Nearly A Quarter Of Consumers Identify As ‘Meat Reducers’ Or Flexitarians

A new report on protein market trends found that nearly a quarter of consumers identify as “meat reducers” or flexitarians, while a fifth do not consume any meat at all. Health is the primary reason for consumers choosing plant-based alternative proteins, with some also citing increased dietary variety and minimized environmental impact as key factors in their decision to swap meat for plants.

The report, titled “Protein Market Trends: Growth and Global Shifts,” was published by Innova Market Insights in July. It highlighted consumer interest in nutrition, improved taste, and “clean label” plant-based offerings, with plant protein increasingly being incorporated into a diverse range of products to meet consumer demand for healthier options.

The consumer report comes after a systematic review defining the flexitarian diet, which recommends consuming dairy, eggs, meat, or fish at least once per month but less than once per week. Experts suggest that dietary guidelines prioritize plant-based proteins over meat and dairy, with some countries explicitly acknowledging the health benefits of plant-based diets in their official recommendations.