With many brands catering to plant-based lifestyles, adopting a meat-free diet has become much easier and accessible for Brits. This doesn’t have to be a strain on your bank account either, with plenty of affordable options available. We carried out our annual survey to investigate the diet habits and intentions of Brits this year and find out how many vegetarians and vegans are in the UK.
Vegans and vegetarians in the UK: Key statistics
In 2024, there are an estimated 2.5 million vegans in the UK, 4.7% of the adult population.
The number of vegans in the UK has risen by an estimated 1.1 million between 2023 and 2024.
In 2024, there are 3.1 million vegetarians in the UK, making up 5.8% of the population.
There are around 3 million pescatarians in the UK, equating to 5.7% of the population.
Currently, 16% of the UK population follows a meat-free diet (8.6 million people).
6.4 million Brits plan to adopt a meat-free diet in 2024 – if they do, the UK could have 15 million people eating meat-free by 2025.
Over half of generation Z (52%) could be eating a meat-free diet by 2025.
How many vegans are there in the UK?
In 2024, there are around 2.5 million vegans in the UK, 4.7% of the population, an increase from 1.4 million vegans (2.5%) in 2023. The number of vegans in the UK has risen by 1.1 million between 2023 and 2024, indicating a growing trend towards veganism.
How many vegetarians are there in the UK?
Currently, the UK has approximately 3.1 million vegetarians, which is 5.75% of the population. This number represents a slight decrease from 3.4 million (6.5%) in 2023, suggesting a small reduction in the vegetarian population.
However, the number of vegans and pescatarians has increased, so some vegetarians might have adopted one of these diets.
How many pescatarians are there in the UK?
There are around 3 million pescatarians in the UK, making up 5.7% of the adult population. This number is up from 2.4 million (4.5%) in 2023, showing an increase in the popularity of the pescatarian diet.
How many people follow a meat-free diet in the UK?
Overall, 16% of the UK population follows a meat-free diet in 2024, which equates to around 8.6 million people. This has increased by around 20% since the start of 2023, when 7.2 million people were following a meat-free diet.
In 2024, just under 6.4 million people plan to adopt a form of meat-free diet. This includes 2.4 million people (4.5%) in the UK who plan to become vegetarians, 2 million (3.8%) who intend to follow a vegan diet, and 1.97 million (3.7%) who are considering adopting a pescatarian diet.
Compared to the 8.6 million planning to go meat-free in 2023, the number of people planning to adopt a meat-free diet has decreased by around 2.2 million.
It is unlikely that everyone will stick to their intentions, but if everyone who planned to cut meat out did so, the UK would have a total of 15 million meat-free citizens at the beginning of 2025, which is 28% of the adult population.
Which generation has the most vegetarians and vegans?
The younger generations, particularly generation Z and millennials, are leading the way in adopting meat-free diets, both in current practice and future intentions. This trend progressively decreases with older generations, with the silent generation showing the least interest in giving up meat.
This shift across generations could be influenced by increased awareness of health, environmental concerns, and animal welfare among younger people. As the younger generations age, the overall proportion of the UK population following meat-free diets is likely to increase.
More than a quarter of generation Z (26%) is currently following a meat-free diet, including 9% vegetarians, 9% vegans, and 8% pescatarians. This generation leads in adopting plant-based diets, reflecting a strong trend towards vegetarianism, veganism, and pescatarianism among the youngest adults.
They also have the highest intentions to adopt a meat-free diet, with a further quarter (26%) planning to start a meat-free diet in 2024. If this does happen, more than half of generation Z (52%) will be meat-free.
Millenials
Millennials follow closely behind generation Z, with over 1 in 5 (22%) currently eating a meat-free diet. This includes 7% vegetarians, 8% vegans, and 6.5% pescatarians. A further 17% of millennials are considering a shift to meat-free diets in 2024, adding up to a possible total of 39% by 2025.
Generation X
Generation X sits somewhere in the middle when it comes to meat-free diets, with 14% currently following one. 12% also plan to start eating meat-free this year, adding up to a total of just over a quarter (24%) who could be meat-free by 2025.
Baby boomers
Baby boomers are less likely to cut meat out of their diets, with around 1 in 10 (12%) following any type of meat-free diet. Very few members of this generation are considering adopting a meat-free lifestyle in the next 12 months, at just 5%, suggesting that there is likely to be little change in the number of meat eaters in the older generations.
Silent generation
Perhaps unsurprisingly, the silent generation shows the least inclination towards meat-free diets, with only 4% currently following one. There isn’t much motivation to stop eating meat among this generation either, with only 2% expressing an intention to go vegan, vegetarian or pescatarian in 2025.
Which region has the most vegetarians and vegans?
London leads the way in meat-free diets, with 1 in 5 residents (21%) currently identifying as a vegan, vegetarian or pescatarian. A further 18% are also hoping to go meat-free in 2024, which means that just under 2 in 5 Londoners (39%) could be in this group by 2025.
At the other end of the spectrum, the South West has the lowest number of vegans, vegetarians and pescatarians, with just 1 in 10 (11%) eating these diets. In terms of intentions for 2024, Scottish residents are least likely to go meat-free, with just 6% stating a plan to do so.
Region
Vegans
Vegetarians
Pescatarians
Total
Greater London
6.8%
7.6%
6.8%
21.2%
North East
4.9%
6.2%
7.4%
18.5%
East Midlands
4.0%
7.4%
6.7%
18.1%
North West
3.6%
7.7%
6.4%
17.7%
West Midlands
6.2%
5.6%
5.6%
17.4%
East of England
6.4%
5.35%
5.35%
17.1%
Scotland
5.4%
3.6%
6.5%
15.5%
Yorkshire and the Humber
3.6%
3.6%
7.3%
14.5%
Northern Ireland
3.9%
5.9%
3.9%
13.7%
South East
4.0%
5.0%
4.3%
13.3%
Wales
3.1%
3.1%
6.3%
12.5%
South West
2.8%
6.2%
2.3%
11.3%
Methodology
Finder commissioned Censuswide to carry out a nationally representative survey of adults aged 18+. In January 2024, a total of 2,000 people were questioned throughout Great Britain, with representative quotas for gender, age and region.
Quick overview
In 2023, there are 3.4 million vegetarians in the UK.
The latest figures show there are also 1.4 million vegans in the UK.
Currently, 14% of adults in the UK (7.2 million people) are following a meat-free diet.
A further 8.6 million Brits plan to go meat-free in 2023, which means that the UK could have a total of 15.8 million meat-free citizens at the beginning of 2023 (30% of the adult population).
Younger generations are significantly more likely to follow a meat-free diet, with 43% of gen Z planning to cut meat from their diet in 2023.
How many people in the UK are vegetarian, vegan or pescatarian in 2023?
According to our survey, 86% of the population currently eat meat in their diets. This means that around 7.2 million British adults (14%) currently follow a meat-free diet.
How many vegetarians are there in the UK?
There are 3.4 million vegetarians in the UK, making up 6.5% of the adult population. The vegetarian diet remains the most common of the non-meat diets.
How many vegans are there in the UK?
There are around 1.4 million people in the UK who are currently vegan, which equates to 2.5% of the UK adults population, and this number is growing rapidly.
How many pescatarians are there in the UK?
The second most popular meat-free diet in 2023 is the pescatarian diet, with around 2.4 million Brits (4.5%) opting for this diet.
There was a net loss of 103,000 people who gave up on their meat-free diets in the UK throughout 2022, according to our research.
The diet that gained the most recruits in 2022 was vegetarianism, with 155,000 people joining the cause, while 9,117 people took up pescetarianism. However, these gains were offset by a decrease of over 268,000 vegans.
Brits are once again optimistic about cutting meat out of their diets in 2023. 8.6 million of us plan to become vegetarian, vegan or pescatarian over the next 12 months. While our previous research suggests it is very unlikely that everyone will stick to these intentions, if they did, the UK would have a total of 15.8 million meat-free citizens at the beginning of 2024.
There is a clear age divide when it comes to views on eating meat. Our studies show that millennials are currently the most meat-free generation. Almost 1 in 4 (18%) of millennials currently go without meat by following a pescatarian, vegetarian or vegan diet, and a further 26% intend to stop eating meat in 2023.
Gen Z are not far behind, with 16% of this generation currently following a meat-free diet. However those in this age group are the most optimistic when it comes to cutting meat out of their diet in 2023, with 43% of gen Z’s intending to do so. If all of these individuals were to stick to their intentions, 59% of gen Z would be meat-free by 2024.
The silent generation (aged 74+) were the least likely to avoid meat, with only 5% currently doing so, and a meager 1% intending to cut meat from their diet in 2023.
Are there gender differences when it comes to diet?
The survey found that there are currently 16% less men than women who don’t consume meat. While this may be a slight difference, the same can’t be said for intentions to change diet. In 2023, a whopping 319% more men than women are planning to go vegan (7% versus 2%), 177% more men than women intend to go pescatarian (8% versus 3%) and 98% more men than women plan to go vegetarian (9% versus 4%).
Which region has the most vegetarians?
By the end of 2023, almost half of Greater London (46%) could be following a meat-free diet. This is if the 25% of Londoners who intend to ditch meat in 2023 actually follow through. With one in four Londoners currently following either a vegetarian, pescatarian or vegan diet, London is already the most meat-free region in the UK.
Following London is the West Midlands and Northern Ireland with 20% intending to ditch meat in 2022. Then East Midlands (18%), Yorkshire and the Humber (17%), East of England (16%), North West and Wales (14%).
On the other end of the intention spectrum is the North East, where just 9% of the population plan to adopt a meat-free lifestyle in 2023. This means that by 2024, just 18% of the North East will be meat-free, making them the least meat-free nation in the UK.
Currently, 14% of adults in the UK (7.2 million) are following a meat-free diet.
A further 8.8 million Brits plan to go meat-free in 2022 (the highest figure in 4 years).
This means that the UK could have a total of 16 million meat-free citizens at the beginning of 2023.
Just 2% of those who said they would give up meat in 2021 actually did so.
The most popular meat-free diet is vegetarianism with 3.3 million followers.
Younger generations are significantly more likely to follow a meat-free diet, with gen Z (aged 18 to 23) being the most likely to avoid meat already (25%) and plan on giving it up (30%) in 2022.
How many people in the UK are vegetarian, vegan or pescatarian in 2022?
According to our survey, 86% of the population currently eat meat in their diets. This means that around 7.2 million British adults (14%) currently follow a meat-free diet.
How many vegetarians are there in the UK? With around 3.3 million people in the UK (6%), the vegetarian diet remains the most common of the non-meat diets.
How many pescatarians are there in the UK? The next most popular meat-free diet at the moment is the pescatarian diet, with around 2.4 million Brits (5%) opting for this diet.
How many vegans are there in the UK? Lastly, there are around 1.6 million people in the UK who are currently vegan (3%), a number which is growing rapidly.
How many people gave up meat in 2021?
There was a net gain of 105,000 people who started to follow meat-free diets in the UK throughout 2021, according to our research. However, this figure is under 2% of the 6.5 million people who intended to do so, which means the number of people who gave up meat in 2021 fell by 78% compared to 2020. That year, 470,000 managed to follow through with their plans – around 9% of the 5.3 million who intended to do so.
The diet that gained the most recruits in 2021 was vegetarianism, with 130,000 people joining the cause, while 52,000 people took up veganism. However, these gains were offset by a decrease of almost 79,000 pescatarians. It’s worth noting that some of these people may have been pescatarians who also gave up meat in 2021.
How many people plan to give up meat in 2022?
Brits are once again optimistic about cutting meat out of their diets in 2022. 8.8 million of us plan to become vegetarian, vegan or pescatarian over the next 12 months – the highest figure recorded in the 4 years that we’ve been running this research. While our previous research suggests it is very unlikely that everyone will stick to these intentions, if they did, the UK would have a total of 16 million meat-free citizens at the beginning of 2023.
Which generation eats the least meat?
There is a clear age divide when it comes to views on eating meat. Our studies show that those aged 18 to 23 (generation Z) are currently the most meat-free generation. A quarter (25%) of generation Z said that they currently go without meat by following a pescatarian, vegetarian or vegan diet. This is a slight increase from last year’s most meat-free generation, millennials (24-42), of which 20% had adopted either a pescatarian, vegetarian or vegan diet.
Millennials are not far behind this survey – currently 18% follow a meat-free diet and they could be joined by an additional 27% throughout 2022. 9.6% are already following a different type of diet outside the main 3 meat-free diets.
Just 1 in 10 (11%) of the silent generation (aged 74+) avoid meat and only 5% plan to do so in 2022.
Are there gender differences when it comes to diet?
The survey found that there are currently 5% more men than women who don’t consume meat. While this may be a slight difference, the same can’t be said for intentions to change diet. In 2022, a whopping 56% more men than women are planning to go meat-free this year (21% versus 13%). If those who intend to go meat-free stick to their plans in 2021, there will be 30% more men than women adopting a meat-free lifestyle this year (35% versus 27%).
9% of men will be going vegetarian in 2022, while just 6% of women will be doing so. Veganism is the second most popular choice for men, as 6% will be adopting this lifestyle throughout 2022 too (just 2.95% of women will be going vegan in 2022). Finally, 4% of women will be going pescatarian in 2022, just slightly lower than the 5% of men who will be doing the same.
Which region has the most vegetarians?
By the end of 2022, more than half of Greater London could be following a meat-free diet. This is if the 27% of Londoners who intend to ditch meat in 2022 actually follow through. With almost a quarter of Londoners currently following either a vegetarian, pescatarian or vegan diet, London is already the most meat-free region in the UK.
Following London is the West Midlands, with 24% intending to ditch meat in 2022. Then East of England (19%), Yorkshire and The Humber (18%), Wales, the North West and East Midlands (16%), South West and Northern Ireland (13%), and the South East, where just 12% plan to give up meat.
On the other end of the intention spectrum is Scotland, where just 6% of the population plan to adopt a meat-free lifestyle in 2022. This means that by 2023, just 23% of Scotland will be meat-free. However, this won’t make them the least meat-free nation in the UK. That title goes to the South East, which could see just 21% following either a vegetarian, vegan or pescatarian diet by 2023.
Methodology
Finder commissioned Censuswide to carry out a nationally representative survey of adults aged 18+.
A total of 2,000 people were questioned throughout Great Britain, with representative quotas for gender, age and region.
The research was conducted in December 2021.
Quick overview
Currently, around 14% of adults (7.2 million) in the UK are following a meat-free diet.
A further 12% (6.5 million) of the population intend to become vegetarian, vegan or pescatarian in 2021.
Almost 500,000 Brits gave up meat in 2020.
The number of those who gave up meat in 2020 was double that of 2019’s figures.
People following veganism increased by 40% in 2020.
Younger generations are significantly more likely to follow a meat-free diet, with a fifth of Gen Z already doing so (20%) and a further 26% planning to adopt one in 2021.
The UK’s current diet
According to our survey, 86% of the population currently eat meat in their diets. This means that around 7.2 million British adults (14%) currently follow a meat-free diet.
How many vegetarians are there in the UK? With around 3.1 million people in the UK (6%), the vegetarian diet is currently the most common of the non-meat diets.
How many pescatarians are there in the UK? The next most popular meat-free diet at this moment in time is the pescatarian diet, with around 2.5 million Brits (5%) opting for this diet.
How many vegans are there in the UK? Lastly, there are around 1.5 million people in the UK who are currently vegan. A number which is growing rapidly.
How the UK’s diet has changed over the last 12 months
While the number of vegetarians and pescatarians has remained very similar to last year, Finder’s research estimates that the number of vegans in the UK has increased by 445,428 people (40%) over the past 12 months.
However, overall it seems that not many were able to stick to their diet over the past year. Of those who said they would cut out meat by the end of 2020, only 9% (500,000) managed to stick to their new diet.
The UK’s dietary intentions by the end of 2021
Numbers are certainly rising for those adopting a meat-free lifestyle. Combined with those who already follow a meat-free diet, there could be 13 million Brits (26%) who are vegetarian, vegan or pescatarian by the end of this year. If those who plan to ditch the meat actually follow through with their plans, around 1 in 10 people in the UK (11%) will be following a vegetarian diet, 8% will follow a pescatarian diet and 7% will be following a vegan diet.
Diet changes over 2021
The diet that will have the most new recruits in 2021 looks to be vegetarianism, as 2.8 million intend to take up this lifestyle.
The biggest change statistically though will be veganism. If the 2 million people who intend to become vegan this year actually do so, the number of vegans will increase by 132%.
The amount of people intending to adopt a pescatarian diet is set to increase the least, both number and percentage-wise, with 1.7 million Brits wanting to change to this particular diet.
Which generations are ditching the meat?
Our studies show that those aged 18 to 23 (generation Z) are currently the most meat-free generation. 20% of generation Z said that they currently go without meat by following a pescatarian, vegetarian or vegan diet. This is a slight increase from last year’s most meat-free generation, millennials (24-42), of which 19% had adopted either a pescatarian, vegetarian or vegan diet.
Generation Z is also leading the way for those intending to adopt a meat-free lifestyle in 2021, with over 25% planning to ditch the meat in this new year.
Only 8% of the silent generation are currently meat-free and only a further 4% plan to go meat-free in 2021, making them the least veggie generation.
Are there gender differences when it comes to diet?
The survey found that there are currently 262,000 more men than women who don’t consume meat (7.2 million vs 7 million). Similarly, more men than women are planning to go meat-free this year (13% vs 11%). If those who intend to go meat-free stick to their plans in 2021, there will be almost 1.2 million more men than women adopting a meat-free lifestyle this year.
The cost of each diet
Many people embark on a new diet for health and lifestyle reasons but often forget to think through the financial implications of the change. The reality is that what you eat can have a direct impact on your wallet.
It’s good news for vegetarians, who have a diet that’s 26% cheaper than a meat-inclusive one. This means they can save an extra £457 every year. It’s not so great for vegans, who have the most expensive diet overall, coming in at £2,073 annually. Interestingly, a pescatarian diet is only £29 cheaper per year than a diet that also includes meat.
When you look at the costs on a national scale, you can see the huge financial impact of changing consumer trends. If everyone followed through with their dietary plans in 2021, Brits would spend a total of £7.4 billion on vegan diets, £8.1 billion on pescatarian diets and £9.2 billion on vegetarian diets over a year.
The UK’s current diet and how it has changed over the past 12 months
According to the survey, 87% of the population currently eat meat in their diets. Of the non-meat diets, the vegetarian diet is the most common (7%), followed by the pescatarian diet (4%) and then the vegan diet (2%). This means around 6.7 million British adults currently follow a meat-free diet.
While the number of vegetarians and pescatarians has remained very similar to last year, Finder’s research estimates that the number of vegans in the UK increased by 419,000 (62%) over the past 12 months.
However, overall it seems not many were able to stick to their diet over the past year. Of those who said they would cut out meat by the end of 2019, only 5% (236,000) have managed to stick to their new diet.
The UK’s diet intentions by the end of 2020
Despite the relatively low numbers of non-meat eaters in the population remaining the same, many others intend to change their diets over 2020. 12 million Brits (23%) say they will follow a vegetarian, vegan or pescatarian diet by the end of this year. If these people follow through with their plans, around 1 in 10 (11%) will be following a vegetarian diet, 7% will follow a pescatarian diet and 4% will be following a vegan diet.
Specific diet changes over 2020
The diet that will have the most new recruits in 2020 looks set to be vegetarianism, as 2.5 million intend to take up this lifestyle.
The biggest change statistically though is veganism. If the 1 million people who intend to become vegan this year actually do so, this would be an increase of 98% compared to last year.
Pescatarianism is set to grow by 80%, while there will be a significant decrease in the number of meat eaters, with 5.2 million giving it up this year, which is an 11% reduction.
Which generations are ditching the meat?
Millennials are the most meat-free generation at the moment – 15% of this generation said that they currently go without meat by following a pescatarian, vegetarian or vegan diet. However, by 2021, gen Z will have overtaken millennials, with 35% of gen Z being meat-free compared to 32% of millennials.
Only 9% of the silent generation are currently meat-free and a further 3% plan to go meat-free by 2021, making them the least veggie generation.
Are there gender differences when it comes to diets?
The survey found there are currently 230,000 more females than males who don’t consume meat (3.9 million vs 3.7 million). However, more men than women are planning to go meat-free this year (11% vs 9%).
Cost of each diet
Many people embark on a new diet for health and lifestyle reasons and often forget to think through the financial implications of the change. The reality is that what you eat can have a direct impact on your wallet.
It’s good news for vegetarians, who have a diet that’s 26% cheaper than a meat-inclusive one, meaning they can pocket an extra £457 every year. It’s not so great for vegans, who have the most expensive diet overall, coming in at £2,073 annually. Interestingly, a pescatarian diet is £29 cheaper than a diet that also includes meat.
Yearly cost of each diet per person
When you look at the costs on a national scale you can see the huge financial impact of changing consumer trends. If everyone followed through with their dietary plans in 2019, Brits would spend a total of £4.5 billion on vegan diets, £7.6 billion on pescatarian diets and £9.2 billion on vegetarian diets over a year.
UK’s diet trends 2019
The UK’s current diet vs UK diet intentions by the end of 2019
According to the survey, 88% of the population currently eat meat in their diets. Of the non-meat diets, the vegetarian diet is the most common (7%), followed by the pescatarian diet (4%) and then the vegan diet (1%). This means around 6.5 million British adults are currently eating meat-free.
The UK’s diet intentions by the end of 2019
Despite the relatively low numbers of non-meat eaters currently, many intend to change their diets over 2019. Almost 12 million Brits (22%) say they will follow a vegetarian, vegan or pescatarian diet by the end of this year. If these people follow through with their plans, around 10% will be following a vegetarian diet, 7% will follow a pescatarian diet and 6% will be following a vegan diet.
Diet changes
The diet that will have the most new recruits in 2019 looks set to be veganism, as 2.2 million intend to take up this lifestyle. This would see the total number of vegans increase by a remarkable 327%, to a total of 2.9 million people.
Type of diet
Current population
Intend to start diet by end of 2019
Population by end of 2019
% change
No-specific diet
45,957,733
-5,240,334
40,717,398
-11%
Vegan
681,243
2,227,142
2,908,386
327%
Vegetarian
3,615,831
1,572,100
5,187,931
43%
Pescatarian
2,148,537
1,441,092
3,589,629
67%
Despite the potentially huge increase of vegans, vegetarianism remains the most popular of the major diets. It already has 3.6 million followers and an additional 1.5 million people are looking to ditch the steak in favour of greener pastures in 2019. This would bring the total vegetarian population up to 5.2 million.
Aspiring pescatarians are also on the rise. In fact, the pescatarian diet is likely to see numbers increase by a whopping 67 percent this year, bringing the total number of pescatarians to 3.6 million.
When you look at the costs on a national scale you can see the huge financial impact of changing consumer trends. If everyone followed through with their dietary plans in 2019, Brits would spend an additional £4.6bn on vegan diets, £2.8bn on pescatarian diets and £2.4bn on vegetarian diets over a year. This would equal a shift of £9.9bn from omnivore diets to meat-free ones.
UK total yearly cost of each diet
Which generations are ditching the meat?
Generationally, the percentage of people who eat meat, and don’t currently intend to change, increases with age. While 94 percent of those in the silent generation (born before 1945) and 86 percent of baby boomers eat meat, this figure drops to under two thirds (63%) for post-millennials (born after 1996).
Which regions of the UK are ditching the meat?
London (30%) and the North East (30%) of the UK see the highest proportion of residents either currently or intending to be meat-free by 2019. The survey suggests that three in every ten people in these locations will be meat-free by the end of the year. In contrast, East Anglia sees the lowest percentage of meat-free dieters, with only 13% of residents taking part in vegetarian, vegan or pescatarian diet.
Click here for more research. For all media enquiries, please contact:
Matt Mckenna UK communications managerT: +44 20 8191 8806
Liz Edwards has been a consumer writer and editor for more than 20 years. She led award-winning teams at the campaigning publisher Which?, and has covered a range of consumer rights and personal finance topics including pensions, credit, banking and insurance. Liz has appeared frequently in national media such as The Sun, Metro, HuffPost and The Independent. She loves to cut through waffle to give consumers the real lowdown. And she loves puns.
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