Food delivery service Just Eat has reported a 50 percent increase in vegan dishes ordered in January.
The trend, which falls in with the annual Veganuary campaign, reflects an increase in interest in plant-based diets according to the company.
The data shows that a flexitarian diet is adopted seasonally with spikes in vegan orders throughout certain months, with more people opting for animal-free options throughout January to March, and June to August.
'Eating habits and lifestyles'
"The new year brings new eating habits and lifestyles. As people become more conscious of the environment they are choosing a flexitarian diet; a primarily plant-based eating style with the flexibility for an occasional meat dish," a spokesperson said in a statement sent to Plant Based News.
"The growth in vegan orders reflects an increase in interest in plant-based diets, not just from those taking part in Veganuary, but also from vegetarians, flexitarians, and people who want to reduce the amount of meat they consume.
"With vegan menus being widely available and increasingly attractive, it’s expected that another increase in vegan orders will occur in the following months with a spike in vegan popularity in Summer."