A third of the population (33.5 percent) now have meat-free or meat-reduced diets, according to the Waitrose & Partners Food & Drink Report 2018-19 which was released today.
The report, which is based on OnePoll consumer research of people across Britain - not just Waitrose shoppers, puts the change down to a growing interest in the 'mindfulness of our wellbeing and environment'.
According to the data, one in eight Brits (13 percent) now identify as vegan or vegetarian, and a further 21 percent as flexitarian - though 50 percent of those calling themselves veg*an also admitted to eating meat on some occasions.
In addition to cutting their meat intake, consumers are becoming increasingly conscious of the impact of plastic.
"Nearly nine in 10 people (88 percent) who saw that episode of BBC's Blue Planet II about the effect of plastics on our oceans have changed their behavior since," says the report.
"And 60 percent of us now choose a refillable water bottle and coffee cup more than we did, and Waitrose has seen an 800 percent increase in questions about plastics from customers."
Among the growing food trends listed is aquafaba – the water from tins of chickpeas.
Waitrose says: This is the year it made its way into everything from meringues to cocktails as an alternative to egg white."
"Being mindful of how we live and eat has become a priority in today's world," Waitrose Managing Director Rob Collins said in a statement.
"As we become increasingly mindful of our own health, the wellbeing of our family and that of the planet, we're reshaping how we shop, cook and eat. Welcome to the era of the mindful consumer."
Disclaimer: The opinions expressed in this article are prepared in the author's capacity and do not necessarily reflect the views and opinions of Plant Based News itself.Reuse this content
Maria is the Editor of Plant Based News. A former magazine editor, newspaper reporter, and features writer, her work has been published by The Guardian, The Huffington Post, and various regional newspapers, as well as Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle. You can follow her on Twitter @MariaChiorando and Instagram @mariachiorando.
Since you're here...
Plant Based News is a FREE service that receives millions of views each week on Youtube, Facebook, Instagram, Twitter, our weekly newsletter and this website. This takes a lot of our personal time, money and hard work. But we do it because we KNOW it makes a difference. If those following our reporting helped by contributing, we could do even more. Please consider supporting us so we can create further awareness about animal rights, environmentalism, ethical consumerism and the plant-based lifestyle. Not a false narrative - but information that empowers people to make better choices.