Vegan and Vegetarian Diets: What the Survey Measures

A representative Ipsos survey for The Vegan Society, conducted among 10,194 adults aged 16 and over in Great Britain in August–December 2024, found 1% describing their diet as vegan, 2% as plant-based, 4% as vegetarian and 3% as pescatarian. These are survey estimates with different definitions, not a census or a measure of all UK residents.

In this survey, “plant-based” allowed occasional animal products, while “vegan” meant avoiding them as far as possible and practicable. Combining those groups therefore does not count only vegans. A stated dietary intention in another survey is also different from an established eating pattern.

Key Facts & Figures (Overview)

  • 1% identified as vegan in the 2024 Great Britain survey
  • 2% described their diet as plant-based
  • 4% identified as vegetarian
  • 3% identified as pescatarian
  • 88% identified as omnivore; rounded categories need not sum exactly to 100%
  • 10,194 adults took part in the Ipsos telephone survey
  • 16 and over: the survey population, covering Great Britain rather than the whole UK
  • August–December 2024: the fieldwork period, not a 2026 market forecast
  • 3% combined: vegan and plant-based respondents under the survey’s different definitions
  • 57% of the combined vegan/plant-based group cited animal welfare as a reason
  • 52% of that group cited physical health
  • 48% cited the environment
  • 27% cited mental health; respondents could give multiple reasons
  • Vegan is not allergen-free: ingredients and cross-contact still need checking
  • 14 allergen groups require information when present as ingredients, including in plant-based dishes

Who Is Going Meat-Free?

Differences between demographic groups depend on the survey, definitions and sample size. These findings describe the 2024 Ipsos sample rather than proving a continuing national trend.

Age: the survey reported a higher likelihood of identifying as vegan among adults aged 16–64 than among those aged 65 and over. It found no statistically significant age difference for the separate plant-based category.

Gender: a higher proportion of women than men identified as vegan or plant-based. This describes the proportion within each gender, not the gender composition of all vegans.

Geography: small regional samples make precise rankings less reliable. A national survey should not be treated as an exact local customer count.

The Food Service Implications

Dietary preferences create practical questions for menus and customer communication. Businesses should assess their own demand and keep product descriptions accurate.

Menu planning: distinguish vegan, vegetarian and other requests, ask about the customer’s requirements and check what can be provided safely. Private order-growth estimates are not a national measure of dietary prevalence.

Allergens: soya, nuts, sesame and cereals containing gluten may be present in plant-based dishes. Vegan labelling does not guarantee the absence of milk, egg or another allergen through cross-contact.

Preparation: manage hygiene and cross-contact risks, and communicate the limits of what the kitchen can provide. Ethical or religious dietary requirements should be described accurately, but are not interchangeable with an allergen-free safety claim.

Labels: applicable ingredient and allergen requirements also cover plant-based alternatives. PPDS food needs a full ingredient list with regulated allergens emphasised; other formats have their own information duties.

Written by Food Safety Experts

This guide was produced by the team at Level 3 Food Hygiene Certificate, a UK provider of RoSPA-approved online food hygiene training. The growth of plant-based eating is reshaping the UK’s food environment — and creating specific food safety and allergen management challenges for food businesses adapting their menus.

Sources & References

Adapting your menu for plant-based diners? Make sure your supervisors are trained in allergen management and safe food handling.

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Mark McShane
Mark McShane
Health & Safety Training Specialist, Online CPD Academy

Mark writes about food safety, food hygiene and accredited online training for Level 3 Food Hygiene Certificate, part of Online CPD Academy.