One in four people in the world has reduced their meat consumption

    28 Sep 2021

    Nearly one-quarter of global consumers try to limit their meat consumption. This was announced on September 26 by the Business Wire portal, citing a study by Euromonitor International within the framework of the Consumer Voice: Health and Nutrition 2021 project.

    At the same time, 67% of respondents believe that their choices and actions can change the world for the better.

    In the report, 23% of respondents said that the main driver behind the reduction in meat consumption is that they wanted to lead a healthier lifestyle.

    According to global market research company Euromonitor International, the plant-based food market grew by 9% in 2019-2020, surpassing USD40 billion globally.

    According to Euromonitor’s Voice of the Consumer: Health and Nutrition Survey 2021, 23% of global consumers are trying to limit their meat intake, and having a healthier lifestyle is the main reason for consumers following vegan, vegetarian and flexitarian diets.

    “The COVID-19 pandemic made consumers more aware of the impact their individual actions have on society,” says Nozomi Hariya, senior analyst at Euromonitor International. “An example of this are flexitarians, who reduce their consumption of animal products, and driving growth of plant-based alternatives.”

    While 57% of global consumers believe their choices and actions could make a difference in the world, only 25% of respondents in Japan believe in this statement, ranking the lowest among the 40 surveyed countries globally, according to Euromonitor’s Voice of the Consumer: Lifestyles Survey 2021.

    Although overall Japanese consumers’ awareness of sustainability is still low, digital natives like millennials and Gen Z are growing more aware of global environmental and social issues than other generations. Also, with the integration of sustainability education into school curriculums in Japan, the Generation Alpha is expected to become even more sensitive to those issues; thus investing in sustainability will be essential for companies in the medium to long term.

    “Added-value benefits beyond sustainability, such as health benefits or affordability, is critical to attract consumers,” adds Hariya, before concluding, “The use of technology and work in partnership across industries and countries will also be key to promote sustainability.”

    Sustainable sourcing, de-plasticisation and food waste are three trends shaping sustainability. Watch Euromonitor’s free on-demand webinar,” Key Trends Shaping Sustainable Market: Analysing from Data and Case Studies” (content available in Japanese only) for more insights on how companies and brands around the world are responding to sustainability issues and needs.

    About Euromonitor International

    Euromonitor International is the world’s leading provider for global business intelligence, market analysis and consumer insights. From local to global and tactical to strategic, our research solutions support decisions on how, where and when to grow your business. Find the right report, database or custom solution to validate priorities, redirect assumptions and uncover new opportunities. With offices worldwide, analysts in over 100 countries, the latest data science techniques and market research on every key trend and driver, the company helps customers make sense of global markets.


    According to the report, a recently released report from Research and Markets shows that the plant-based meat market in the US was just over $1 billion in 2020, and will reach nearly $ 2.7 billion by 2027.

    In addition, according to Mattson’s survey, 32% of respondents consider themselves “mostly vegetarian” or that they are actively reducing their intake of animal products.

    “In 2021, we will continue to see incredible innovation in virtually every category of plant-based food. Innovation will be fueled by growing investor interest and consumer appetite, especially among the millennials and generations who are driving this growth,” said Plant Food Association CEO Rachel Dreskin.

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