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January 16, 2019 - The Vegan Authority

Over 50% of Londoners eating more plant-based food this January: Survey

Over 50% of Londoners eating more plant-based food this January: Survey
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A survey, conducted by Pure, London’s leading food-to-go brand, of more than 2,000 people, found that 57% of respondents are eating more vegetarian and vegan food since since the start of 2019. 

Co-founder of Pure, Edward Bentley, says that “It is incredible to see so many people embracing a plant-based lifestyle”. This year Veganuary is expecting 300,000 people to participate.

The results were very balanced across both female and male participants of the survey, with just 2% more women (58% vs 56%) saying they were they are eating more vegetarian food. 

But there was a more significant trend for those aged under 35, where 64% stating this as their aim for January.

In fact, millennials, worldwide, are driving the shift away from meat and the meat industry is taking note. They are shaking up carnist industries. Chuck Jolley, president of the Meat Industry Hall of Fame reported that activism, despite the 'ag gag' laws and plant-based meat substitutes are two of the six 'great' challenges for the meat industry. 

While millennials are one of the key drivers of this global shift away from consuming animal products, the trend toward veganism and a plant-based diet appears to be broader than any one generation.

"A full 70% of the world population reportedly is either reducing meat consumption or leaving meat off the table altogether" according to a report from GlobalData, a leading data and analytics company that works with 4,000 of the world’s largest companies, Forbes reported.

"Celebrities, athletes, and even entire companies including Google and countries such as China are backing the movement to eat more plants. To take a page from Mugatu in Zoolander, ‘Plants are so hot right now."


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