Nearly one-third of Americans (28.6 percent) are considering serving a meatless meal this Thanksgiving, according to data collected by market research firm Dynata on behalf of vegan brand The Meatless Farm. Dynata surveyed a representative sample of 1,050 Americans about their eating habits this Thanksgiving. The data uncovered that younger generations are more inclined to break with tradition, with 44 percent of those aged 18 to 24 and 45 percent of those aged 25 to 34 responding that they open to serving a meat-free Thanksgiving. Personal health was the leading driver for 60 percent of the respondents to go meat-free—a factor that becomes more important with age. “Being mindful of how we live and eat has become a priority in today’s world and the numbers reveal a huge shift towards plant-based eating in the US,” Kasper Vesth, General Manager of The Meatless Farm in North America, said. “Small changes can have a big impact and it’s great to see that so many meat-eating Americans are taking action. If people switched even just one meal a week to meatless, they could make a big difference.” The Meatless Farm launched its first vegan meat products in 2018 in the United Kingdom before expanding to the United States earlier this year.