Studies & Numbers

Survey Finds That Two Million Brits Now Identify as Vegan or Plant-Based

A survey conducted by The Vegan Society has found that 3% of people in Great Britain now identify as either vegan or plant-based, representing a total of approximately two million people.

There are significant variations between regions, with 4% of the population in London, the North East, and the South West identifying as vegan or plant-based. This falls to 2% in Scotland, Wales, and the East Midlands.

10% of respondents say they are reducing or eliminating their intake of animal products in some way, with 4% identifying as vegetarian and 3% as pescetarian. Younger generations are twice as likely to follow a plant-based diet as older ones, and women are more likely to do so than men (3.6% compared to 1.98%). Additionally, graduates are significantly more likely to be vegan or plant-based than non-graduates.

Animal welfare is the most common motivator for choosing a plant-based diet, selected by 57% of respondents. Physical health is close behind at 52%, followed by the environment at 48%.

Survey finds that two million Brits identify as vegan or plant-based
© The Vegan Society

“Remarkable transformation”

The survey only looked at Great Britain and did not include Northern Ireland. Consequently, the number of vegans in the UK as a whole may be even higher. Research conducted last year suggested that there could be as many as 2.5 million Brits following a plant-based diet, a huge increase of 1.1 million compared to 2023.

The apparent increase in the vegan population is borne out by the rising interest in plant-based options at restaurants. Figures published last month indicated that vegan orders at UK quick-service restaurants increased by 56% in 2024, while vegetarian orders were up 64%.

“These results reveal a remarkable transformation in attitudes toward veganism and plant-based living across Britain,” said Claire Ogley, Head of Campaigns, Policy and Research at The Vegan Society. “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.”

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