The consumptions of vegan food was up 28%, while sales of non-alcoholic cocktails and drinks rose 35%, at festivals this summer, compared to last year, according to research carried out by Togather.

UK-based events management platform Togather has published a report on the UK food and drink behavioral trends at festivals this summer, having tracked data at more than 100 major live events that were collectively attended by around 10 million people. The events include GALA, Black Deer (pictured), Brighton on the Beach and Pride in London.

Key findings include:

  • Vegan food has risen by 28% over the course of the last 12 months. The number of people identifying as vegan in the UK has grown by an estimated 350% over the last 10 years and remains growing at 10% year-on-year. The most popular vegan dish sold was plant-based burgers with a side of fries.
  • Sales of non-alcoholic cocktails and drinks grew by 35% across all the events, showing the continued rise in demand for non-alcoholic drinks. The most popular option was alcohol-free lager, with virgin mojitos second.
  • The best-selling dish across all the events – replacing burger and fries in 2023 – was chicken tenders and fries. Sales rose 18% from 2023, potentially showing how attendees are continuing to move away from red meat, with consumption in the UK having dropped 15% since 2012.
  • The best-selling drink overall was a pint of lager – outselling non-alcoholic options by five times. Sales of lager were up 15% on 2023, showing that those who are drinking alcohol are doing so in higher quantities.
  • The specific cuisine that saw the highest rise in popularity was Moroccan food, which rose 300% in popularity – with the most popular dish being Harissa Chicken.
  • Sales of babycinos rose by 60%, showcasing that parents are becoming more comfortable bring children along to events with them.
  • The best-selling genre of music festival was at jazz events, with per head sales of 30% higher than other types of music.

Togather co-founder Hugo Campbell said, “Given the well publicised growth of vegan and alcohol-free options, I can’t say I’m too surprised to see substantial rises in these areas, and it’s so important that event organisers factor this into their future plans.

“While we’re still seeing the prevalence of old favourites such as a pint of lager or a burger, it’s important to recognise that the quality of these options has been rising and is very far away from events 15 years ago. I think I can officially announce that the age of the warm beer and plastic burger at a festival is over.”

 

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