A recent poll of 2,000 United Kingdom residents by W.K. Kellogg—a subsidiary brand of food company Kellogg’s—found that 56 percent of participants between the ages of 16 and 29 have attempted to follow a plant-based diet in the previous 12 months. The survey also found that 45 percent of people between the ages of 30 and 49 have also attempted to eschew animal products in the surveyed time period. Nearly one-third of participants adopted a plant-based diet initially for concerns over animal welfare, 29 percent did so to lose weight, and four percent were inspired to go vegan by a celebrity. “Many people are turning to plant-based diets to support a better lifestyle but it can be difficult to stick to,” Kellogg’s senior nutritionist Laura Street told The Sun. “Our research showed that a quarter of new vegans find it hard to know what to eat.” Participants revealed that their attempts lasted an average of 3.5 months, citing various reasons such as difficulty finding vegan options as reasons to return to eating animal products, and 72 percent of respondents said they would maintain a plant-based diet if they received more support from their friends and family. In January, W.K. Kellogg debuted two plant-based cereals, citing a growing demand for plant-based foods as its reason for developing the line.