Non-Alcoholic and Vegan Sales Soar at Festivals

After tracking data at over 100 major events attended by 10 million people—including GALA, Black Deer, Brighton on the Beach, and Pride in London— the company, which connects event organisers with a curated selection of high-quality suppliers, revealed a range of emerging preferences in festival attendees food and drink choices this summer.

Key Findings from the Report

Vegan Food Surges by 28%
Vegan food sales jumped 28% compared to last summer, with the most popular item being plant-based burgers and fries. This reflects broader UK trends, as the number of people identifying as vegan has grown 350% over the past decade, with a steady 10% annual increase.

Non-Alcoholic Drinks See a 35% Spike
Demand for alcohol-free beverages surged, with alcohol-free lager and virgin mojitos leading the way. This aligns with the broader movement toward low or no-alcohol lifestyles, as more festival-goers seek options beyond traditional cocktails and beer.

Chicken Tenders Outsell Red Meat
Chicken tenders and fries were the best-selling dishes of the season, up 18% from last year, signalling a move away from red meat. UK red meat consumption has dropped 15% since 2012, and it appears festivals are reflecting this shift.

Traditional Lager Dominates
Despite the rise in alcohol-free choices, traditional lager outsold non-alcoholic options by a factor of five. Lager sales saw a 15% boost, indicating that while preferences are diversifying, classics still have a firm place in festival culture.

Moroccan Cuisine Rises by 300%
Moroccan food soared in popularity, particularly Harissa Chicken, marking a shift toward more varied, globally inspired food options.

Family-Friendly Options Increase
Sales of babycinos (frothy, milk-based beverages for kids) rose by 60%, showing that more parents are comfortable bringing children to festivals.

Jazz Festivals Lead in Per-Head Spending
Jazz festivals saw the highest per-head spending, with 30% more spent on average compared to other music genres.

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Reflecting on these findings, Togather’s co-founder Hugo Campbell noted:

“The demand for vegan and alcohol-free options is growing fast. For event organisers, this is a clear call to diversify offerings to meet the evolving expectations of attendees. While staples like lager and burgers remain popular, the quality has improved dramatically over the years. The age of warm beer and plastic burgers at festivals is long gone.”

Food for thought, should you be considering organising a festival in 2025 or already deep into the planning stages: will you join the trend and introduce more vegan and non-alcoholic options at your event?

For more information on Togather and the services they offer, head to: togather.com