A new report published by Eurostar Commodities and Bite UK revealed that demand for plant-based protein in the United Kingdom is set to surpass that of organic meat this year. “We predict that vegan protein will continue to feature strongly and will perform at a higher level than organic during 2018,” the report stated. Jason Bull, sales director at Eurostar Commodities and Bite UK, explained to Global Meat News that British consumers are consistently choosing plant-based protein as they become more aware of its benefits. “There are lower calories in plant-based proteins,” Bull said, “so it will appeal to a broader audience who are doing moderate exercise as opposed to hardcore bodybuilding. The British public are becoming more and more comfortable with vegan proteins that they would never have heard of just a few years ago.” The report pointed to the success of all-vegetarian locations of Pret a Manger as an indicator of the dietary shift occurring in the UK—which is supported by data published last month that revealed Britons are now consuming 50 percent less beef and veal they did in 1975.