Latest research indicates the vegan movement is continuing to gain momentum, as a third of Brits are now adopting a meat-fee or meat-reduced diet.

The Waitrose & Partners Food & Drink Report 2018-19 also found one in eight (13 percent) Britons now identify as vegan or vegetarian, and 21 percent as flexitarian.

Key Findings 

• A third of the British population (33.5 percent) now have meat-free or meat-reduced diets
• One in eight Brits (13 percent) now identify as vegan or vegetarian
• A further 21 percent said they are flexitarian
• Half of all those who identify vegan or vegetarian eat meat ‘at weekends’, ‘occasionally’ or ‘on special occasions’

Managing director Rob Collins said: “Being mindful of how we live and eat has become a priority in today’s world.

“As we become increasingly mindful of our own health, the well-being of our family and that of the planet, we’re reshaping how we shop, cook and eat. Welcome to the era of the mindful consumer.”

Plastic

The research also found some encouraging trends surrounding environmental issues.

Nearly nine in ten people (88 percent) who saw an episode of BBC’s Blue Planet II about the effect of plastics on our oceans have changed their behaviour since.

Sixty percent of us now choose a refillable water bottle and coffee cup more than we did previously. Waitrose has also seen an 800 percent increase in questions about plastics from customers.

Released today, (1 November) the The Waitrose & Partners Food & Drink Report 2018-19 is based on comprehensive new OnePoll consumer research of 2000 people across Britain – not just Waitrose shoppers.

Data is supported by focus group research, insight from millions of purchases in Waitrose & Partners shops and online, and from the retailer’s food and shopping experts.

• Read: 74% of Brits consciously reduced their meat consumption this year

What do you think of the research? Leave your thoughts in the comments section below!