The United Kingdom’s vegan population has increased by 360 percent since 2006, according to a new survey conducted by The Vegan Society. Currently, about 542,000 people over the age of 15 identify as vegan, whereas in 2006, that number was just 150,000. Those aged 15 to 34 make up 42 percent of the vegan population, and 88 percent live in urban areas—with London being home to 22 percent of Britain’s herbivores. “More people than ever before are acting upon the health and environmental benefits of veganism, and finding out what really goes on in the meat and dairy industries and deciding they do not want to contribute to the pain and suffering of animals,” said CEO of The Vegan Society Jasmijn de Boo. As evidence of the nation’s growing awareness, this year the town of New Forest launched its inaugural vegan fair to an unexpected crowd of 1,200.