According to the 2019 Power of Meat Report, eating meat is still the norm with 86% of shoppers classifying themselves as meat eaters, 5% following a vegetarian or vegan diet and 10% describing their eating style as flexitarian (mostly vegetarian with some animal protein). However, the report finds consumers are becoming conscious of the effects their diet has on the environment. While some shoppers choose to abstain from eating meat, most consumers are finding ways to keep meat in their diets in a more sustainable manner.
Shopping for Sustainable Meats
In the minds of shoppers, choosing to eat meat in a more sustainable way allows them to do their part for the planet. According to the 2019 Power of Meat Report, shoppers’ desire to know more about meat and poultry raising/production practices and product ingredients is driving growth for meat. As more consumers learn the facts about how meat affects their health and the environment, more want to know where their meat is coming from. Currently, the highest growth in dollar size is seen for meat with organic and grass-fed claims.
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