The prospect of a diet packed with chickpeas, lentils, and quinoa appears to be more tempting as of late, as new research from Mintel revealed that 25% of young British millennials (aged 21–30) say that the COVID-19 pandemic has made a vegan diet more appealing.

These plant-loving millennials are not alone, as the research revealed that a vegan diet is proving more attractive to over one in 10 (12%) of all Brits, rising to almost a quarter (22%) of Londoners, since the start of the pandemic.

This comes as Mintel research indicates there is a strong belief in the healing power of plants, as half of Brits (51%) believe plant/botanical ingredients (e.g., herbs and spices) can have medicinal benefits (i.e., treating ailments).

“Five a day” is a higher priority too, as 23% of Brits said they are eating more fruit and vegetables since the start of the outbreak. Generation Z (aged 20 and younger) (31%) and millennials (aged 21–40) (27%) are most likely to be keeping their fridges well stocked with this healthy produce. Shining a light on citrus fruits, 66% of Brits believe consuming vitamin C helps support the immune system. Overall, 37% of Brits say the COVID-19 outbreak has prompted them to add more nutrients that support the immune system to their diet.

“Even before the spread of COVID-19, we were seeing a growing interest in plant-based food and drinks across global markets,” said Alex Beckett, associate director, Mintel Food & Drink, in a press release. “It may well be that the pandemic is accelerating this trend.

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