Vegetarianism and Other Meat-Restricted Diets

Global Survey Report

About This Report

Oct 2012

Passport Survey explores the prevalence of and reasons for meat-restricted diets among consumers around the globe. Results are based on responses to Euromonitor International’s flagship survey, the Annual Survey 2011, which includes 16,000 online consumers in eight countries.

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Vegetarianism and Other Meat-Restricted Diets

A growing number of consumers around the world are adopting meat-restricted or meat-free diets. The limited-meat movement seems to be constantly evolving and new variations of limited-meat diets continue to emerge. Broadly speaking, the three categories of limited meat diets include 1) vegans and vegetarians who eat no meat, 2) pescatarians who eat only fish, but no meat, chicken, or pork, and 3) consumers who eat no red meat, but do eat chicken, pork, and fish. In addition to long-standing reasons such as economic constraints and religious beliefs, more recent reasons for limited-meat diets include health improvements and ethical and environmental concerns. Note, countries with a substantial number of people with religious or cultural ideologies that require meat-free diets (e.g. India) are treated separately for this analysis and we do not analyse the effect of religion on meat eating habits (see section: Meat-eating Among Indian Consumers).

Vegetarianism and Other Meat-Restricted Diets

EXECUTIVE SUMMARY

INTRODUCTION

Chart 1 Limited-meat Diets by Level of Meat Restriction

WHO HAS DIETARY MEAT RESTRICTIONS?

Emerging markets have adopted the limited-meat diet trend
Chart 2 Limited-meat Diets by Country
Income levels have a larger impact in emerging markets
Young and educated Western consumers take up the limited-meat trend
Older consumers in emerging markets adhere to limited-meat diets
Differing demographics mean dissimilar marketing strategies
Chart 3 Limited-meat Diets by Age and Country

WHY DO CONSUMERS HAVE LIMITED-MEAT DIETS?

Health
Consumers with limited-meat diets exhibit more healthy behaviours
Chart 4 Weekly Health-related Behaviours, By Type of Diet
Consumers with limit-meat diets act on their beliefs about health
Chart 5 Consistency of Belief and Behaviour, by Type of Diet
Limited-meat consumers may be more concerned with image
Chart 6 Personal Values Relating to Concern with Status and Image, by Type of Diet
Ethical and Environmental Reasons
Consumers with limited-meat diets make ethical and green purchasing decisions
Chart 7 Consumers’ Attitudes about Ethical and Green Product Features, by Type of Diet
Economic constraints—or the lack thereof
Limited-meat consumers care less about price and more about quality

HOW DO CONSUMERS WITH LIMITED-MEAT DIETS EAT

Limited-meat consumers are more likely to eat in a hurry
Chart 8 Food Preparation and Eating Habits, by Type of Diet
Consumers with limited-meat diets eat more frequently than meat eaters

IMPLICATIONS FOR MANUFACTURERS OF MEAT ALTERNATIVES

MEAT-EATING AMONG INDIAN CONSUMERS

Most Indians have limited-meat diets
Chart 9 Limited-meat Diets by Level of Restrictiveness in India

METHODOLOGY

Focus and design
Fielding and data cleaning

APPENDIX