the rise of reducetarianism - rspca assured · subconscious reducetarian 22.7% flexitarian 3%...

1 Dedicated to farm animal welfare Keep for your reference

The rise of reducetarianismEat Less. Eat Better.The terms vegetarian and vegan have become familiar to the UK public and to the food and farming industries in recent years.

Celebrities, chefs, bloggers, social media and traditional media have all helped meat-free and dairy-free lifestyles become mainstream trends.1

Health information, recipes and tips are widely available online, increasing awareness and helping make diets that include less meat achievable for the newly converted.2

Food and farming trade publications confirm sales of red meat have fallen in recent years,3 and – further demonstrating the trend – supermarkets continue to add to their dairy and meat-free product ranges.4

Not to be left behind, many restaurant chains are serving a wider range of dishes suitable for vegetarians and vegans.5

It’s clear veggies and vegans are now much more front of mind than they used to be.

But what about people who still eat meat, fish, eggs and dairy but are eating less?

Research referenced by the Agriculture & Horticulture Development Board (AHDB) concludes that as many as 68% of the GB adult population are ‘flexitarian’.

A flexitarian is really someone who primarily eats plants, with the occasional inclusion of meat, eggs and dairy.

A better description of the majority of those being incorrectly labelled flexitarian is ‘reducetarian’ – a term coined by Brian Kateman, co-founder and president of the Reducetarian Foundation in the USA.

Reducetarians are those who are ‘mindfully and gradually [reducing] their consumption of … animal products’.6

New independent research commissioned by RSPCA Assured has revealed that more than a third of people are reducing the amount of meat, fish, eggs or dairy they consume.

In this report we share insights from the research to help the food and farming industries understand reducetarians’ behaviour and motivations and how best to create an opportunity from the ‘eat less’ trend.

2 Dedicated to farm animal welfare

GeneralMore than a third of British consumers are consciously reducing (16%) or subconsciously reducing (23%) the amount of meat, fish, eggs or dairy they eat.

This is significant compared to only one in ten shoppers (9%) who are vegan (<1%), vegetarian (3%), flexitarian (3%) or pescetarian (3%).

Vegans – do not eat any animal products at all

Vegetarians – do not eat meat or fish, but eat eggs and/or dairy

Pescetarians – do not eat meat, but do eat fish, and may eat eggs or dairy

Flexitarians – will only very occasionally eat meat, fish, eggs or dairy products

Reducetarians – are reducing the amount of meat, fish, eggs or dairy products they eat

Reducetarians divide into two groups: conscious reducetarians who tend to be slightly older and are ‘consciously’ reducing; versus subconscious reducetarians who tend to be slightly younger and are ‘subconsciously’ reducing.

Subconscious reducetarians claimed to be only considering reducing, but when we asked further questions we discovered they were actually reducing by as much if not more that conscious reducetarians – they were just doing it subconsciously.

Flexitarian 3% Vegetarian 3%Subconscious reducetarian 22.7%

Pescetarian+ 3% Vegan 0.3%

Conscious reducetarian 15.8%Omnivore 52.3%

Percentage of British population


Reducetarians are mostly reducing the amount of red meat they eat.

86% of conscious reducetarians and 81% of subconscious reducetarians said they were reducing, considering reducing or cutting out red meat entirely.

The second highest category was dairy with more than a quarter of conscious reducetarians (26%) and subconscious reducetarians (28%) saying they were reducing, considering reducing or cutting out dairy products.

“I wasn’t particularly fond of red meat to begin with, so that was relatively easy to cut out…” Eleanor, ABC1, Female, 22

Beef burgers (67%), sausages (60%) and beef steak (55%) were the red meats most reducetarians were reducing or considering reducing.

Subconscious reducetarians are mostly reducing or considering reducing beef burgers (62%), sausages (52%) and bacon (56%).

0%

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Most reducetarians are reducing for health reasons; followed by wanting to lose weight and animal welfare concerns.

62% of conscious reducetarians and 57% of subconscious reducetarians said they were reducing the amount of meat, fish, eggs or dairy products they consume for health reasons.

This compares to 39% of vegetarians, 51% of flexitarians and 55% of pescetarians.

For vegetarians, flexitarians and pescetarians, animal welfare was a greater driver. 68% of vegetarians, 45% of pescetarians and 30% of flexitarians gave animal welfare as a reason for cutting down or cutting out the meat, fish, eggs or dairy they ate, compared to 20% of conscious reducetarians and 24% of subconscious reducetarians.

“Sustainability I suppose is the main thing … increasing world population with same land area, so we need to produce more food off that same land area.” Will, ABC1, Male, 25

“It was initially a health thing and my conscience, but the health thing triggered it.” Janet, ABC1, Female, 54

Why are they reducing?


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Eating habitsAround two-thirds of reducetarians are replacing the meat in their diet with more vegetables.

68% of conscious reducetarians and 62% of subconscious reducetarians are replacing the meat, fish or eggs in their diet with more vegetables.

‘The flexitarian trend is driving growth of meat-free food, with sales up £17.2m over the past year (Kantar Worldpanel 52 w/e 29 January 2017).’8

39% of conscious reducetarians and 37% of subconscious reducetarians claimed to be replacing meat, fish or eggs with mushrooms. And, 33% of conscious reducetarians and 40% of subconscious reducetarians claimed to be replacing these with meat substitutes like Quorn.

What are they replacing with?


Most reducetarians are eating meat between one and four times a week, whereas most omnivores are eating meat between two and six times a week.

22% of conscious reducetarians and 21% of subconscious reducetarians claimed to be eating meat three or four times a week. Another 22% of conscious reducetarians and 16% of subconscious reducetarians claimed to be eating meat twice a week.

Most conscious reducetarians (<29%) and subconscious reducetarians (<27%) claimed to be eating fish and eggs only once or twice a week.

35% of conscious reducetarians and 32% of subconscious reducetarians claimed to be consuming dairy products every day.

“I eat chicken and fish the same amount as I eat Quorn each week ... so balanced I suppose – a few days on, a few days off” Eleanor, ABC1, Female, 22

Reducetarians are reducing the amount of meat they eat by one or two days a week.

25% of conscious reducetarians and 26% of subconscious reducetarians claimed to be reducing the amount of meat, fish, eggs or dairy products they eat by one day a week.

Another 22% of conscious reducetarians and 19% of subconscious reducetarians claimed to be reducing the amount of meat, fish, eggs or dairy products they eat by two days a week.







Omnivore



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How often are they eating meat? How much are they reducing by?


Chicken, cheese and eggs are the most popular choices when reducetarians do eat animal-derived foods.

When asked what meat, fish, eggs or dairy products they eat, 84% of conscious reducetarians and 75% of subconscious reducetarians said they eat chicken.

This was followed by cheese – eaten by 75% of conscious reducetarians and 68% of subconscious reducetarians.

75% of conscious reducetarians and 67% of subconscious reducetarians said they eat eggs.

These results are lower than those for omnivores – 95% of whom say they eat chicken, 89% eat cheese and 91% eat eggs.

“I never really ate lamb ... then I cut (out) red meat altogether … and so I was just on chicken and eventually I cut out all meat for a bit, but became a bit unwell. So, I started to reintroduce just chicken as protein.” Eleanor, ABC1, Female, 22

What do they eat most?







Omnivore



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Chicken, cheese and bacon are the foods reducetarians would miss most if they stopped eating these entirely.

43% of conscious reducetarians and 37% of subconscious reducetarians said they’d miss chicken the most; 41% of conscious reducetarians and 38% of subconscious reducetarians said cheese; and 37% of conscious reducetarians and 38% of subconscious reducetarians said bacon.

Again, these are below the norm for all shoppers. 47% of all shoppers said they’d miss chicken the most, 47% said cheese and 42% said bacon.

“I suppose if I did completely cut things out, I would probably miss dairy more than meat.” Will, ABC1, Male, 25







Omnivore



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What would they miss most?


Future eating habitsMost reducetarians would not consider becoming a vegan or vegetarian, but would consider becoming a pescetarian or flexitarian.

77% of conscious reducetarians and 61% of subconscious reducetarians would not consider becoming vegan.

54% of conscious reducetarians and 50% of subconscious reducetarians would not consider becoming vegetarian.

Of those who are not reducing or considering reducing the amount of meat, fish, eggs or dairy they eat, 93% would not consider becoming vegan and 83% would not consider becoming vegetarian. 80% of all consumers said they would not consider becoming vegan.

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Subconscious reducetarians Meat

Fish

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he same

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Subconscious reducetarian

What diets would they consider?


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In five years most reducetarians think they will start or continue to reduce more of the meat, fish, eggs and dairy they eat; but few will stop eating these entirely.

27% of conscious reducetarians say that in five years they will be continuing to reduce the amount of meat, fish, eggs or dairy they eat; 24% think they will be eating about the same amount; and 17% will be considering reducing further.

Amongst subconscious reducetarians 30% will start or continue reducing the amount of meat, fish eggs and dairy they consume; and 23% think they will eat about the same amount, and 23% will be considering reducing the amount they eat.

‘Kantar Worldpanel defines flexitarians as people who consume meat four or less times in a week and suggests that the number of flexitarians is growing at more than five times the rate of the GB population.’10

What will they do in five years?


Animal welfareAnimal welfare is important to more than three-quarters of reducetarians – more important than it is to those who are not reducing.

86% of conscious reducetarians and 85% of subconscious reducetarians said that animal welfare was important to them versus 78% of those who are not reducing the amount of meat, fish, eggs and dairy they eat.

Animal welfare (54%) was the number one reason why non-meat-eaters said they avoided meat, while for those under 25, environmental benefits was the leading factor.11

Like all shoppers, reducetarians are most concerned about the welfare of laying hens and meat chickens.

Of conscious reducetarians, 48% were concerned about laying hens and 46% meat chickens. Subconscious reducetarians showed slightly higher levels of concern with 53% concerned about these species.

39% of conscious reducetarians were concerned about turkeys and 34% of all reducetarians were worried about the welfare of pigs and veal calves.

However, most reducetarians have a positive view of farm animal welfare in the UK.

61% of conscious reducetarians and 63% of subconscious reducetarians had a positive perception of farm animal welfare in the UK. This increases to 68% of those who aren’t reducing the amount of meat, fish, eggs and dairy they consume.

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Animal welfare British Quality Environment Safe/hygenic Other

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aying h

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s

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tsCag

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ithout o

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How important is animal welfare? Which animals are they concerned about? What is their view of British farming?


Shoppers, including reducetarians, are concerned about some farming practices – especially the use of cages, lack of natural light, and non-stun slaughter.

76% of both conscious reducetarians and subconscious reducetarians were concerned about cages.

73% of both conscious reducetarians and subconscious reducetarians were concerned about animals not having natural light.

77% of conscious reducetarians and 72% of subconscious reducetarians were concerned about slaughter without pre-stunning.

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Chickens

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eepFis

hDuck

s

Rabbits

DeerGoats

Geese

Bare sla

tsCag

es

Beak tr

imming

Castrat

ion

Farrowing c

rates

Fast g

rowing breeds

Fois G

ras

Killing o

f male

chick

s

Live tr

ansp

ort

No natural

light

Ducks w

ithout o

pen wate

r

Removal o

f calv

es from

their m

other

Killing o

f male

calve

s

Shac

kling

Non-stun sla

ughter

Sow st

alls

Tail d

ocking

Teeth

clipping

Electr

ic prods

Veal cra

tes0%

20%

40%

60%

80%

100%

0%

10%

20%

30%

40%

50%




Very bad

Bad

Neither goodnor bad

Good

Very good

What practices are they concerned about?


“I’ve always loved animals …and I started thinking more about it and felt a bit hypocritical.” Janet, ABC1, Female, 54

Most reducetarians correctly associate RSPCA Assured with good animal welfare.

48% of conscious reducetarians and 42% of subconscious reducetarians most associated the RSPCA Assured mark with good animal welfare.

Another 16% of conscious reducetarians and 15% of subconscious reducetarians associated it with quality; and 17% of conscious reducetarians and 14% of subconscious reducetarians with British.

‘Research shows that whilst consumers might be confused about what some labels stand for, they very clearly associate RSPCA Assured with good farm animal welfare.’ Liam Kurzeja, head of marketing, RSPCA Assured

0% 10% 20% 30% 40% 50%



Very concerned

Concerned

Neutral

Not concerned


Unaware

0%

10%

20%

30%

40%

50%



Chickens

Egg l

aying h

ensPigs

Turke

ys

Beef catt

le

Veal ca

lves

Dairy c

attleSh

eepFis

hDuck

s

Rabbits

DeerGoats

Geese

Bare sla

tsCag

es

Beak tr

imming

Castrat

ion

Farrowing c

rates

Fast g

rowing breeds

Fois G

ras

Killing o

f male

chick

s

Live tr

ansp

ort

No natural

light

Ducks w

ithout o

pen wate

r

Removal o

f calv

es from

their m

other

Killing o

f male

calve

s

Shac

kling

Non-stun sla

ughter

Sow st

alls

Tail d

ocking

Teeth

clipping

Electr

ic prods

Veal cra

tes0%

20%

40%

60%

80%

100%

0%

10%

20%

30%

40%

50%




Very bad

Bad

Neither goodnor bad

Good

Very good

What do they associate RSPCA Assured with?


Shopping habitsMore than two-thirds of reducetarians are still shopping in-store or shopping both in-store and online.

66% of conscious reducetarians and 68% of subconscious reducetarians are shopping in-store; and another 19% and 16% respectively are shopping both in-store and online.

Like most shoppers, 41% of conscious reducetarians and 36% of subconscious reducetarians are doing a main weekly shop then topping up throughout the week. Another 34% and 41% respectively are just doing a main weekly shop.

0% 10% 20% 30% 40% 50% 60% 70% 80%





0%

10%

20%

30%

40%

50%

Weekly

shop

Weekly

shop +

top-up

Every

few day

s

Fortn

ightly

+ to

ps-up

Fortn

ightly

Monthly

+ tops-u

pDail

y

In-store

In-store and online

Online (home delivery)

Online (collection)

0% 10% 20% 30% 40% 50% 60% 70% 80%





0%

10%

20%

30%

40%

50%

Weekly

shop

Weekly

shop +

top-up

Every

few day

s

Fortn

ightly

+ to

ps-up

Fortn

ightly

Monthly

+ tops-u

pDail

y

In-store

In-store and online

Online (home delivery)

Online (collection)

Where are they shopping? When are they shopping?


In conclusion...Reducetarianism is a significant and growing trend and it is vital the food and farming industries give consideration to this important group of people and their motivations.

“I think reducing is quite a good thing. I quite like it, it suits me. If it doesn’t suit you then that’s your choice, but personally I am all for it.” Eleanor, ABC1, Female, 22

The trend will, no doubt, be seen as a threat by some – but we encourage the industry to embrace it and treat it as an opportunity. Most reducetarians say they are not interested in becoming vegetarian or vegan and will continue to buy animal products.

Our research has shown reducetarians are mainly cutting down on meat, fish, egg and dairy consumption for health, weight-loss and animal welfare reasons, so there is an opportunity for the industry to help them address these concerns.

For example, they are more likely to be receptive to messages about higher welfare products. While they are eating less, they could be encouraged to eat better quality, higher welfare animal products when they do.

As the UK produces only 61% of its own food (NFU), eating less and eating better makes British self-sufficiency far more realistic and achievable – a particularly important goal post-Brexit.

RSPCA Assured and eat less, eat better

In 2018 we will use the eat less, eat better message to encourage reducetarians and subconscious reducetarians to look for RSPCA Assured labelled products whenever they choose to eat meat, fish, eggs and dairy.

We will also provide them with information and advice to help them eat a healthy and varied diet.

The rise of the reducetarian is an opportunity to focus on farm animal welfare, high quality produce and champion British farming.


RSPCA Assured commissioned England Marketing to conduct a nationally representative online survey of 3,000 UK adults in October 2017

References1. The Guardian, 27 May 20162. Daily Telegraph, 18 May 20163. The Grocer Meat, Fish and Poultry Report 2017, Meat Trades Journal, 2 August 20174. Metro, 22 September, 20175. Independent, 28 November 20176. Reducetarian.org, 20177. 25 September – 20 October 20178. The Grocer, 15 May 20179. BBC, 24 July 201710. AHDB, Consumer Insight, 8 February 201711. Aidan Fortune, Meat Trades Journal, 9 August 2017

https://www.thegrocer.co.uk/reports/digital-features/meat-fish-and-poultry-report-2017/vegetarianism-in-vogue-does-meat-and-fish-need-a-makeover/554453.article#Meet_the_meat_reducers_1https://meatinfo.co.uk/news/fullstory.php/aid/21556/Volume_sales_drop_across_all_meat_categories.htmlhttp://metro.co.uk/2017/09/22/sainsburys-has-launched-brand-new-vegan-cheeses-as-part-of-its-deliciously-freefrom-range-6947503/http://www.telegraph.co.uk/food-and-drink/news/number-of-vegans-in-britain-rises-by-360-in-10-years/http://www.independent.co.uk/life-style/food-and-drink/pizza-hut-vegan-cheese-uk-nationwide-no-dairy-restaurant-chain-a8079951.htmlhttps://www.theguardian.com/lifeandstyle/2016/may/27/the-rise-of-vegan-teenagers-more-people-are-into-it-because-of-instagram

the rise of reducetarianism - rspca assured · subconscious reducetarian 22.7% flexitarian 3%...

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