s introduction of flavoured tofu and other new plant‑based products has driven a 694 % rise in sales of all plant‑based foods since 2020.

The trend reflects a broader change in consumer behaviour. While the overall market for meat continues to shrink, the growth in legumes and tofu indicates that UK shoppers are prioritising both cost savings and diet quality. The data suggest that the appeal of high‑fibre, lower‑price plant proteins is outpacing the hype around processed meat alternatives, even as the food‑inflation environment remains a concern.

In summary, the first half of 2026 saw a significant rise in the purchase of beans, lentils and soya derivatives, driven by price sensitivity and health consciousness, while sales of real meat and plant‑based meat substitutes fell. The shift is supported by industry initiatives such as the Bang in Some Beans campaign and corporate commitments to increase plant‑protein offerings, signalling a potential long‑term change in British food consumption patterns.