A quarter (23 percent) of Brits who took part in Veganuary are pledging to continue following the diet for the rest of the year.
According to new research, four in ten (39 percent) really enjoyed the vegan lifestyle, while 37 percent admitted that even though it was hard at first, it got easier throughout the month.
Two thirds (63 percent) decided to cut out dairy and meat to be healthier, whilst a third (30 percent) decided to give it a go after seeing the ranges of vegan alternatives on the market.
Being kinder to the planet and animals (37 percent), being mindful about their food consumption (31 percent), saving money (20 percent), and because their partner wanted to (12 percent), were other top reasons for making the switch.
The study was commissioned by vegan and free-from chocolate brand NOMO to mark the launch of ‘Flexi-Feb’, a month-long campaign to encourage Brits to adopt vegan substitutes to help satisfy cravings to cut back on meat and dairy.
It comes as the research revealed the things that British vegans miss the most, with chocolate (36 percent) and roast chicken (32 percent) topping the chart.
A bacon sarnie (29 percent), a cheese toastie (26 percent), full fry up (25 percent) and toast with real butter (23 percent) also made the list, alongside burgers (21 percent), ice cream (20 percent), kebabs (14 percent) and garlic bread (13 percent).
One in five (20 percent) missed a cup of tea with real milk the most, while Yorkshire puddings were on the mind of a sixth (14 percent).
The struggle to sustain a vegan diet is clear, as two thirds (66 percent) admit that they have attempted to eat a vegan diet previously, with Brits giving it a go an average of four times.
Nine months is the average length of time people stuck to a vegan diet, however, craving favourite foods (59 percent), being bored (45 percent) and lack of willpower (29 percent) were the main reasons for giving it up.
Not knowing what to cook (40 percent), finding vegan food that tastes nice (31 percent), not knowing the best vegan alternatives to have (29 percent) and working out what I can and can’t eat (28 percent) were also reasons for breaking the diet.
Jac Tyrrell, Brand Manager for NOMO said: “Flexi-Feb is all about encouraging people to extend Veganuary whilst welcoming new people to the fold who might want to trial a vegan diet without going all the way. The research shows how difficult it can be to commit to a fully vegan lifestyle – but with the amazing choice of plant-based ranges available there has never been a better time to try phasing out meat and dairy by introducing vegan substitutes.”
As many as a half (49 percent) agree that being able to find delicious vegan alternatives for their favourite food, would make it easier having a plant-based diet.
Jac continued: “Chocolate tops the list of foods consumers are worried that they’d miss most if they went vegan – but they honestly shouldn’t. Our award-winning range offers all the very best flavours and formats to ensure everyone enjoys the taste of great chocolate.”
England Rugby World Cup winner Ben Cohen who is supporting NOMO’s Flexi-Feb campaign said: “Five years ago I almost died following severe pericarditis, glandular fever and sepsis. I credit turning to a plant based/vegan diet with getting back to full health as I had to rebuild my immune system and I wanted to do that with cleaner living. Back then the number of vegan alternatives was more limited which made sustaining the diet trickier. Today there is a huge range of vegan substitutes in the free-from aisles that supermarkets now have. Without a doubt, these make it easier to cut back on meat and dairy – eating plant-based no longer means sacrificing things like great tasting chocolate. This flexi-Feb is all about trying new plant-based alternatives to help cut back on meat and dairy which, as part of a balance diet, can be benefit you the planet.”
Of the one in four (23 percent) that are going to continue eating a vegan diet, the main reason for carrying on is feeling healthier (52 percent), losing weight (36 percent) and having a clearer conscience about their impact on animal welfare (31 percent) and climate change (28 percent).
A quarter (22 percent) want to continue because they have more energy and feel happier (14 percent).
As part of the month, NOMO has partnered with Change Please coffee, an award-winning social enterprise which aims to end homelessness through selling great tasting coffee.
100% of Change Please profits helps people experiencing homelessness by training them to become coffee baristas, supporting them with everything they need to turn their lives around – a living wage job, housing, therapy, bank account and onward employment opportunities.
Change Please will hand out a free bar of NOMO for the first 200 plant-based coffee purchased in each of its 12 sites to encourage plant-based choices that taste just as good – if not better – than their dairy counterparts.
THE TOP 25 FOODS THAT BRITISH VEGANS MISS THE MOST
Chocolate 36%
Roast Chicken 32%
Bacon sarnie 29%
Cheese toastie 26%
A full fry up 25%
Toast with real butter 23%
Cheesy pizza 23%
A juicy burger 21%
Cheese and biscuits 20%
Ice cream 20%
Chocolate cake 19%
Sausage and mash 19%
Tea with real milk 19%
Scrambled eggs on toast 18%
Sausage sarnie 17%
Chocolate biscuits 16%
Spag bol with beef 16%
Slow roast lamb 14%
Late night kebabs 14%
Yorkshire pudding 14%
Garlic bread 13%
Ham sandwich 12%
Tuna mayonnaise 11%
Smoked salmon and scrambled eggs 9%
Jelly sweets 9%
