The trend for meat reduction – how mainstream is it?

Over the past few years there has been a boom in interest for veganism and plant-based foods. Not only that, the concept of reducing without eliminating meat from diets has also gained popularity. Terms like Meat-free Mondays, Veganuary and flexitarian now crop up in everyday conversation. This is a trend that goes beyond the UK, with evidence, for example, suggesting that 40% of Germans are cutting down on meat[1].

We wanted to explore with our MindMover Connect panel members how far this trend has strayed into everyday life in the UK.  More than a thousand members responded to our research call (n=1,151).

Two in five would never consider reducing their meat consumption

Altogether, there were more people who said that they were either reducing, considering reducing their meat consumption or were on veggie/vegan diets (total of 60% – see detail below). On the other end, two in five felt they would never consider reducing their meat consumption.

Digging around the reasons for not wanting to reduce meat intake, we found that habit and liking the taste of meat were the strongest barriers to behaviour change. They saw their diet through a personal lens and were less likely to discuss wider factors for example, environmental or ethical implications of their diet choices.

“I love meat and will not reduce my meat consumption, years of listening to and hearing about ‘less / no meat in your diet’, personal choice, I respect other people’s decisions, please respect mine in return.” 

“Isn’t for me, if I don’t have meat, fish or seafood in a meal then it doesn’t seem like a proper meal to me.” 

Are health concerns stopping some from reducing meat intake?

Secondary barriers to reducing meat consumption related to a health angle. Still looking at this choice through a personal lens, stated reasons tapped into common beliefs that not eating meat would lead to nutrient deficiencies (e.g. protein, iron), or the lack of evidence that meat consumption damages health.

“I do not really know what the actual benefits/ drawbacks are in relation to reducing the level of my meat intake. What I can say however is that meat has been consumed for as long as I have been alive and for many decades beforehand, but it is only now that the public are cutting down and as far as I am aware, there is no scientific evidence available to show octogenarians or even centurions have suffered ill health by continuing to eat meat as regularly as they have always.”

“I think that there are a number of vitamins that could become deficient in the absence of meat, and health could suffer when there is less protein going into the system, not least being iron.”

A health angle was also adopted by those who had taken active steps to reduce or exclude meat from their diets.  For this group, there were a wide range of perceived health benefits, from weight loss and improving the look of their skin, to feeling better overall and reducing the risk of serious illness like heart problems.

“I have never been a big meat eater but have been eating more meat substitutes and vegetables. I think that it helps you lose weight as the amount of calories consumed is reduced, it can reduce your risk of cancer and other health conditions such as heart disease, cholesterol and blood pressure. I have also read that reducing meat consumption can give you healthier skin and give you more energy.”

Environmental and animal welfare concerns

However, those in favour of having less or no meat in their diets, adopted a wider frame than the personal one, with environmental and animal welfare concerns coming to the fore as forces influencing their decision. So diet choices were understood, and influenced by, their wider impact. Again, conversations tapped into wider public debates on the benefits of meat reduction such as reducing use of natural resources (e.g. land and water) and reducing carbon emissions.

“The main benefit that I’m aware of is environmental, so if I switch more to chicken than beef for example (to cite two intensively farmed meats), that should use less natural resources for the former than the latter. Similarly, if I can cut out meat once or twice a week and substitute with a tasty alternative that has even greater environmental benefits, then I’m willing to do that too.”

Although animal welfare did come up, it was a less common concern, most often cited by those with a stricter diet (e.g. vegetarian, vegan). For those choosing to reduce meat, animal welfare tended to be a nice side effect, rather than a key driver:

“We eat a balanced diet but have almost cut out red meat as my husband has to cut fat in his diet. We eat chicken and a lot of fish together with more fruit, veg, pulses, salad and are mindful of dairy so minimum butter, very little hard cheese and don’t add salt to food. If we are honest, we have done this for our health not to shout out about animal welfare which I see as an added bonus.”

While it’s unlikely that veganism will become mainstream any time soon, it is clear that the trend to reduce meat is here to stay and leaking into the everyday.  Whether or not meat reduction is for everyone, the commonalty between both groups is often a focus on health which brands can bear in mind when considering comms.

[1] https://www.theguardian.com/world/2020/sep/27/the-wurst-is-over-why-germany-land-of-schnitzels-now-loves-to-go-vegetarian

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