According to recent research, the majority of British consumers want to see more vegan-verified clothing, bags, shoes, and accessories in stores and online.

The Vegan Society released research earlier this month called The Rise of Vegan that looked at consumer awareness of various materials and supply chain concerns in the fashion industry, as well as what customers are searching for when it comes to vegan apparel.

According to a study conducted as part of the report, 95% of customers would like to see more vegan-verified clothes across all fashion categories, with almost half (48%) stating they want to see it across all fashion categories.

According to the survey, 35% of respondents would want to see more vegan choices for goods that often utilize animal leather, such as coats and boots, and 32% would like to see more vegan-friendly leather bags and backpacks. 32% indicated they'd want to see pleather (plant leather) used in more general footwear, such as boots, heels, and sandals, and 28% said they'd be interested in vegan leather shoes.

As the market for vegan alternatives grows, an increasing number of fashion firms, from main street names to historic luxury houses, are moving away from animal-based goods.

Canada Goose, Moose Knuckles, and Nieman Marcus have all declared intentions to go fur-free in the last three months, joining the ranks of Macy's, H&M, Gap, Urban Outfitters, J.Crew, Burberry, Prada, Gucci, and Giorgio Armani.

According to the Vegan Society's survey, 61% of respondents felt that wearing fur is cruel, while 57% say the same about using leather from "exotic" animals. 37% of respondents said they using cow leather is cruel. Meanwhile, 35% desire more vegan leather options and nearly three-quarters (74%) are ready to spend extra for non-animal-based alternatives.

Moreover half of those surveyed (55%) indicated they wanted to buy or already had anything made of plant-based leather, the greatest percentage of any material. 42% believe it is sustainable, 34% believe it is ethical, and 31% believe it is modern.

The study's findings are based on a survey of 1,000 UK people conducted between May 12 and 14, 2021 on the consumer research platform Attest.