PEOPLE in the North West are turning to vegetarianism in their droves, according to a new survey by Tesco and the Vegetarian Society.
More people in the region describe themselves as demi-vegetarian - eating only white meat and fish - than anywhere else in the country.
The survey also showed that shoppers are now far more likely to try vegetarian ready-made meals even if they are not practising vegetarians.
"This all came as a very pleasant surprise to us," said Steve Connor, Vegetarian Society campaigns director, who was visiting Blackburn this week. "Tesco came to us with the results of their own survey which showed that more and more people are turning towards a vegetarian diet.
"There has been a dramatic change in eating habits during the last decade and food manufacturers and retailers are obviously having to respond to it.
"Britain is definitely entering a new eating era and vegetarianism is the taste of things to come.
"We are particularly pleased with the results from the North West, which show that more people than average are giving up meat. This is good news considering the region's poor record for heart disease."
The Tesco survey found that men in the North West were more likely to give health as their main reason for giving up meat, whereas women give animal welfare reasons.
Following the results of the survey the supermarket is building on its meat-free ready meal ranges.
Steve added: "This survey has shown that more than anything else vegetarianism is now accepted as mainstream. It is no longer unusual.
"We hope that these changes will eventually lead to a healthier population."
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