According to a large survey carried out by Ipsos, 3% of respondents now identify as following a vegan or plant-based diet, translating to approximately 2 million people in the UK. Younger age groups, particularly those aged 16-44, are leading this shift, being twice as likely to identify as vegan compared to older generations, signaling a strong momentum for continued growth in plant-based living. The survey also revealed that 10% of people in the UK now follow diets that reduce or eliminate animal products in some way, whether vegetarian, pescetarian, or plant-based, reflecting a broad, collective movement toward more mindful and sustainable eating habits.