The research shows that 31% of global consumers are choosing to limit their intake of meat and animal products, strengthening the trend in flexitarian eating - a dietary approach that champions the reduction, rather than the complete avoidance, of meat.
The rise in flexitarian eating stems from consumers becoming increasingly more conscious of the negative health impacts associated with a diet rich in animal protein as well as rising grocery prices and ethical and environmental considerations.
A reduced intake of meat has also been seen as a popular mode of achieving weight loss, with half of all consumers limiting their intake when they are actively trying to lose weight.
Tanvi Savara, food and drink analyst at Datamonitor Consumer said: “Greater consumer awareness about the negative health implications of over consumption of meat is a key factor driving the flexitarianism trend by choosing to limit their intake of meat and animal products.
“Three in four global consumers who limit their meat intake claim to be making conscious attempts to eat more healthily.”
A concern for meat manufacturers
Food brands have also been capitalising on the flexitarian trend by producing more vegetable orientated products.
“Research by Datamonitor Consumer shows a growth in the proportion of meat-free ready meal launches over the last five years,” said Savara.
“This suggests that the segment of consumers adopting a flexitarian mentality will increase in the years ahead and become a significant concern for meat manufacturers.”
The Datamonitor Consumer infographic can be viewed here http://www.datamonitorconsumer.com/moderation-and-avoidance-food-villains/