Pandemic Put the Brakes on Meat Reduction Movement

by Susan Kelly, Meatingplace.com

The COVID-19 pandemic has caused a temporary setback in the flexitarian movement, with the number of adults limiting or not eating meat falling significantly in 2020, according to new research in the U.K. from Mintel.

However, the firm expects the trend toward meat reduction to rebound after the pandemic is over.

The number of Brits actively limiting or not eating meat declined from 51 percent of all consumers in 2019 to 41 percent during 2020, according to Mintel. At the same time, sales of processed meat products, including processed poultry and red meat main meal components, soared by 18 percent during 2020, the company found. Burgers saw the biggest gain, up 26 percent.

Bacon sales climbed 18 percent, sausages rose 20 percent, and cooked sliced meat/poultry rose 9 percent in 2020. Sales of canned meat, which have been in decline for several years, surged 22 percent in 2020 amid stockpiling, Mintel said.

In all, 58 percent of meat and poultry eaters said meals that contain processed meat products are comforting.

Still, a large number of Brits are considering the impact that eating meat has on the environment, Mintel found. In 2018, just 25 percent said eating less meat is better for the environment, but the number rose to 42 percent in 2020.

“Prior to the coronavirus outbreak the meat reduction trend was gaining considerable momentum. The huge disruption, uncertainty and stress caused by COVID-19 have caused a relaxation around some health and ethics-driven habits among many people. It is not surprising that meat reduction has taken a temporary back seat,” Mintel analyst Edward Bergen said in a press release.

Mintel predicted the pause in the flexitarian movement is likely to be short-lived once the pandemic is over, as consumers focus again on perceived sustainability, health and financial benefits of eating less meat. ▫