42% of global consumers are 'flexitarian', driving shift to plant-based diets

 A worldwide surge in flexitarianism has fueled the rise of plant-based foods globally, a new report highlights. With more than two-fifths of global consumers actively reducing their meat consumption (especially the post-90s and 00s), researchers expect both large multinational food conglomerates and smaller brands to continue to diversify their plant-based products and Introduce new product categories.

A new report from Euromonitor has found that plant-based foods are becoming more popular globally, driven largely by the rise of flexitarianism. Although the number of vegans and vegans has increased, it is only a drop in the bucket compared to the large number of flexitarian consumers around the world. These flexitarian consumers are actively restricting foods of animal origin, and while not completely eliminating all animal products from their diets, figures show this group accounts for 42% of the market. By comparison, vegans and vegans account for only 4% and 6% of global consumers.


The researchers also found that younger consumers were more likely to reduce their meat and dairy intake compared to older generations. Based on the 2020 findings, the study found that 54% of Gen Z (born between 1995-2009) are avoiding meat and animal products, compared with only 34% of Baby Boomers (born between 1946-1964) people are doing it.

By region, Australia has a higher proportion of flexitarians - with more than 45 per cent of respondents saying they are limiting their intake of animal products, followed by the UK and US markets. The figures match the findings of a recently published Food Frontiers report detailing the "huge growth" of Australia's plant-based food industry over the course of 2020.

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