After our usual milk market report from Chris, Will and Ben are joined on the podcast this week by Grace Randall, Retail Insight Manager at the AHDB and Helen Dent, Senior Consultant with Kite, to share some insight into the AHDB data on Veganuary. With numbers of those taking part in Veganuary remaining relatively low this year, Grace takes us through some of the consumer and shopper data in the report, including the demographic of buyers and buying trends that might help indicate future figures for Veganuary and how this might impact the dairy industry. Grace and Helen discuss how this all links with the sustainability agenda and where this sits in the priority for consumers at present, as well as how this has changed over time, with other influencing factors contributing to buying behaviour in terms of dairy vs alternatives.