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• Top Reasons for Eating Less Meat

  

  For the past four years, GlobeScan and EAT, a non-profit dedicated to transforming the global food system, have partnered on the Grains of Truth report series to track shifting consumer perspectives. The 2024 EAT-GlobeScan Grains of Truth report offers valuable insights into how consumers perceive and engage with changes in the global food system. Based on a comprehensive online survey of over 30,000 consumers across 31 markets, the report highlights key trends and barriers in the transition to more sustainable diets.
  

  While the research indicates strong interest in consuming more plant-based foods – particularly among Millennials – it also highlights several challenges that prevent a widespread shift. Additional findings shed light on what could drive consumers to adopt a less meat-heavy diet, with four in ten people saying health considerations could motivate them to eat more plant-based foods. By comparison, fewer people cite financial reasons, animal welfare, or environmental concerns as key motivators.

  WHAT DOES THIS MEAN?

  Meat, together with dairy, accounts for around 14.5 percent of global greenhouse gas emissions according to the UN’s Food and Agricultural Organization (FAO). This makes dietary shifts a critical lever for reducing environmental impact. Yet the findings suggest that personal health considerations – not environmental concerns – are the most compelling reason for consumers to reduce meat consumption. Highlighting health benefits such as a lower risk of chronic diseases could be an effective way to encourage a shift toward less meat-heavy diets. Providing clear and accessible information along with public health initiatives that address common misconceptions could help shape perceptions. Approaches that take regional concerns and cultural preferences into account will also be important to make plant-based options more appealing.

  Survey Question: What would be the most important reason, if any, for you to reduce the amount of meat you eat?​

  Source: GlobeScan-EAT Optimism & Obstacles: Grains of Truth 2024 report (survey of 30,216 people in the general public in July ‒ August 2024)

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