British consumers are more curious about veganism than ever. New research unveiled a more than 400 percent increase in the number of people interested in plant-based, cruelty-free lifestyles.

Ceuta Group, a consumer brand services business, gathered Google data to find that the number of Brits researching vegan products has surged by 469 percent. Ceuta Group also found that the UK is the fourth highest European country for those looking up plant-based food and drinks and cruelty-free health and personal care products, preceded by the Netherlands, Greece, and Portugal.

Why Are People Going Vegan?

While animal welfare has long been a motivator for those ditching animal products — it was the main reason that 79,000 meat-eaters participated in Veganuary last year — health and environmental concerns are now leading the way for Brits.

Ceuta Group discovered a 159 percent boost in the number of people looking at the environmental impact of plant-based living. Animal agriculture is one of the leading causes of land use, water use, pollution, species extinction, and greenhouse gas emissions. The most comprehensive analysis of farming’s impact on the planet found that plant-based food is most effective at fighting climate change. Oxford University researcher and study author Joseph Poore said that adopting a vegan diet is “the single biggest way to reduce your impact on planet Earth.”

Ceuta Group’s research found that the number of Brits exploring the health benefits of veganism has increased by 61 percent, making it the second-most popular motive for ditching animal products. Research about veganism and animal welfare saw a 30 percent rise.

‘Stay Ahead of the Curve’

Ceuta Group has since urged companies to expand their product range to keep up with changing consumer preference.

Annette D’Abreo, Ceuta Group’s managing director, said to Bdaily, “Consumers are paying more attention to what they put on their bodies and in their bodies when thinking about health, beauty, food, and drink. This seismic change is forcing brand owners to think differently.”

“Sustainability, ethically sourced ingredients, plastic reduction, and carbon footprint are hot topics facing brands, and healthier choices are now at the forefront of the shopper’s minds,” D’Abreo continued. She added that it is the responsibility of retailers to “stay ahead of the curve.”