Asda has revealed that searches for the term ‘vegan’ rocketed to the top of its website this January, as meat-lovers look to ‘turn over a new leaf’.

Searches for vegan products on the retailer’s website beat milk, meat, eggs and fish to the number one spot, as shoppers snubbed these staples in favour of plant-based alternatives.

Even though ‘Veganuary’ is a popular time for those considering a plant-based diet to take some action, searches for vegan alternatives on Asda.com were up an unbe-leaf-able 417% on last year.

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.

Earlier this month Asda launched 48 new products as part of its Plant Based range, including a vegan Katsu curry that has been flying off the shelves.

The popular product outperformed expectations, selling an impressive 92% more than planned in the first two weeks of the month, and leads the charge for more adventurous vegan-friendly alternatives to meat.

The mouth-watering new range is approved by The Vegan Society and features a range of meat-substitutes, which in a first-to-market innovation; using mushroom-based alternatives to meat, instead of soy-based alternatives favoured by most supermarkets.

This gives Asda’s meat-free mince, burgers, sausages and meatballs a savoury umami taste, as well as offering more nutritious and healthier options when following a vegan diet.

Julie Wild, Asda Own Brand Strategy & Governance Manager, adds: “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.

"Luckily, Asda customers don’t have to compromise on quality or price either, as the new Plant Based range offers market-leading value an something for everyone, from duckless spring rolls and No-Zzarella sticks, to vegan dirty fries and delicious food to go options.”