- A new survey of over 10,000 people, conducted by Ipsos on behalf of The Vegan Society, shows that 2% of people in Scotland now identify as vegan or follow a plant-based diet, compared to the national average of 3%.
- Across Great Britain, 10% of the population are now reducing or eliminating animal products from their diets in some way.
- Animal welfare is the leading reason people choose to go vegan or plant-based, with 57% of respondents identifying it as one of their primary motivations. This is followed closely by concerns about physical health (52%) and the environment (48%).
New research from The Vegan Society reveals that 2% of people in Scotland now identify as vegan or follow a plant-based diet, compared to the national average of 3%. This marks a notable gap, as Britain’s evolving dietary habits reflect the growing appeal of ethical and sustainable food choices.
Across Great Britain, 10% of the population are now reducing or eliminating animal products from their diets, spanning vegans, vegetarians, pescatarians, and other plant-forward lifestyles. This includes approximately 2 million people (3% of the population) who follow vegan or plant-based diets, and an additional 4% who identify as vegetarian, indicating a broad, collective movement toward more mindful and sustainable eating habits.
The research reveals regional variations in the adoption of vegan and plant-based diets across the UK. London, the North East, and the South West emerge as hotspots, with 4% of their populations identifying as either vegan or plant-based, above the national average of 3%. In contrast, regions such as Scotland, Wales and the East Midlands report the lowest levels, with only 2% of residents following these diets.
The data also highlights key demographic trends. Younger generations are at the forefront of this shift, with those aged 16-44 being twice as likely to follow a vegan lifestyle as older age groups, signaling a strong momentum for continued growth in this lifestyle. Women are more likely than men to adopt vegan or plant-based diets, with 3.60% of women identifying as such compared to 1.98% of men.
Commenting on the findings, Claire Ogley, Head of Campaigns, Policy and Research at The Vegan Society, said: “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.”
The Vegan Society’s research underscores a commitment shared by millions to reducing the impact of human consumption on animals and the planet. As awareness grows, regions including Scotland will play a pivotal role in shaping the future of food and lifestyle choices in the UK.
For more information on veganism, visit The Vegan Society’s website.
