Nearly 60% Of Young Indians Are ‘Meat-Reducers,’ And Half Of Non-Reducers Are Open To Veganism

A recent study conducted in India found that nearly 60 percent of young Indians are already "meat-reducers," and half of those who are not reducing meat consumption are open to the idea of veganism. The main barrier preventing a wider adoption of plant-based diets among Gen Z Indians is a lack of information. This research could be utilized to promote plant-based food choices among the youth in India.

The study, conducted by Faunalytics, surveyed 801 Indian adults born between 1997 and 2012 and identified three distinct groups of respondents: indifferent consumers, constrained consumers, and "game-changers," who were the most likely to go vegan. Equipping these "game-changers" with practical tools to make dietary changes could have a high impact in promoting plant-based diets in India. Overall, the research highlights a growing interest in reducing meat consumption and exploring veganism among young Indians.