More than half of UK adults are now adopting vegan-buying behaviors, according to a new report.
The research, which marks the start of World Vegan Month this November, shows that Britain is becoming more and more vegan-friendly.
Half of participants surveyed revealed that they welcome the rise in plant-based foods available in shops, cafés, and restaurants - with one in 10 (nine percent) saying they would like even more vegan options.
Comissioned by The Vegan Society and carried out online by Opinion Matters, the survey brought to light that one in five Brits (19 percent) reduce the amount of meat they buy, and the same number check that the cosmetics they purchase are cruelty-free.
A third of those surveyed believed schools should teach about the impact of animal agriculture on the environment.
However, nearly half (46 percent) said they would never consider becoming vegan - even being aware of the health benefits, animal welfare issues, and environmental impact.
The Vegan Society will also be launching a new mobile app later this month - VNutrition - developed with the help of a dietitian, which will support vegans in hitting their nutritional goals.