Planet, Ethics, Health and the New World Order in Proteins

While meat consumption is increasing in the developing world, it has plateaued in many developed economies. Optimal for health and projected trends suggest global meat consumption is set to rise further into this century, but not everywhere, especially in the Western world. Plant-based dieting appears to be taking a larger place in how consumers view food systems in developed economies. The aim of this exploratory study is to better understand consumer attitudes about meat consumption and assess the intersections between meat avoidance and attachment. It also investigates how prominent plant-based, or self-imposed dietary restrictions related to meat consumption are in the marketplace. Results show that a significant number of Canadians have adopted a diet which either limits or eliminates the consumption of meat. Some generational differences were reported. While many vegans are under the age of 38 (Millennials and Gen Zs), a great number of boomers consider themselves as flexitarians. Health benefits appear to be important for both genders. Women appear to be more concerned about animal welfare and taste preferences. Some limitations are presented, and future research ideas are put forward.