Searches for ‘vegan’ increase by over 400% on Asda’s website during Veganuary

Read Time:   |  23rd January 2020

Asda has revealed that searches for the term ‘vegan’ rocketed to the top of its website this January.

Asda supermarket is feeling the effects of Veganuary as it reveals that searches for vegan products on its website have beaten milk, meat, eggs and fish to the number one spot this January.

More than 63,000 people searched for vegan products on the Asda site at the start of 2020 – up from over 12,000 in 2019.

But according to the retailer, this growth in searches for vegan products isn’t limited to Veganuary as searches for vegan alternatives on Asda.com were up by 417% on last year.

Capitalising on this soaring demand, the UK supermarket recently launched a new affordable vegan range with 48 plant-based products.

The new Vegan Society-approved range includes a tasty Katsu curry, that has been “flying off the shelves.”

Sales of the Katsu curry have exceeded Asda’s expectations, selling an impressive 92% more than planned in the first two weeks of the month.

According to Julie Wild, Asda Own Brand Strategy & Governance Manager: “For the first four days of January 2020, the search term ‘vegan’ ranked above everyday items such as ‘bread’, ‘milk’, ‘eggs’ and low-fat proteins, such as chicken, on the Asda website.

“Usually shoppers would look for staples and healthier alternatives at the start of a New Year, as they are prompted to try to lose weight, save money and live better.

“This change in behaviour demonstrates a real increase in desire from our customers to follow plant-based or flexitarian diets.

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