Nearly 30 percent of British meat-eaters will be skipping the traditional roast lamb this Easter and opting for a veggie main. According to a new study by One Poll -- conducted on behalf of vegan meat brand Meatless Farms -- most people tucking into a veggie main this Easter weekend will be in the North East; it notes that 43 percent of Geordies will be ditching meat, compared with 37 percent of Londoners. Unsurprisingly, most of those people are in the younger age bracket, with 49 percent of 18 to 24-year-olds predicting they will choose a veggie main over the holiday weekend. Millennials are helping to drive the plant-based food market; a survey by Oatly in November revealed that their top 5 grocery picks are all vegan. "Being mindful of how we live and eat has become a priority in today's world and the numbers reveal a huge shift towards plant-based eating in the UK, with one in eight people now identifying as vegetarian or vegan,"\u00a0said Rob Woodall, the CEO of the Meatless Farm Co, in a statement. "Plant-based diets are currently very topical, however for many people it isn't a fad or about giving up meat altogether," he continued. "It's about finding a balance that is healthy, tasty, and good for the planet." \u00a0 Brits Embrace Vegan Food The data isn't the first to show that Brits are making more consciously ethical decisions when it comes to food. Earlier this year, a study by supermarket chain Sainsbury's revealed that 91 percent of UK residents are actively reducing their meat intake, for health, ethical, and environmental reasons. Climate change is one of the most prevalent motivations; a study by Modular Classrooms in March revealed that more than half of Brits are now considering eating less meat and driving their cars less in a bid to do their bit to save the environment. Some people have already made the switch to a more ethical lifestyle. According to Kantar Worldpanel, 66 million Brits ate 150 million vegan meals in 2018. Fraser McKevitt, the head of retail and consumer insight at Kantar Worldpanel, said earlier this year,\u00a0"looking back on 2018 as a whole, one of the most notable consumer trends is the shift to a more plant-based diet."