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Are Flexitarians Changing the Future of the Meat Category?

Meat and Poultry is currently consumed by 91% of UK consumers, creating it to be a £7.6 billion in the UK. However, this category is facing media backlash over health and environmental claims.

The Issue of Meat Consumption

Meat and Poultry is currently consumed by 91% of UK consumers, creating it to be a £7.6 billion in the UK. However, this category is facing  media backlash over health and environmental claims.

Recent media articles have linked processed meats to carcinogenic health properties  as well as concerns around salt and fat content.

Greenpeace argues that meat eaters will use 160 times more land resources than plant based eaters do. In addition, 51% of global greenhouse gas emissions are caused by animal agriculture. As current meat consumption is causing increasing concern, government bodies have argued that a vegan diet, or at least a flexitarian diet, is necessary to combat the worse effects of climate change.

What is a Flexitarian?

Consumers are aware of the issues around meat consumption. They are now wanting to reduce how much meat and poultry they consume. This has created a new type of dietary preference- “the flexitarian”.  This is someone who will follow a vegetarian diet but will occasionally eat meat or fish. This is being adopted by 28% of UK consumers.

 

Women, 25-34s (32%), people who live in London (37%), and people in the A socioeconomic group (38%) are most likely to have limited/reduced meat intake. Under- 25s are twice as likely as the average to be non-meat eaters (19% compared to 9%), with this rising to 25% among females in this age group ( Mintel, 2018).

The Solution?

This flexitarian diet has caused the hospitality and the food retail sector to diversify their current bbq range.

One example that has shaken the protein market is the ” Beyond Burger” which looks and cooks just like beef but made only with plant protein.

Sainsbury’s  has introduced a “Love Meat and Veg” range . The brand aims to introduce the consumer to reducing their meat eating habits and explore the switch to a higher vegetable intake. These products are aimed at appealing to the mass of flexitarians  rather than the small UK vegan audience

However, consumers are sceptical about the ingredients used in meat free dishes demanding full traceability in products. However, with GCL’s stringent technical procedures we are able to give full clarity about our ingredients.  Please get in touch for sample requests.

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July 19, 2018