17 March 2022

The number of flexitarians around the world is growing. As many as 40% of global consumers say they are actively reducing their meat intake. Who are these consumers? Many of them are very young (gen Z) and passionate about sustainability and animal welfare.

A large portion of those who consume meat alternatives are flexitarian. In fact, according to a survey by NDP Group (Market Research & Consumer Trends), 90% of those who eat plant-based alternatives also eat meat. The main barriers preventing these consumers from switching to a 100% plant-based diet are the limited availability of vegan products outside the home and the price of meat alternatives. In fact, expanding distribution and reducing costs appear to be key factors in driving more people to consume less meat (Smart Protein Project, 2021).

This is exemplified by the Veganuary initiative (promoted by Essere Animali), which encourages people to follow a plant-based diet for the month of January. The results of the 2022 campaign have confirmed how a growing number of people are interested in following a plant-based diet, at least partially.

2022 Veganuary numbers confirm this, with over 600 thousand participants worldwide. Italy was the fifth country by number of registrations and Milan was the city with the third most participants worldwide.

Veganuary doesn’t simply end in January: 40% of people who signed up for the 2021 edition said they continued to follow a vegan diet, while 75% of those who didn’t remain vegan made a commitment to reduce their consumption of animal protein by 50% or more.

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