Various reasons, e.g. losing the perceived economic benefits of a free trade zone with the rest of the EU countries. EDIT: I can't reply to the comment below

Various reasons, e.g. losing the perceived economic benefits of a free trade zone with the rest of the EU countries. EDIT: I can't reply to the comment below for some reason, so here's what I was going to say: Much of the EU's unpopularity amongst the Brexit-supporting section of the UK's population comes from it repeatedly being used as a convenient scapegoat for domestic political issues, and the country's most-read newspapers printing decades of nonsense ("EU bans yogurt and cheese from school dinners", "EU bans straight and bendy bananas", etc.) that were taken as fact about what a broken institution it is. Brexit was really just the end result of a spectacularly successful sustained propaganda campaign.