More people are opting for vegan diet for seven or 30 days, reveals the Vegan Society.
Juliet Gellatley, director of the vegan and vegetarian group Viva, says most people do it either for health concerns or because they have developed greater awareness of animal rights. "People might be prone to heart disease or want to get their cholesterol down. Or it might be because they've seen something on factory farming. But once people turn to veganism, they usually open their minds to the other issue too," said Gellatley. "The third factor, which is more unusual, is environmental reasons such as global warning or deforestation," she added.