New year, no meat?

Dan Ochwat
Executive Editor
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Chart from "Americans' Shifting Attitudes Toward Meat," Dynata, Meatless Farm

With New Year’s resolutions in mind, research firm Dynata, Plano, Texas, on behalf of plant-based food company Meatless Farm, released a report looking at how consumers are viewing their meat intake in the year ahead. 

The study found that 56% of respondents between the ages of 18 and 65 are either “very likely” or “somewhat likely” to make a New Year’s resolution to eat one meat-free meal a week.

When looking at consumers aged 25-34, this number increased to nearly 70% looking to reduce meat in their meals.

Of course, it’s commonly known that most people don’t stick with or follow through on their New Year’s resolution, so time will tell if this insight comes true, but the study does point to attitudes that seem more open to cutting back on meat. The study doesn’t necessarily say these consumers will replace meat in their diet with a plant-based meat, either. Many retailers have launched their own brand of plant-based foods, a category that is very on-trend for 2020 and one that experts are expecting to grow in the year ahead.

Plant-based meat meal from Meatless Farm

U.K.-based Meatless Farm, who recently announced former Lidl leader Jesper Højer as its new chairman of the board, released the study. Other highlights include:

  • By region, 60% of Midwest respondents are likely to consider reducing meat intake, more than any other region.

  • “Personal health” was the leading reason why survey respondents considered reducing meat in their diets, second to that was “animal welfare.”

The study surveyed 1,050 people in all 50 states across the U.S.

It was technically part two of a broader study that started with surveying Americans on how likely they would have a meat-free Thanksgiving. That study found a third of consumers willing to consider having a meat-free Thanksgiving. In February, a final summary report with all of the findings will be released.