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In December 2024, Generation Z was the generation with the highest share of responding adults who planned not to eat meat in the coming year in Great Britain (GB). Approximately ** stated that they did not intend to eat meat in 2025. Another **** percent of Gen Z respondents stated that they were already meat-free.

Reduction in the meat consumption of British consumers

Recently, there have been noticeable changes in meat consumption by consumers in the United Kingdom (UK). Almost **** of survey respondents stated that they eat less or much less meat, as compared to half a year ago. Moreover, an average of approximately ** percent of British respondents had recently purchased plant-based alternatives for the first time. This was higher than the share of respondents who had done so in the United States and Germany, which was on average around ** and ** percent, respectively. Not only are meat alternatives tried by many new consumers in the UK, but such products are also consumed across all generations, with relatively low variations. The share of consumers who eat meat substitutes in the UK by generation was ** percent among respondents from Generation Z.

Veganism in Great Britain

According to a recent survey in the UK, the share of vegans is approximately percent. There is no discernable difference among the share of vegans when it comes to gender. Moreover, an average of about ** percent of adults in the UK follow no nutritional rules or diets. Among the different regions in GB, the percentage of vegans slightly varies. In London, the share of people who follow a vegan diet tends to be particularly high, whereas the share of vegans in the Midlands and the rest of the South tends to be relatively low. The main reason for being vegan in the UK is an ethical motivation. Almost ** percent of survey respondents stated that they do not consume animal products because they are concerned with the welfare of animals. Environmental reasons were also considered by about **** of respondents.