*Percentages have been rounded to their nearest decimal place. Per person has been calculated per 100,000 people. To accurately rank one city above the next, the research findings (search data, social data, events data, restaurant data and The Body Shop sales data) were calculated per 100,000 people per city.
The Body Shop product information is sourced from The Body Shop UK sales data between 01/08/2018 to 31/1/2018. Emoji and social media account and sentiment data was sourced from https://www.brandwatch.com/20 November 2016 to 20 November 2018, on 20 November 2018. The search trends were sourced from https://trends.google.com/trends/ from 1 November 2014 to 31 October 2018, on 19 November 2018.
Other sources included in this research include: https://www.happycow.net/, https://www.eventbrite.co.uk/, https://www.peta.org.uk/, https://en-gb.facebook.com, https://www.meetup.com/, http://www.veggies.org.uk/, http://www.westway.org/, http://londonvegansocieties.com/, https://www.viva.org.uk/, https://su.sheffield.ac.uk/, https://www.vegansociety.com/ and https://www.vegfest.co.uk/event/.