28% of Brits identify as “meat-reducers”, study finds

The rise of demand for vegan-friendly meals is also being seen as a response to climate change.

Around 28% of Brits now identify as ‘meat-reducers’, or people actively attempting to reduce their meat consumption from their diet according to a survey commissioned by More Than Carrots.

According to the group, two of the reasons behind their adoption to this diet are for environmental reasons. 26% of the meat-reducers say that it is to lessen their carbon footprint, while 15% wants to help in diminishing deforestation.

“Climate change is at a tipping point and a lot of people are beginning to realise the enormous impact that reducing meat in their diet can have on the environment. Eating less meat is the one action every one of us can take every day and that is 100% in our control,” More Than Carrots founder Annette Burgard said.

Results also reveal that 73% prefer to avoid a restaurant due to the lack of vegan choices. 22% of meat-reducers, meanwhile, disagree with the premise that restaurants are making it easier for them to eat less meat.

As a response to these results, More than Carrot have launched a platform that would help meat-reducers find a restaurant that offers such meals, the London Restaurant League Table.

“To help them, we are providing the first guide that enables diners to directly compare restaurants, and visit the ones that make it easy for them to choose the most appealing veggie option,” Burgard said.

“We have compiled this list by using an algorithm to analyse and score restaurant menus reliably and at scale. Our criteria are based on research from third-party studies and our own qualitative analysis of meat reducers’ behaviour. We are starting in London today, but our ambition is to roll out our solution UK-wide.”