04 Apr 2019

Flexitarianism is credited with the significant increase in demand for plant-based foods, and research from YouGov suggests this is accurate. In their latest white paper YouGov look at whether flexitarianism could soon be the norm, with most consumers opting for a mainly plant-based diet supplemented by small amounts of meat consumption.

According to their research, 14% of respondents consider themselves to be flexitarian. It used to be common thought that these flexitarians were merely experimenting with a change in diet that would eventually see them commit to vegetarianism or veganism. However, that seems not to be the case.

YouGov discovered that the majority of those that identify as flexitarian are happy with their choice, consider themselves to be fairly healthy, and more importantly less than half think that giving up meat completely is the more nutritious option.

Flexitarians included in the research take their food seriously, with half responding that they cook from scratch daily and three-quarters answering that they enjoy trying new recipes and experiences. Only the group of committed vegans responded that they were more likely to cook from scratch than this group.

The YouGov white paper points to a number of different factors at play in consumers decisions to reduce their meat consumption, with the environmental impact of meat consumption at the forefront and animal welfare a factor, too. Initiatives like Meatless Monday’s could be having a positive impact, and the more widespread availability of meat-free options, including headline-grabbers like the Gregg’s vegan sausage rolls, mean it’s easier than ever to have a plant-based meal.

The YouGov data suggests that while meat is here to stay on the nation’s dinner table, it may have a future as a rare treat rather than the focal point of every meal.

See the YouGov white paper here