Sales across the wider grocery market grew 0.3% for the 12 weeks ending January 26, 2020, according to the latest Kantar market share data.

Retailers saw sales boosted by spending from health-conscious consumers looking to curb the excesses of the festive period, with sales of non-alcoholic beer rising 34% and sales of meat substitutes such as soya mince and vegetarian burgers and sausages up 14% year-on-year.

Kantar said that the most popular reason for people getting involved in Veganuary this year was down to health – cited by 42% of participants, followed by environmental concerns (28%) and ethical reasons (27%).