Tesco has introduced new vegan items to its ‘Plant Chef’ frozen food range, right in time for Veganuary. The grocer has launched meat-free versions of chicken breasts, hot dogs and chicken garlic kievs, and fish-free cakes with melt and goujons. The meals range from £1.75 to £2.30.

What do Tesco shoppers think about including plant-based food in their diets?

According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics - 39% of the supermarket’s current customers agree that they “are open to substituting meat/dairy products with plant-based alternatives.” About as many of the general population (41%) agree with the sentiment.

Tesco’s expansion of its plant-based food range is supported by bringing out a meal planner tool tailored for Veganuary.

When it comes to chilled food at large, Profiles data shows that food quality is the top motivator (62%) for Tesco’s shoppers. Good value for money (58%), taste and freshness of the products (54% each) and previous experience (46%) wrap up the top five reasons behind Tesco’s customers buying chilled food.

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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for Great Britain is nationally and weighted by age, gender, education, region, and race. Learn more about Profiles.  

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