A new report on food shopping in the U.K. shows that one in eight Britons is now vegetarian or vegan, and another 21 percent identify as flexitarians. This means that about a third of U.K. consumers have deliberately reduced or eliminated meat from their diets, and it underlines a revolution in the eating habits of U.K. citizens.

Vegetarians have a diet that eliminates meat, poultry and fish, while vegans eat a plant-based diet and completely avoid all animal products. Flexitarians eat a largely vegetable-based diet and just occasionally supplement it with meat.

Related: Look out, meat industry — flexitarianism is on the rise

The report comes from the supermarket chain Waitrose, which studied the food choices of Britons across all British supermarket chains. The study shows that people are thinking about how they can individually counter climate change, and avoiding meat and dairy products seems to be the single biggest way that you can reduce your environmental impact on the planet.

Waitrose’s report comes from a poll of 2,000 adults who shop a variety of retailers, plus research of millions of transactions in stores and online. The report found the most likely age range to make the switch to veganism is 18 to 34.

“It’s extremely encouraging to learn how many Britons are choosing to reduce their consumption of animal products,” Nick Palmer, the head of Compassion in World Farming U.K., told The Guardian. Palmer added that science shows the healthiest diet is plant-heavy, and when you eat less meat, fish, eggs and dairy, you can help animals, people and the planet.

The Vegan Society claimed that the number of vegans in the U.K. has increased 400 percent in the last four years, from 150,000 to 600,000. Last May, Waitrose became the first U.K. supermarket to put dedicated vegan sections in its stores, plus it also launched a line of vegan and vegetarian ready-to-eat meals.

Vegan dining has also gone mainstream in the U.K., with many chains increasing their non-meat and non-dairy options. Some restaurants have also created menus dedicated to vegans, as more and more people discover just how amazing vegan food can taste.

+ Waitrose

Via The Guardian

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