The top reasons people go vegan in 2025, ranked by survey data

Leila slid a skillet of chipotle-seared mushrooms onto the table.

“I joined Veganuary for the animals,” she laughed, “but I’ve stayed vegan for the taste.”

Her confession mirrors a wider pattern: 2025’s biggest data sets show that while compassion still leads, flavour and wellness are climbing the podium.

Below, you’ll find a ranked rundown of why people are dropping animal products this year—plus what each motivator means when you’re actually cooking dinner.

How we built the rankings

Five fresh studies — each surveying at least 2,000 adults — were weighted by sample size and recency.

How we built the rankings

I sifted through five large-scale data sets released in the past six months, each surveying at least 2,000 adults:

1. Veganuary 2025 participant survey  — global participants who completed the 31-day pledge.veganuary.com

2. Vegan Society's 10,194-person UK poll reported by Vegan Food & Living

3. HarrisX + GFI Europe national survey on UK adults

4. GFI Europe’s June 2025 retail snapshot 

5. BMC Nutrition global study (qualitative motivator “big five”)

The synthesis surfaced six dominant drivers.

1. Animal welfare still rules (but the gap is narrowing)

Nearly half of Veganuary participants (47%) and 57 % of Vegan Society respondents named animal welfare as their primary spark for going vegan. 

“These incredible results show that Veganuary is so much more than a one-month pledge… Veganuary really is driving positive change for animals, people and the planet,” said Toni Vernelli, Veganuary’s communications lead.

Social media reflect the shift: #SaveTheCows TikToks hit 300 million views this spring, and sanctuaries report record volunteer sign-ups.

Kitchen takeaway: keep compassion visible — but plate appeal high.

Slow-roasted carrot “dogs,” beet-juiced burger patties, or smoky aubergine “bacon” help diners taste the upside of kindness while reinforcing the ethical narrative.

2. Personal health leaps to second place

One in five Veganuary respondents cited health first, while the Vegan Society poll showed 52% tagging health as crucial. HarrisX’s UK sample ranked “better health” the top driver for meat reduction.

Momentum isn’t limited to weight loss; survey comments mention lower cholesterol, clearer skin, and “feeling lighter after breakfast.”

Functional-food brands have noticed, releasing pea-protein yogurts fortified with B12 and algae-based omega-3 gummies.

Kitchen takeaway: pair protein (tofu or lupin tempeh), good fats (hemp hearts), and colour-rich produce to satisfy the wellness crowd. A citrus-marinated tofu bowl with kale, quinoa and tahini dressing delivers satiety, micronutrients and a photogenic rainbow.

3. Climate concerns hold a steady third

Environmental worries motivated 14% of Veganuary participants and 48% of UK adults in The Vegan Society study. Respondents referenced wildfires in Greece, coral bleaching updates and record UK floods as wake-up calls.

Life-cycle assessments suggest moving from beef to lentils cuts dietary emissions by up to 87 %, and a University of Oxford meta-analysis links plant-centric diets to 75 % less land use.

Story beat: Leila began tracking her “carbon-saved” tally—she hit one tonne in four months by swapping mince for mushrooms.

Kitchen takeaway: share quick stats—one vegan burrito saves 2,000 litres of water—right on a menu board or recipe card, then back it up with a crave-worthy dish like lentil “barbacoa” tacos.

4. Taste overtakes price as 2025’s surprise deal-maker

GFI Europe’s retail snapshot shows taste and product quality now outrank price for Brits choosing plant-based meat, the first time flavor has topped the charts since 2021.

The HarrisX survey echoes flavour’s rise to the top three motivations among reducers. Supermarket focus groups reveal shoppers “trading up” to premium brands promising char-worthy sizzle and “butcher-style” marbling.

Meanwhile, precision-fermentation start-ups are debuting umami-rich steaks that sear at 200°C without drying out.

Kitchen takeaway: maximise mouth-feel — press tofu for crisp edges, double-bake jackfruit for pulled-pork texture, glaze with miso-maple for caramelization.

A side-by-side tasting—store-bought burger vs homemade black-bean-miso burger—turns sceptics into evangelists by bite #2.

5. Saving money edges into the top tier

Although food inflation cooled from 19% to 3% year-on-year, 34% of HarrisX respondents still list lower grocery bills as a driver.

Budget-smart “veg boxes”—weekly deliveries of surplus produce—have doubled subscribers since January, letting households cook a vegan curry under £1 per portion.

Apps like Too Good To Go extend the value narrative, rescuing day-old sourdough and tofu offcuts.

Chef tip: cook once, eat thrice. A big batch of tomato-lentil ragù transforms into pasta sauce, shepherd’s-pie filling, then soup, slashing per-serve cost and carbon. For breakfast, slow-cooker steel-cut oats with diced apple cost pennies yet rival café convenience.

6. Weight control and overall wellbeing round out the list

The 2025 BMC Nutrition paper identifies weight management alongside health, flavour, animals and environment as the “big five” universal motivators.

Participants reported dropping centimetres without “dieting,” crediting higher fibre and lower saturated fat.

Gut-brain researchers at King’s College London link plant-diverse menus to improved mood via short-chain fatty acids produced by friendly microbes.

Kitchen takeaway: spotlight nutrient density—chia-oat parfaits with berries supply omega-3s, antioxidants and 15 g of protein without calorie anxiety. Swapping coconut milk for silken tofu in curry cuts 150 kcal yet keeps the velvet texture diners crave.

What the rankings mean for the movement

“It’s inspiring to see younger generations leading the way… for a variety of reasons, from health to the environment to animal welfare,” said Claire Ogley, Head of Campaigns & Research at The Vegan Society.

• Trend 1: Multi-reason adopters — Flexitarians juggle compassion, cholesterol and cravings, so messaging must braid themes rather than pick one.
• Trend 2: Flavour first—Next-gen products mimicking grilled lamb or buttery salmon accelerate adoption faster than moral appeals alone; chefs who master smoke and umami become movement linchpins.
• Trend 3: Price still matters but less — As inflation cools, consumers will pay a small premium for quality provided they perceive longevity and protein punch.

Regional nuance: world tour in four bites

• North America — Influencer-driven “smashed tofu” sandwiches viral on TikTok show taste can trump scepticism; USDA projections chart soy milk sales up 11 %.
• Europe — Energy-label pilots add carbon grades A-to-E beside calories on restaurant menus, nudging diners toward lentil stews and mushroom steak-frites.
• Asia-Pacific — Health dominates; Singapore’s hawker stalls now serve pea-protein satay skewers claiming 50 % lower sodium.
• Latin America — Price rivals animal welfare; black-bean-based “carne mechada” tacos cost one-third of beef yet deliver hometown nostalgia.

A chef’s roadmap for 2025

Here's my three-step strategy for menu planning:

1. Lead with flavor headlines (“Smoky jackfruit birria”) to hook taste-driven newbies.

2. Sprinkle health nuggets (high iron, heart-healthy) without lecturing.

3. Close the loop with an animal-or-planet factoid—one line max—to keep the purpose top of mind.

Serve that on social and IRL, and you’ll capture every slice of the 2025 motivation pie.

Final thought

Whether someone hugs cows, tracks cholesterol, frets about wildfires, or just loves the snap of a perfectly charred tofu steak, 2025’s message is clear:

Veganism leads on multiple fronts.

Brands and home cooks that weave taste, health, compassion, and savings into every bite won’t just ride the trend — they’ll help define the next era of delicious change.