Plant-based diets are seen as a food-based strategy to address both the impact of dietary patterns on the environment, to reduce climate change impact, and also to reduce rates of diet-related dis-ease. This study investigated self-reported consumer purchasing behaviour of plant-based alter-native foods (PBAF) and wholefood plant protein foods (legumes). We identified the sociodemo-graphic factors associated with purchasing behaviour and examined knowledge about protein and plant-based diets. We recruited and consented n=1177 adults aged >18 from England and Scotland (mean age (± SD) 44 (16.4) years), across different areas of social deprivation, based on postcode. Descriptive statistics were conducted, and sociodemographic factors were examined by computing covariate-adjusted multivariate models with binary logistic regression analysis. 47.4% (n=561) consumers purchased PBAF and 88.2% (n=1038) wholefood plant-proteins. Most frequently purchased PBAF were plant-based burgers, sausages, and mince/meatballs. Individu-als from low deprivation areas were 3.5 times more likely than individuals from high deprivation areas to purchase wholefood plant-proteins (p=0.001). People from low deprivation areas were also 1.9 times more likely to recognise lentils as good source of protein (p=0.003) and 1.8 times more likely to recognise plant-based diets as healthy (p=0.004) than those from high deprived ar-eas. These results support current trends of increasing popularity of PBAF, which is positive for the environment, but also highlights these products as being ultra-processed, which may nega-tively impact on health. The study also re-enforces the link between deprivation, reduced pur-chasing of wholefood plant-proteins and knowledge of plant-based protein and diets. Further re-search is needed to examine healthfulness of PBAF and how sociodemographic factors, especially deprivation, affect both food choice and consumption of wholefood plant-proteins.