According to a new survey from personal finance comparison site finder.com, an estimated 2.5 million UK adults are following a vegan diet at the start of 2024 (4.7% of the population), which represents a growth of 1.1 million since last year when the annual research found that there were an estimated 1.4 million vegans in the UK (2.5%). An additional 3.8% of UK residents are planning to adopt a vegan diet in 2024.

The survey also found that at the beginning of 2024, there were 3.1 million vegetarians (5.8% of the population) and 3 million pescatarians (5.7 %) in the UK. This means that, currently, up to 16% of the UK population (8.6 million people) is estimated to follow a diet which does not include the flesh of terrestrial animals. This has increased by around 20% since the start of 2023 when the estimated value was 7.2 million people.

More than a quarter (26%) of Generation Z aged 18 to 23 are currently following a diet without meat from terrestrial animals, including 9% vegans, 9% vegetarians, and 8% pescatarians. Another quarter (26%) are hoping to give up terrestrial meat in 2024. The values for Millennials (aged 24-42) are 22%, for Generation X (aged 43-54) is 14%,  for baby boomers (aged 55-73) is 12%, and only 4% of the silent generation (aged 74+).

Greater London is the most vegan-friendly region with 20% identifying as vegan, vegetarian or pescatarian and 25% planning to become one of these this year. According to the survey. The percentage of vegans in Greater London is 6.8%, followed by 6.4% in the East of England, 6.2% in the West Midlands, 5.4% in Scotland, and 4.9% in the North East. The UK region with fewer vegans is the South West with 2.8%, followed by Wales with 3.1%.

Finder commissioned Censuswide to carry out a nationally representative survey of adults aged 18 or over. In January 2024, a total of 2,000 people were questioned throughout Great Britain, with representative quotas for gender, age and region.

Jordi Casamitjana
“Originally from Catalonia, but resident in the UK for several decades, Jordi is a vegan zoologist and author, who has been involved in different aspects of animal protection for many years. In addition to scientific research, he has worked mostly as an undercover investigator, animal welfare consultant, and animal protection campaigner. He has been an ethical vegan since 2002, and in 2020 he secured the legal protection of all ethical vegans in Great Britain from discrimination in a landmark employment tribunal case that was discussed all over the world. He is also the author of the book, ‘Ethical Vegan: a personal and political journey to change the world’.