In 2025, the largest share of vegans, at *** percent, could be found in London. In contrast, the smallest proportion of the population that identified themselves as vegan could be found in the Rest of the South and the Midlands. Here the share of vegans was close to *** percent. Scotland and Wales showed a share of vegans twice as high as the Midlands. Other facts about Veganism in the UK It is estimated that about *** million people in the UK followed a vegan diet in 2024. The exact number is disputed and can vary from source to source; however, it seems clear that the number of vegans has been growing. Other estimates put the share of vegans at ***** percent of the UK internet population (excluding children and seniors over 65), which would put the number of vegans at around *** million in 2025. Ethical motivations and healthier living are the main drivers for becoming a vegan in the UK. A growing importance of ethical consumerism Ethical dimensions increasingly drive consumer spending, whether these are animal-welfare and environmental concerns - in the case of veganism and vegetarianism in particular - or concerns for human rights and social justice. Average household spending on ethical food in the UK has reached ****** million British pounds.

In 2024, the number of vegans was estimated to be *** million. Based on survey results, another *** million intend to follow the diet in the future. A combined **** million more are going meatless and either follow a vegetarian, vegan, or pescetarian diet. How many vegans are there really? Due to the small share of vegans in a population, it is often difficult to get a reliable estimate of how many vegans can be found in any given population. Often the margin of error in a survey is larger than the share of vegans found. In the United States, for example, depending on the survey, you can find survey results ranging from *** to **** percent of the population. Across Europe, the overwhelming majority of countries have ***** percent or less of their population following a vegan diet. Healthy eating & Veganism In the United Kingdom, consumers cite health reasons among the top factors that might encourage them to adapt a vegan or vegetarian diet. Almost a quarter of women named health reasons, while ** percent of their male counterparts had a similar standpoint. For men, this made it the leading reason, while women named animal welfare as high as health. Consumers in the United States who have already adopted a vegan or vegetarian diet also frequently named the desire to eat healthier as one of the reasons they adopted their current diet. Two in five vegans and vegetarians in the U.S. named healthier eating, only animal welfare ranked slightly higher.

In 2025, about **** percent of responding 20 to 29-year-olds in the United Kingdom stated that they followed a vegan diet. Respondents under fifty were **** likely to be vegans than those over. With small shares of the population, it is often difficult to track the number of actual vegans, as an error of only one percent in a survey can significantly change the size of the expected vegan population. Veganism worldwide Global interest in veganism has increased during the last decades. In January 2022, Just under 630 thousand people participated in Veganuary, a global campaign to get people to only eat vegan food during January, led by a British non-profit organization. By comparison, the figure was ***** in 2016. According to a survey, India has the largest share of vegans worldwide, as about ** percent of the population follows a vegan diet. India is followed by China and the United States (U.S.), where the share of vegans is approximately * and * percent, respectively. Veganism in the UK Wales, Scotland, and London are the regions where more consumers than in the rest of the country want to participate in Veganuary. In Wales, the share of survey respondents that said it wanted to try to follow a vegan diet was ***** percent. In the other two regions it was *** percent. The south of England showed the least interest overall. The interest in Veganuary is especially high among the youngest consumers, as ** percent of 18 to 24-year-olds have decided to take part in the challenge and live a vegan lifestyle for the entire month. The share of vegans in the United Kingdom (UK) varies among regions. The largest share of vegans in the UK can be found in London, at **** percent. The share of vegans in Scotland is approximately * percent. As with interest in Veganuary, the South brings up the rear.

In the United Kingdom, about ***** percent of female respondents stated that they follow a vegan diet. The displayed data on diets and nutrition shows the results of the Statista Global Consumer Survey conducted in the UK in 2024 and 2025. The displayed data shows the aggregated results of four survey waves.

This statistic displays the proportion of individuals following a vegetarian or vegan diet in the United Kingdom from 2008 to 2012. During the period in question, three percent of individuals aged between 19 and 64 years old were following a vegetarian diet, however 97 percent were following neither a vegetarian or a vegan diet.For more recent numbers focusing on adults click here.

In December 2024, Generation Z was the generation with the highest share of responding adults who planned not to eat meat in the coming year in Great Britain (GB). Approximately ******* stated that they did not intend to eat meat in 2025. Another **** percent of Gen Z respondents stated that they were already meat-free. Reduction in the meat consumption of British consumers Recently, there have been noticeable changes in meat consumption by consumers in the United Kingdom (UK). Almost ********* of survey respondents stated that they eat less or much less meat, as compared to half a year ago. Moreover, an average of approximately ** percent of British respondents had recently purchased plant-based alternatives for the first time. This was higher than the share of respondents who had done so in the United States and Germany, which was on average around ** and ** percent, respectively. Not only are meat alternatives tried by many new consumers in the UK, but such products are also consumed across all generations, with relatively low variations. The share of consumers who eat meat substitutes in the UK by generation was ** percent among respondents from Generation Z. Veganism in Great Britain According to a recent survey in the UK, the share of vegans is approximately ***** percent. There is no discernable difference among the share of vegans when it comes to gender. Moreover, an average of about ** percent of adults in the UK follow no nutritional rules or diets. Among the different regions in GB, the percentage of vegans slightly varies. In London, the share of people who follow a vegan diet tends to be particularly high, whereas the share of vegans in the Midlands and the rest of the South tends to be relatively low. The main reason for being vegan in the UK is an ethical motivation. Almost ** percent of survey respondents stated that they do not consume animal products because they are concerned with the welfare of animals. Environmental reasons were also considered by about **** of respondents.

The retail sales of vegetarian products and plant-based alternatives in the United Kingdom amounted to an estimated **** billion British pounds in 2022. Sales peaked in 2020 during the pandemic and collapsed in 2021. The market seems to have returned to pre-pandemic levels and might continue the trend seen before it was majorly disrupted. Meatless diets in the United Kingdom In the United Kingdom, the share of vegans was estimated to be around **** percent. This puts the country into the top five European countries with the biggest share of vegans. Pescetarians and Vegetarians add to this number so that the total of UK consumers following a meat free diet is around ** percent. Younger consumers are more likely than any other age group to attempt to live meat free. About ** percent of members of Generation Z stated that they wanted to live meat free in 2023. For millennials, the same share was slightly over a quarter of survey respondents. For older generations, it was progressively less. The European market for meat substitutes In 2022, the United Kingdom was the second-largest meat substitute market in Europe. Since the start of the pandemic, Germany has taken the top spot as Europe’s leading meat substitute market. The Netherlands lands on rank three in front of Italy. The UK generated *** million euros in sales. Germany, exceeded this number by over *** million euros. The overall market for meat alternatives in the European Union came to about *** billion U.S. dollars. It is forecast to pass the ***** billion euro mark in 2028.

Snapshot img

Vegan Supplements Market Size 2024-2028

The vegan supplements market size is forecast to increase by USD 3.64 billion at a CAGR of 8.51% between 2023 and 2028.

The market is experiencing significant growth, driven by expanding global vegan population bases and increasing health consciousness among consumers. With the growing prominence of online shopping, the market is witnessing a growth in sales as consumers seek convenience and accessibility. However, the availability of counterfeit dietary supplements poses a challenge, as it undermines consumer trust and safety. To mitigate this issue, industry players are focusing on implementing stringent quality control measures and collaborating with regulatory bodies to ensure product authenticity and transparency. Major players offer vegan supplements in various forms such as capsules and tablets. The market is expected to continue its upward trajectory, fueled by these trends and the increasing demand for plant-based alternatives to traditional supplements.

What will be the Size of the Vegan Supplements Market During the Forecast Period?

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The market is witnessing significant growth due to the increasing popularity of plant-based diets. The Vegan Society reports that over 600,000 people In the UK alone follow a vegan diet, and this number is continuously rising. Cymbiotika, Elderberry, Vital Nutrients, and other brands are catering to this niche market by offering vegan supplements made from algae, fruits, and other plant-based sources. Government support and regulations are also driving the growth of the market. For instance, the European Food Safety Authority (EFSA) has approved several plant-based sources as valid sources of essential nutrients. VegNews, Veganuary Campaign, Vegetarian Times Magazine, and other media outlets are emphasizing the importance of vegan supplements to ensure adequate nutrient intake.
The market is expected to grow further as more people adopt plant-based diets, including flexitarian diets, which allow for the consumption of some animal products. The market is projected to reach a value of over USD 12 billion by 2031. The market is expected to be driven by the increasing demand for plant-based alternatives to dairy and meat.

How is this Vegan Supplements Industry segmented and which is the largest segment?

The vegan supplements industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD million' for the period 2024-2028, as well as historical data from 2018-2022 for the following segments.

Distribution Channel

  Offline
  Online


Geography

  Europe

    Germany
    UK


  North America

    US


  APAC

    China
    Japan


  South America



  Middle East and Africa

By Distribution Channel Insights

The offline segment is estimated to witness significant growth during the forecast period. The market caters to individuals following plant-based diets, a segment that continues to expand with the growing influence of the Vegan Society and campaigns like Veganuary. Cymbiotika, Elderberry, Vital Nutrients, Algae, Nestlé Health Science, Orgain, and other brands offer a wide range of vegan supplements In the form of capsules and tablets. The food and beverage sector, including beverage and food service channels, is a significant contributor to the market's growth. Government support and regulations play a crucial role In the market's development, ensuring the production and distribution of safe and high-quality vegan supplements.

Retail outlets, such as supermarkets, hypermarkets, departmental stores, pharmacies, and other stores, form the offline segment of the market. These retailers attract a high footfall due to the availability of sales representatives who guide buyers in selecting the right products for their needs. Despite higher operating costs, offline retailers have the advantage of providing buyers with assured product quality, reducing the risk of purchasing counterfeit products online. Companies further promote the market by increasing consumer awareness and introducing innovative products with unique flavors. Startup companies are also entering the market, offering D2C (direct-to-consumer) options and expanding the consumer base for vegan supplements. The flexitarian diet trend, which involves reducing meat and dairy consumption, further fuels the demand for plant-based alternatives In the market. Online shopping and social media platforms also provide convenient access to a vast array of vegan supplements, making it easier for consumers to make informed choices.

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The Offline segment was valued at USD 3.25 billion in 2018 and showed a gradual increase during the forecast period.

Regional Analysis

Europe is estimated to contribute 44% to the grow

Europe's prepared meal manufacturing industry is witnessing significant evolution, driven primarily by shifts in consumer preferences towards healthier, more convenient and sustainable food options. As lives get busier, many Europeans are gravitating towards ready-to-eat meals to save time, without compromising taste or nutritional value. The surge in vegetarian and vegan diets has prompted manufacturers to incorporate more plant-based options to cater to this growing demographic. This changing landscape underscores the industry’s responsiveness to consumer demands, showcasing a blend of innovation and adaptation in meeting the diverse needs of European consumers. Vegan and vegetarian meal options have seen a dramatic surge in popularity across Europe, with countries like Germany reporting a doubling of their vegan population from 2016 to 2020. The UK leads in the consumption of ready meals, highlighting an overarching trend towards convenience that spans across Europe. Furthermore, environmental sustainability has emerged as a pivotal factor influencing consumer choices, encouraging manufacturers to adopt green practices, from sustainable sourcing to eco-friendly packaging. Collectively, these trends point towards a conscious consumer base that values time, health, sustainability and inclusivity in their dietary choices. Nevertheless, the industry has been hampered by massive inflationary pressures, which have caused industry revenue to slump at an estimated compound annual rate of 3.2% over the five years through 2024, reaching €25.8 billion, including a projected 3% slump in 2024 alone. The industry’s outlook is robust, set against a backdrop of growing e-commerce and environmental consciousness. Home-delivered ready-meals are poised for growth, leveraging the power of online shopping to bring convenience and variety right to consumers' doorsteps. Additionally, the push towards sustainability is anticipated to shape the future of meal manufacturing, with companies that prioritise eco-friendly practices expected to gain a competitive edge. As the industry continues to evolve, the focus will likely remain on aligning with consumer values around health, convenience, and sustainability, ensuring that prepared meals not only satisfy hunger but also reflect the conscientious choices of a modern Europe. In all, revenue is set to recover from recent drops, growing at a projected compound annual rate of 3.3% over the five years through 2029.

This statistic shows the results of a survey in which respondents were asked if they ever eat meat in Great Britain in 2016, by region. The share of the population that never eats meat seems to be predominantly concentrated in the South East of Great Britain, with four percent from the East Midlands, South East, London and Eastern areas not ever eating any meat.

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Vegan Food Market Size 2024-2028

The vegan food market size is forecast to increase by USD 29.93 billion, at a CAGR of 15.2% between 2023 and 2028.

The market is experiencing significant growth due to the increasing number of consumers adopting vegan diets. This trend is driven by various factors, including ethical and environmental concerns, health benefits, and changing consumer preferences. As a result, there is a surge in new product launches, with companies introducing innovative plant-based offerings to cater to this growing consumer base. However, the market faces challenges in the form of a lack of standardization guidelines. The absence of clear regulations and certifications for vegan food products can create confusion among consumers and hinder market growth.
Companies must navigate this challenge by implementing robust certification processes and adhering to ethical and sustainable production practices to build consumer trust and loyalty. By addressing these challenges and continuing to innovate, companies can capitalize on the market's potential and meet the evolving demands of the vegan consumer base.

What will be the Size of the Vegan Food Market during the forecast period?

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The market continues to evolve, driven by consumer preferences and advancements in food processing techniques. Plant-based protein sources, such as pea protein concentrate and textured vegetable protein, are gaining popularity due to their nutritional benefits and versatility in various applications. The production of vegan cheese and butter utilizes innovative methods, while vegan yogurt cultures and alternative sweeteners cater to consumers seeking dairy-free options. Natural fermented and vegan foods and mushroom-based meat analogs offer unique textures and flavors, expanding the market's offerings. Omega-3 fatty acids, essential nutrients often found in animal products, are being sourced from chlorella supplements, algae-based protein, and other plant-derived sources.

Consumer preference mapping plays a crucial role in product development, guiding companies to create vegan alternatives that cater to diverse tastes and dietary needs. Food safety regulations ensure the production and labeling of vegan products adhere to stringent standards, enhancing consumer trust. Innovations in non-dairy creamer technology, shelf life extension, and sensory evaluation methods contribute to the ongoing development of the vegan food industry. Insect protein powder and nutritional yeast are emerging as potential sources of sustainable and nutrient-dense ingredients. The integration of plant sterols and dairy-free milk alternatives further broadens the market's scope. The market's continuous dynamism is reflected in its diverse offerings and evolving production techniques. Companies remain committed to delivering high-quality, innovative products that cater to the ever-changing consumer landscape.

How is this Vegan Food Industry segmented?

The vegan food industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD million' for the period 2024-2028, as well as historical data from 2018-2022 for the following segments.

Distribution Channel

  Offline
  Online


Product

  Dairy alternative
  Meat alternative
  Others


Source

  Soy
  Almond
  Oats
  Wheat
  Others


Consumer Segment

  Vegans
  Vegetarians
  Flexitarians
  Health-Conscious Consumers


Geography

  North America

    US
    Canada
    Mexico


  Europe

    France
    Germany
    UK


  Middle East and Africa

    UAE


  APAC

    Indonesia
    Malaysia
    South Korea
    Thailand


  South America

    Brazil


  Rest of World (ROW)

By Distribution Channel Insights

The offline segment is estimated to witness significant growth during the forecast period.

The market encompasses a range of plant-based alternatives to traditional animal products, including vegan egg replacements, alternative sweeteners, and functional foods. Research and development in these areas are ongoing, with a focus on vegan certification standards and innovative manufacturing processes. For instance, vegan butter is produced using various plant-based oils, while vegan yogurt cultures are derived from soy, coconut, or other plant sources. Pea protein concentrate and textured vegetable protein are popular plant-based protein sources, while mushroom-based meat analogs and insect protein powder offer sustainable alternatives to animal protein. Consumer preference mapping plays a crucial role in market trends, with omega-3 fatty acids and vitamin formulations essential for maintaining a balanced diet.

Food processing techniques are continually evolving to extend shelf lif

In the United Kingdom, the share of those following a vegetarian diet was highest among the 18 to 19-year-olds at eight percent. Among respondents 60 to 64 years of age, the share of vegetarians was only **** percent. This data for 2025 aggregates the results of **** survey waves carried out during 2024 and 2025.

The EPIC-Oxford study is a population-based prospective cohort study in the UK. EPIC-Oxford is part of the European Prospective Investigation into Cancer and Nutrition (EPIC).

Snapshot img

Vegan Ice Cream Market Size 2024-2028

The vegan ice cream market size is forecast to increase by USD 1.31 billion, at a CAGR of 10% between 2023 and 2028.

The market is experiencing significant growth, driven by the expanding global population base adhering to vegan diets. This trend is leading companies to innovate and introduce new product offerings to cater to this consumer demographic. Coconut milk, almond milk, cashew milk, and soy milk are some of the common plant-based bases used in vegan ice cream production. However, product recalls pose a significant challenge to market players. In 2020, several vegan ice cream brands faced recalls due to contamination issues, damaging their reputation and sales. To mitigate this risk, companies are investing in robust quality control measures and supply chain transparency. Additionally, collaborations with influencers and partnerships with foodservice outlets are strategic moves to expand market reach and boost brand visibility.
The market's dynamics are shaped by these key drivers and challenges, offering opportunities for companies to capitalize on the growing demand for vegan ice cream while navigating potential risks effectively.

What will be the Size of the Vegan Ice Cream Market during the forecast period?

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The market continues to evolve, driven by consumer preferences for plant-based options and innovative product development. High-protein ice cream variants are gaining traction, utilizing natural food colorings and vegan protein sources to cater to health-conscious consumers. Production efficiency metrics, cold chain management, and texture modification techniques are essential for maintaining product quality and consistency. Emulsifier selection and ingredient sourcing are critical factors in ensuring vegan certification standards are met. Frozen dessert manufacturing involves intricate processes such as homogenization and churning, which require careful optimization for low-fat and low-sugar ice cream formulations. Prevention of freezer burn and maintaining optimal shelf life is a continuous challenge, necessitating the exploration of new packaging materials and shelf-life extension methods.

Natural flavorings and plant-based fat sources are increasingly popular, as are fat reduction strategies. Sensory evaluation methods and food safety regulations play a crucial role in ensuring product quality and consumer safety. Cost optimization strategies are essential for manufacturers to remain competitive in this dynamic market. Dairy-free alternatives continue to expand, with a focus on natural and sustainable ingredients. The ongoing evolution of this market underscores the importance of staying abreast of emerging trends and consumer preferences.

How is this Vegan Ice Cream Industry segmented?

The vegan ice cream industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD million' for the period 2024-2028, as well as historical data from 2018-2022 for the following segments.

Product

  Take home
  Impulse
  Artisanal


Base Ingredient

  Almond Milk
  Coconut Milk
  Soy Milk
  Cashew Milk
  Oat Milk
  Rice Milk
  Avocado
  Other Plant-Based Milks


Form

  Bars
  Pints/Tubs
  Sticks
  Novelties
  Cones


Flavor

  Vanilla
  Chocolate
  Strawberry
  Coffee
  Fruit Flavors
  Nut Flavors
  Specialty Flavors


Packaging Type

  Cups
  Cones
  Tubs
  Boxes


Distribution Channel

  Supermarkets/Hypermarkets
  Convenience Stores
  Online Retail
  Foodservice
  Specialty Stores


Geography

  North America

    US
    Canada


  Europe

    France
    Germany
    Italy
    UK


  Middle East and Africa

    Egypt
    KSA
    Oman
    UAE


  APAC

    China
    India
    Japan


  South America

    Argentina
    Brazil


  Rest of World (ROW)

By Product Insights

The take home segment is estimated to witness significant growth during the forecast period.

The market is witnessing significant growth due to the increasing preference for plant-based diets and the surge in demand for dairy-free alternatives. In response, manufacturers are innovating with high-protein ice creams, natural food colorings, and texture modification techniques to cater to consumer needs. Production efficiency metrics and cold chain management are crucial considerations to maintain product quality and ensure shelf stability. Emulsifier selection and stabilizer choice are essential for creating the desired texture and preventing ice crystal formation. Ingredient sourcing from reputable suppliers and adherence to vegan certification standards are key to maintaining consumer trust. Freezer burn prevention techniques and proper packaging materials are essentia

Snapshot img

Vegan Eggs Market Size 2024-2028

The vegan eggs market size is forecast to increase by USD 1.13 billion, at a CAGR of 9.34% between 2023 and 2028.

What will be the Size of the Vegan Eggs Market During the Forecast Period?

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Vegan Eggs Market Segmentation

The vegan eggs market research report provides comprehensive data (region wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2024 to 2028, as well as historical data from 2018 to 2022 for the following segments.

Distribution Channel Outlook 

  Offline
  Online





Type Outlook 

  Liquid
  Powder
  Egg shaped





Region Outlook 

  North America

    The U.S.
    Canada





  Europe

    U.K.
    Germany
    France
    Rest of Europe





  APAC

    China
    India


  South America

    Chile
    Argentina
    Brazil





  Middle East & Africa

    Saudi Arabia
    South Africa
    Rest of the Middle East & Africa

By Distribution Channel

The market is characterized by a diverse range of factors driving its growth and development. Consumers are increasingly turning to plant-based alternatives such as mung beans, chickpeas, lentils, and soybeans to replace regular chicken eggs in their diets. These alternatives come in various forms like powdered, liquid, and even flavored varieties, providing a wide product range to cater to different tastes and preferences.The rise of plant-based diets and animal sympathy among consumers has fueled the demand for vegan egg substitutes. This trend is further supported by nutritionists and dieticians who highlight the obesity risks associated with traditional eggs, leading individuals to make lifestyle choices that prioritize health and environmental concerns.

The market share growth by the offline segment will be significant during the forecast period. The offline distribution channel of the global market had a higher share in 2022. This is mostly explained by the fact that brick-and-mortar grocery stores use more product placement than Internet retailers. To improve consumer propensity and broaden the target audience, products are frequently positioned nearer to the traditional products in stores.

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The offline segment was valued at USD 914.70 million in 2018 and continued to grow until 2022. Offline sales channels such as supermarkets, convenience stores, and local grocery stores are easily accessible and convenient for people to buy food products. Consumers trust physical stores more than online stores, as they can see the products and inspect them before purchasing. This trend aligns with the rising number of individuals embracing veganism and plant-based water, contributing significantly to market growth. This can lead to higher sales and popularity of vegan eggs in offline channels. Offline sales channels often offer various promotions and discounts, which can attract customers and increase the popularity of certain food products. companies in the market also focus to collaborate with retailers to increase product presence. All these will surge the demand for vegan eggs through offline channels, which, in turn, will boost the global market during the forecast period.

Regional Analysis

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North America is estimated to contribute 42% to the growth of the global market during the forecast period. Technavio's analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period. North America dominated the global market with the largest share in 2022. The demand for vegan food products has been growing steadily in North America over the past few years. Some of the factors driving this growth include concerns about animal welfare, the environmental impact of animal agriculture, and the health benefits of plant-based diets.

The US, Canada, and Mexico are some of the leading countries for vegan products in North America. The expanding vegan population base and increasing awareness of the benefits of following a vegan diet are driving the growth of the market in the region. High disposable incomes and high personal consumption expenditure of people are likely to drive the growth of the market in the region during the forecast period.

Vegan Eggs Market Dynamics

Consumers opting for vegan eggs prioritize animal sympathy and embrace plant-based diets due to health concerns like the obesity risk associated with regular chicken eggs. Challenges include addressing misconceptions about antibiotics and hormones in farm animals, highlighting the greenhouse effect, and fostering climate awareness. Expert and demand analysis guide market strategies, emphasizing the importance of product innovation and catering to div

As of 2019, the largest share of population, at *** percent, who followed a vegetarian diet was in the Inner London. In contrast, the smallest proportion of population was to be found in the East Midlands and North West.

Characteristics of vegetarian and control populations.

This research data contains data from across 2017 and 2018 on vegetarian sales and model estimates from cafeterias at University of Cambridge colleges A and B. The aim of the study was to investigate the effect of meal presentation order on vegetarian sales. We investigated this by changing meal order between “VegFirst” – positioning the vegetarian option first – and “MeatFirst”, in two studies involving 105,143 meal selections.

The two studies reported here consisted of multiple treatment reversal design experiments, swapping the order each week (or month) in which customers were presented with vegetarian and meat main-meal options at lunch and dinner times. The experiments were conducted in two University of Cambridge (UK) college cafeterias; a college is similar to a hall of residence or dorm. College A is a graduate college with over 600 students. College B has over 900 students, both undergraduate and graduate. Both colleges admit students of any gender identity. Meals are not included in the tuition or accommodation fees: students can choose to eat in the college cafeteria, cook their own meals or eat at other establishments. Students pay for meals by swiping their university cards. The cafeterias are largely self-service: students take a tray, view the different meal options available, and ask the serving staff for their preferred meal and side dishes. Students serve themselves salads, desserts and other cold items. In College A, diners have to walk past all options to reach the cash register. However in College B, the entire cafeteria is square rather than rectangular (with an island in the middle with salad components) and diners do not need to walk past all the options to reach the cash registers on the left hand side of cafeteria. These studies were approved by the University of Cambridge Psychology Research Ethics Committee (PRE.2016.100). Consent was obtained from catering managers; diners were not informed about the studies.
The primary outcome variable was the number of vegetarian meals sold at each mealtime, expressed as a percentage of the total meal sales. Salads, sandwiches and side dishes were not included. College A provided four options at lunch and five at dinner; sometimes a second vegetarian or vegan option was provided but this did not count towards the sales of the focal vegetarian option (SI Table S1). College B had a third main option, placed towards the back of the cafeteria. In summer term 2017 this third option was always meat at lunch and dinner (SI Table S2), but starting in autumn term 2017 at lunchtimes a vegan option was provided (SI Table S3). Similarly, the vegan sales did not contribute to the vegetarian sales considered in our analysis (see SI Tables S10 and S11). Following the recommendation of Simmons et al,17 we discuss results from both univariate and multivariate models (Supplementary Methods). Sales data were downloaded from the online catering platform Uniware18. Many individuals buy more than one meal from their college cafeteria over a term. In the absence of individual-level data, each meal selection was treated as independent. While this approach has been used in numerous other studies6, it adds uncertainty to p-value estimates. We therefore focused primarily on the effect size of our intervention, presenting the odds ratios and 95% confidence intervals and McFadden’s pseudo R2. The odds ratio – i.e. the effect size – was calculated by taking the exponential of the model estimate. Model diagnostics were used to check that the models did not violate any regression assumptions. We carried out all analyses in R 3.519.

Europe's prepared meal manufacturing industry is witnessing significant evolution, driven primarily by shifts in consumer preferences towards healthier, more convenient and sustainable food options. As lives get busier, many Europeans are gravitating towards ready-to-eat meals to save time, without compromising taste or nutritional value. The surge in vegetarian and vegan diets has prompted manufacturers to incorporate more plant-based options to cater to this growing demographic. This changing landscape underscores the industry’s responsiveness to consumer demands, showcasing a blend of innovation and adaptation in meeting the diverse needs of European consumers. Vegan and vegetarian meal options have seen a dramatic surge in popularity across Europe, with countries like Germany reporting a doubling of their vegan population from 2016 to 2020. The UK leads in the consumption of ready meals, highlighting an overarching trend towards convenience that spans across Europe. Furthermore, environmental sustainability has emerged as a pivotal factor influencing consumer choices, encouraging manufacturers to adopt green practices, from sustainable sourcing to eco-friendly packaging. Collectively, these trends point towards a conscious consumer base that values time, health, sustainability and inclusivity in their dietary choices. Nevertheless, the industry has been hampered by massive inflationary pressures, which have caused industry revenue to slump at an estimated compound annual rate of 3.2% over the five years through 2024, reaching €25.8 billion, including a projected 3% slump in 2024 alone. The industry’s outlook is robust, set against a backdrop of growing e-commerce and environmental consciousness. Home-delivered ready-meals are poised for growth, leveraging the power of online shopping to bring convenience and variety right to consumers' doorsteps. Additionally, the push towards sustainability is anticipated to shape the future of meal manufacturing, with companies that prioritise eco-friendly practices expected to gain a competitive edge. As the industry continues to evolve, the focus will likely remain on aligning with consumer values around health, convenience, and sustainability, ensuring that prepared meals not only satisfy hunger but also reflect the conscientious choices of a modern Europe. In all, revenue is set to recover from recent drops, growing at a projected compound annual rate of 3.3% over the five years through 2029.

Europe's prepared meal manufacturing industry is witnessing significant evolution, driven primarily by shifts in consumer preferences towards healthier, more convenient and sustainable food options. As lives get busier, many Europeans are gravitating towards ready-to-eat meals to save time, without compromising taste or nutritional value. The surge in vegetarian and vegan diets has prompted manufacturers to incorporate more plant-based options to cater to this growing demographic. This changing landscape underscores the industry’s responsiveness to consumer demands, showcasing a blend of innovation and adaptation in meeting the diverse needs of European consumers. Vegan and vegetarian meal options have seen a dramatic surge in popularity across Europe, with countries like Germany reporting a doubling of their vegan population from 2016 to 2020. The UK leads in the consumption of ready meals, highlighting an overarching trend towards convenience that spans across Europe. Furthermore, environmental sustainability has emerged as a pivotal factor influencing consumer choices, encouraging manufacturers to adopt green practices, from sustainable sourcing to eco-friendly packaging. Collectively, these trends point towards a conscious consumer base that values time, health, sustainability and inclusivity in their dietary choices. Nevertheless, the industry has been hampered by massive inflationary pressures, which have caused industry revenue to slump at an estimated compound annual rate of 3.2% over the five years through 2024, reaching €25.8 billion, including a projected 3% slump in 2024 alone. The industry’s outlook is robust, set against a backdrop of growing e-commerce and environmental consciousness. Home-delivered ready-meals are poised for growth, leveraging the power of online shopping to bring convenience and variety right to consumers' doorsteps. Additionally, the push towards sustainability is anticipated to shape the future of meal manufacturing, with companies that prioritise eco-friendly practices expected to gain a competitive edge. As the industry continues to evolve, the focus will likely remain on aligning with consumer values around health, convenience, and sustainability, ensuring that prepared meals not only satisfy hunger but also reflect the conscientious choices of a modern Europe. In all, revenue is set to recover from recent drops, growing at a projected compound annual rate of 3.3% over the five years through 2029.