Revealed for Veganuary: The British city with the biggest love of vegan takeaways


hristmas is over and January is well and truly here. For hundreds of thousands of people around the country, this month will also be a meat-free one as they observe “veganuary“.

But shunning animal products is not just a one-month affair in the UK. An ever-growing proportion of the population is taking up veganism as a lifestyle choice, and as a result the meat-alternative market is booming.

Today Deliveroo was the latest firm to share its data on the vegan boom. The food delivery firm, which went public last March, revealed the city with the most entirely plant-based food orders on its platform.

Calculated as a proportion of a city’s total orders, the winner was – perhaps unsurprisingly – Brighton.

The seaside destination has a reputation for the alternative, and a thriving food scene.

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Bristol and Coventry nabbed second and third place in the vegan top 10, while London came in tenth in the ranking.

Deliveroo also said the number of orders of entirely plant-based dishes on its platform has surged by 117% year-on-year.

Imitation meats made it into the majority of most popular vegan orders in 2021, while the healthy acai bowl came in top place, the firm said.

According to research from Barclays, meat alternatives are set to account for around 10% of the $1.4 trillion-a-year global meat market by 2029. Today Deliveroo said veganism’s popularity “doesn’t show signs of stopping”.

The update comes as Deliveroo pursues further expansion and competes in the rapid grocery delivery market.