23% of the world is trying to reduce meat consumption
A new survey from Euromonitor International reveals that 23% of the global consumers are trying to limit their meat intake, and having a healthier lifestyle is the main reason for consumers following vegan, vegetarian and flexitarian diets. "The COVID-19 pandemic made consumers more aware of the impact their individual actions have on society. An example of this are flexitarians, who reduce their consumption of animal products, and driving growth of plant-based alternatives," says Nozomi Hariya, senior analyst at Euromonitor International.
The plant-based food market grew by 9% in 2019-2020, surpassing $40 billion globally, according to the study. However, reactions are different in each region. As an example, 57% of global consumers believe their choices and actions could make a difference in the world, while only 25% of respondents in Japan believe in this statement, ranking the lowest among the 40 surveyed countries globally, according to Euromonitor’s Voice of the Consumer: Lifestyles Survey 2021. Sustainable sourcing, de-plasticization and food waste are three trends shaping sustainability in current times, reveals the study. "Added-value benefits beyond sustainability, such as health benefits or affordability, is critical to attract consumers. The use of technology and work in partnership across industries and countries will also be key to promote sustainability," added Nozomi Hariya.
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