What percent of Europeans are vegan? An overview of plant-based dietary trends

January 11, 2026 •

4 min read

Recent studies suggest that approximately 3% of the European population identifies as vegan, though this figure fluctuates annually and varies significantly by country. This growing plant-based movement is reshaping the continent's dietary landscape, making the question of what percent of Europeans are vegan more relevant than ever.

Quick Summary

Current data indicates that around 3% of Europeans are vegan, with notable country-by-country variations reflecting diverse cultural and economic factors. The rise of flexitarianism is a significant trend, alongside increasing consumer interest in plant-based alternatives driven by ethical, health, and environmental concerns.

Key Points

Around 3% Vegan: The current consensus indicates that roughly 3% of the European population identifies as vegan, though this figure varies slightly by study and country.
Flexitarianism is more common: Flexitarian diets are far more prevalent than veganism, with around 27% of Europeans identifying as flexitarian in a 2023 survey.
Leading Countries: Austria and Germany show higher rates of veganism and flexitarianism, with Austria having one of the highest percentages of vegans at 5%.
Key Motivations: Ethical concerns over animal welfare, personal health benefits, and environmental sustainability are the primary drivers for adopting veganism in Europe.
Market Expansion: The European plant-based food market is experiencing rapid growth, with increasing sales and a wider availability of vegan products in mainstream stores and restaurants.
Barriers to Growth: Key challenges for the vegan movement include the high cost of plant-based alternatives, concerns about taste, and a lack of sufficient government support.

The Shifting European Dietary Landscape

The landscape of dietary preferences in Europe is undergoing a notable transformation. While vegetarianism and veganism have been present for decades, the mainstreaming of plant-based diets, driven by greater access to meat and dairy alternatives, is a more recent phenomenon. It's crucial to understand that statistics about veganism can differ based on the survey's methodology, year, and the countries included, making a single definitive percentage an oversimplification. However, reliable research provides a clear picture of the overall trend.

Overall Vegan Population in Europe

According to a 2023 survey report, 3% of European consumers identified as vegan across ten countries, with this figure remaining relatively stable but growing over recent years. Earlier data from a 2021 Euromonitor survey placed the figure at 3.4%, indicating slight variations but a consistent overall proportion. A significant trend is the doubling of the European vegan population between 2016 and 2020, as reported by a 2020 Veganz study. This growth, while impressive, still represents a small segment of the total population, and is particularly concentrated in certain countries.

Country-Specific Vegan Statistics

Beyond the continental average, a closer look at individual countries reveals significant differences in the adoption of veganism:

Austria: Often cited as a leader, Austria has one of the highest proportions of vegans in Europe, reaching 5% in a 2023 survey. This trend is supported by robust plant-based market growth in the country.
Germany: With around 1.5 to 1.6 million vegans, Germany represents a significant portion of the European vegan population. Surveys show figures for vegans ranging from 2.9% to 4%.
United Kingdom: The UK market is a pioneer in the plant-based movement, though statistics vary. Some sources indicate around 2% of the population is vegan, while others place the figure closer to 3.7% among adults in 2024. The country boasts a high number of vegetarian options and substantial interest in plant-based alternatives.
Ireland: Reported figures suggest a vegan population of around 4.1% as of 2025, showing solid growth and engagement.
Other European Nations: Italy and France tend to have lower vegan percentages, around 2% to 2.6%, possibly influenced by strong traditional meat- and dairy-based cuisines. However, interest in plant-based options is rising even in these countries. Scandinavia, particularly Sweden and Denmark, is also seeing increasing veganism and plant-based consumption.

The Rise of Flexitarianism

Crucially, the overall vegan percentage doesn't tell the full story of the plant-based movement in Europe. The most significant shift is the widespread adoption of flexitarian diets, where individuals consciously reduce their meat intake without eliminating it entirely. Recent data shows that flexitarians make up a much larger share of the population than vegans or vegetarians.

In 2023, 27% of European consumers identified as flexitarian.
Germany and Austria consistently show the highest rates of flexitarianism. This trend represents a critical middle ground, driving increased demand for plant-based products and creating a larger consumer base that is open to vegan alternatives.

Motivations Behind the Shift

Several factors are fueling the move towards plant-based diets across Europe:

Ethical Concerns: Animal welfare is a primary driver, with many Europeans concerned about industrial farming practices.
Health Benefits: Growing awareness of the health benefits of plant-based diets, such as lower risks of chronic diseases, motivates many to reduce their meat consumption.
Environmental Impact: Concern over climate change, deforestation, and greenhouse gas emissions linked to animal agriculture is a major factor, particularly among younger generations.
Technological Advancements: Innovation in food technology has led to tastier and more accessible meat and dairy alternatives, removing a significant barrier for many consumers.
Social Influence: The rise of social media and public figures promoting veganism helps normalize and popularize the lifestyle.

Challenges and Market Trends

Despite the growth, challenges remain. High prices for plant-based alternatives and inflation are significant barriers for many consumers. Taste and a perceived lack of variety also deter some individuals. However, the market continues to expand. Plant-based food sales in Europe have grown substantially, with Germany, the UK, and Italy leading the market value. This growth is evident in both specialized vegan businesses and the increasing availability of options in mainstream supermarkets and restaurants.

Veganism vs. Other Plant-Based Lifestyles


Dietary Lifestyle	Definition	Prevalence in Europe (approx.)	Primary Motivation(s)	Key Characteristics
Vegan	Excludes all animal products, including meat, dairy, eggs, and honey.	3%	Animal welfare, environment, health.	Highly committed to a fully plant-based lifestyle.
Vegetarian	Excludes meat and fish, but may include dairy and eggs.	5%	Ethical, health, religious.	Higher prevalence than veganism across most European countries.
Flexitarian	Primarily plant-based but occasionally consumes meat or animal products.	27%	Health improvement, sustainability, weight management.	The fastest-growing segment, driving broader demand for plant-based options.

The Way Forward for Veganism

Future growth for veganism in Europe is expected to continue, driven by younger, more environmentally conscious generations. The market is maturing, with innovation focused on improving product affordability, taste, and texture. While the percentage of Europeans who are vegan may seem modest compared to the number of flexitarians, the committed vegan community plays a significant role in influencing the broader market and driving product innovation. Continued advocacy, along with governmental and corporate support, will be crucial in overcoming remaining barriers and ensuring sustained growth.

Conclusion

While pinning down an exact figure for what percent of Europeans are vegan is difficult due to varying data sources and survey methods, a consensus points to approximately 3% of the population. This number, while a minority, represents a strong and growing movement. Crucially, the rise of flexitarianism is transforming the market, with a much larger portion of the population actively reducing their meat consumption. Motivated by a combination of ethical, health, and environmental concerns, and supported by a rapidly expanding market for alternatives, the plant-based trend in Europe is robust and set for further expansion in the coming years. For more detailed analysis, authoritative sources like the Good Food Institute provide regular updates on the European alternative protein sector.

Frequently Asked Questions

A vegan diet excludes all animal products, including meat, dairy, eggs, and honey. A vegetarian diet excludes meat but often includes dairy and eggs. A flexitarian diet is primarily plant-based but allows for the occasional consumption of meat or animal products.

Austria often reports one of the highest percentages of vegans, with figures reaching 5% in some studies. Other countries with notably high vegan and plant-based engagement include Germany and the United Kingdom.

Yes, veganism is growing in Europe, with the number of vegans having doubled between 2016 and 2020, according to a Veganz study. The broader plant-based market and flexitarian movement are also expanding rapidly.

The main drivers are ethical reasons related to animal welfare, personal health benefits, and growing environmental concerns about climate change and sustainability.

Consumers face barriers like the higher cost of alternatives, perceived taste issues, and a lack of options in some regions. Businesses contend with rising production costs, inconsistent government support, and competition in an increasingly crowded market.

Flexitarianism, with its much larger base, drives mainstream demand for plant-based products. As flexitarians seek more meat-free options, it increases the availability and affordability of alternatives, benefiting committed vegans and accelerating the plant-based trend.

No, data suggests veganism is a persistent and growing movement, not a fleeting trend. While the percentage of vegans may seem small, the broader shift towards plant-based consumption, especially flexitarianism, indicates a fundamental change in European dietary habits.