Health and affordability are the joint drivers of a surge in sales of beans and pulses according to new analysis by advocacy group Madre Brava contained in the report Britain backs beans: Health and affordability is driving growth of plant proteins. 

Madre Brava evaluated latest data from NielsenIQ, which shows that combined sales of beans, pulses, tofu and tempeh in the UK grew 7.3% (10.1% in value) versus the same period last year. The picture is rather different for plant-based meat alternatives which declined 4.3% in the number of units sold versus January to June 2025.

Drilling down into the data, the report finds that sales of dried beans, peas and lentils increased by 16.7%, canned and jarred beans by 6.4%, tofu by 7.2%, and tempeh by a huge 71.5%.

Madre Brava says that far from abandoning plant-based proteins, British consumers are shifting their preferences in what plant-based products they are buying. This, it says, is likely to be down to health concerns – led by trends such as protein-boosting and so-called fibremaxxing – and affordability (the rise in volume sales of cheaper dried pulses such as lentils is striking).

The increase in sales of single-ingredient plant proteins such as tofu, tempeh and seitan, alongside reductions in meat alternatives is attributed to wideningconsumer concerns over ultra-processed foods. The report also notes the role played by campaigns such the Food Foundation’s Bang in Some Beans initiative, and the emergence of a premium beans and pulses category in driving up sales. 

Madre Brava’s UK director, Sara Ayech said: “The bounce back in plant-based sales shows consumers are choosing foods that are a win for their health, their budgets and can compete on taste.

“Supermarkets account for more than 80% of our calorie intake. They can help drive this trend by ensuring a growing range of products that are the most convenient and appealing options for flexitarian customers, who want to eat more plants to fulfil nutrition goals.

“Setting targets for increasing the mix of plant proteins can also help retailers meet healthy sales and sustainability targets. 

“We aren’t surprised to see the rise in bean sales. Beans are a triple win for health, sustainability and our wallets“

Chloe Mackean, food business transformation manager at The Food Foundation, said: “We aren’t surprised to see the rise in bean sales. Beans are a triple win for health, sustainability and our wallets. They are a healthy and affordable protein source, high in fibre and emit far fewer greenhouse gas emissions than animal protein. ). 

Beth Latham, head of category and strategic projects at Bold Bean Co said: “The canned pulses category is undergoing a real transformation. It was previously a dusty, highly commoditised aisle in the store that lacked innovation. However, over the last few years, the premium end of the category has reshaped how consumers think about beans, proving they are delicious and can be the hero of a meal.”