A data profile of the people who buy, follow and care about Veganism in United Kingdom — modelled from more than twelve digital signal sources. Veganism has an estimated audience of 17,965,076 people in United Kingdom.
The average Veganism fan in United Kingdom is 44.0 years old, more female, and lives primarily in England.
The audience is concentrated in England, Greater London, South East.
Top brand affinities include Waterstones, Self care, Costco, with strongest over-indexing on Waterstones (1.68× the country average).
Demographically, the Veganism audience skews more female with an average age of 44.0, and over-indexes on personality traits such as Healthy Lifestyle, Individualism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical Veganism fan in United Kingdom is more female, around 44.0 years old, with strong Healthy Lifestyle tendencies and a notable affinity for Waterstones.
The key figures that characterise the Veganism profile in United Kingdom.
68.9% are female, 31.1% are male, average age 44.0.
| Metric | Value |
|---|---|
| Female | 68.9% |
| Male | 31.1% |
| Average age | 44.0 |
| Estimated audience size | 17,965,076 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 18% | |
| 30-39 | 19% | |
| 40-49 | 23% | |
| 50+ | 32% |
of the worldwide Veganism audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 19.8% |
| United Kingdom | 5.9% |
| Italy | 5.7% |
Where the Veganism audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Greater London | ~4.5M | 1.99× | |
| 02 | Scotland | ~2.5M | 1.41× | |
| 03 | South West | ~2M | 1.19× | |
| 04 | North West | ~2M | 1.14× | |
| 05 | South East | ~2.5M | 1.03× | |
| 06 | Wales | ~1M | 1.02× | |
| 07 | East of England | ~1.5M | 0.97× | |
| 08 | England | ~13M | 0.87× | |
| 09 | East Midlands | ~1M | 0.86× | |
| 10 | Northern Ireland | ~400K | 0.71× | |
| 11 | Yorkshire and the Humber | ~1M | 0.68× | |
| 12 | North East | ~400K | 0.61× | |
| 13 | West Midlands | ~400K | 0.56× |
The strongest cross-interests of the Veganism audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Plant-based diet | Health | 2.41× | ||
| 02 | Healthy food | Health | 2.39× | ||
| 03 | Folic acid | Health | 2.35× | ||
| 04 | Fat Face | Fashion & Accessoires | 1.94× | ||
| 05 | Home Interior Design | Home & Garden | 1.86× | ||
| 06 | Ethical consumerism | Shopping | 1.86× | ||
| 07 | Self care | Health | 1.81× | ||
| 08 | Oliver Bonas | Fashion & Accessoires | 1.81× | ||
| 09 | Naked Wines | Food & Beverages | 1.77× | ||
| 10 | Marriage proposal | Kids & Family | 1.74× | ||
| 11 | Paddington | Movies & TV | 1.73× | ||
| 12 | Hotel Chocolat | Food & Beverages | 1.73× | ||
| 13 | Birkenstock | Fashion & Accessoires | 1.70× | ||
| 14 | Waterstones | Literature | 1.68× | ||
| 15 | Home Design | Home & Garden | 1.65× | ||
| 16 | Costco | Shopping | 1.62× | ||
| 17 | Harvey Nichols | Shopping | 1.59× | ||
| 18 | MSN | News | 1.56× | ||
| 19 | Home decorating ideas | Home & Garden | 1.54× | ||
| 20 | Chihuahua (dog) | Pets & Animals | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Healthy Lifestyle | BALANCE | 1.35× | |
| Individualism | JOY | 1.29× | |
| Sustainability | BALANCE | 1.24× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.82× | |
| Quality Awareness | PREMIUM | 0.87× | |
| Spirituality | BALANCE | 0.88× |
Veganism has an estimated audience of 17,965,076 people in United Kingdom, concentrated in England and Greater London.
68.9% of Veganism fans are female, 31.1% are male, with an average age of 44.0 years.
Veganism fans show strongest brand affinity for Waterstones (1.68×), Self care (1.81×), and Costco (1.62×) over the country average.
Veganism fans in United Kingdom are most concentrated in England (reach ~13M), Greater London (reach ~4.5M), and South East (reach ~2.5M). These three regions account for the largest share of the active audience.
Beyond Veganism itself, the audience over-indexes on Self care (1.81×), Costco (1.62×), Folic acid (2.35×), and Home Interior Design (1.86×) compared to the United Kingdom average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in United Kingdom who actively search for Veganism. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across United Kingdom. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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