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A recent survey by The Vegan Society has revealed that 3% of people in Great Britain identify as vegan or plant-based, equating to approximately two million individuals.
This growing demographic reflects a broader trend, with an additional 10% of respondents actively reducing or eliminating animal products from their diets. Among them, 4% identify as vegetarian, and 3% as pescetarian.
Demographic trends further highlight the momentum behind the shift toward plant-based living. Younger generations, particularly those aged 16-44, are driving the change, with individuals in this age group being twice as likely as older generations to embrace veganism or plant-based lifestyles. Women also outpace men in adopting these diets, with 3.6% of women identifying as vegan or plant-based compared to 1.98% of men. Graduates are significantly more likely to choose these lifestyles than non-graduates.
Unlike other studies that emphasize taste and health as the primary motivators for plant-based consumption, The Vegan Society’s survey identifies animal welfare as the top reason for UK consumers adopting veganism, with 57% of respondents citing it as their main inspiration. Health considerations ranked second at 52%, followed by environmental concerns at 48%.
As expected, London, along with the North East and the South West, boasts the highest proportion of individuals embracing plant-rich diets, with 4% of their populations identifying as vegan or plant-based—above the national average. In contrast, Scotland, Wales, and the East Midlands report the lowest adoption rates, at just 2%.
Beyond dietary changes, the survey revealed that most vegans extend their ethical considerations to other areas of their lives. An impressive 96% of vegans avoid more than just animal products in their diet.
These findings align with broader trends. Recent data from VITA Mojo, a tech company providing innovative solutions for the hospitality industry, showed that vegan orders at UK quick-service restaurants surged by 56% in 2024, alongside a 64% increase in vegetarian orders.
Claire Ogley, Head of Campaigns, Policy and Research at The Vegan Society, commented on the findings, saying, “These results reveal a remarkable transformation in attitudes toward veganism and plant-based living across Britain. It’s inspiring to see younger generations leading the way, with a growing number of people adopting more sustainable and compassionate lifestyles for a variety of reasons, from health to the environment to animal welfare.”