Climate Change Drives Dietary Change — 37% of Australians Now Reduce Meat Consumption

New research from PLAY Market Research (PLAY MR) shows that 37% of Australians are actively reducing meat consumption, while 10% are dedicated vegetarians or vegans. The research demonstrates that a substantial proportion of Australians are consciously reducing meat consumption, with reducing environmental impact being the key driver. Changing Australian eating habits PLAY MR's shopper panel found that Australians are moving away from the traditional “meat and three veg” diet. It found the following dietary associations across Australia: Vegan — 3%; Vegetarian — 7%; Pescatarian — 2%; Flexitarian — 25%; Mainly meat, occasionally vegetarian — 39%; Mainly meat, no vegetarian meals — 24%. PLAY MR CEO Troy Kohut said: “Most vegan and vegetarian consumers only started eating this way 6–12 months ago, while those who mainly eat meat have eaten this way for 5+ years (or perhaps their whole lives!). This is a new lifestyle for many Australians.” The environment leading the charge in dietary change “Our panel found that the top driver for choosing a vegan diet is eating in a more environmentally friendly way,” Kohut said. “As concerns about climate change continue to grow, you would expect this to increase.” The research found that Australians choose a vegetarian/vegan diet for the following reasons: More environmentally friendly — 48%; A healthier lifestyle — 40%; Protecting animals — 36%; Preventing lifestyle diseases — 35%; Weight loss — 26%. Trends in the vegan food market The research identified many trends in the plant-based food market. #1. Vegan certification is no longer the only driver — flavour and benefits matter too. PLAY MR: “Manufacturers are no longer marketing only to vegans. Product labels must appeal to a broader market, and marketing should focus on taste and environmental benefits.” #2. See ya soy — premium plant-based ingredients have entered the building. PLAY MR: “The vegan market has definitely expanded beyond tofu and soy milk, driven by consumers who seek health benefits alongside environmentally friendly choices. As pea, lentil, cauliflower and nut products increasingly become a common feature, their health and taste benefits continue to stack up. Innovation in food manufacturing has advanced rapidly, and Australian producers must compete aggressively with global food brands.” #3. Supermarkets see the opportunity — private labels disrupt plant-based brands. PLAY MR: “Coles and Woolworths are taking this trend seriously. The major supermarkets are leveraging consumers' high trust in private labels to drive sales in the growing plant-based food segment. Coles and Woolworths can give shelf space to private labels, including placement alongside non-vegetarian products.”