In 2024, ‘meat reducer’ has become the most popular dietary choice among Australians, with 21 per cent of the population adopting it. This choice is driven by increasing awareness of the health and environmental benefits associated with eating less meat.
The findings are from a Food Frontier consumer survey by research company Toluna which undertook a nationally representative survey of 2,000 people across Australia to explore their dietary preferences, including meat intake, dietary changes for themselves and their pets, and the reasons behind these changes.
Respondents could choose from a list of 13 dietary choices, including macrobiotic, vegetarian, and intermittent fasting. Intermittent fasting and organic diets are the second and third most popular diets in 2024.
Australians rely on various sources for diet information, with friends and family being the most common for those interested in the top three most popular diets: meat reducer, intermittent fasting, and organic. Vegans and vegetarians also primarily hear about these diets from friends and family.
Food Frontier CEO Dr Simon Eassom said the survey uncovered useful information about attitudes towards diets and climate change. ‘With the growing awareness of the impact our diets have on climate change, we wanted to know what resonates with Australians and what is driving their choices,’ he said.
‘The top three reasons respondents gave for reducing their meat consumption, in order of priority, were health benefits (61 per cent), budget constraints (54 per cent) and environmental concerns (37 per cent).
Seventy-nine per cent of Australians go meat-free at least one day a week, which is a similar finding to research undertaken in 2021.
Cost of living
Mr Eassom says the cost-of-living crisis may be affecting meat consumption. ‘Over the past four years, the importance of budget as a motivator for reduced meat consumption has increased significantly, rising from 40 per cent in 2021 to 54 per cent in 2024,’ he said.
‘The survey also sheds light on the consumption of alternative and free-from food and drinks, discovering that plant-based milks are the most tried and regularly consumed products amongst a list of alternative and free-from food and drinks, with 41 per cent of respondents having tried them. Thirty-four per cent of Australians consume plant-based milks at least once a week.’
Close behind, 40 per cent have tried lactose-free milk, and 37 per cent have sampled dairy-free ice cream. Thirty-five per cent have tried plant-based meats, 25 per cent have tried dairy-free confectionery, 25 per cent have tried dairy-free cheese, and 22 per cent have sampled dairy-free dips.
Food Frontier’s 2023 State of the Industry report shows plant-based meat sales in Australia have increased by a total of 47 per cent between 2020 and 2023 and per-capita consumption has increased by 28 per cent.
The survey discovered that of those who would repurchase plant-based meats just over half do so for health benefits, followed by wanting to reduce their consumption of animal meat, while 45 per cent who buy again do so for the flavour of plant-based meats.
Taste and price are the two most significant barriers to repeat purchasing of plant-based meats. According to the survey, 46 per cent find the poor taste of these products to be a barrier, while 37 per cent cite high prices and 31 per cent consider plant-based meats to be too processed.
Despite these barriers for some consumers, there are specific reasons why some Australians choose plant-based meats over other types of plant-based proteins like tofu and lentils.
Many respondents said they choose both types depending on the meal, with the convenience of plant-based meats and a lack of knowledge in how to prepare other plant proteins also significant factors for consumers.
Dr Eassom says the study also aimed to understand Australians’ perceptions of climate change contributors and how these considerations are influencing their dietary choices.
‘We know that current global food systems—encompassing the production, processing, packaging, distribution, consumption and disposal of food and beverages—contribute between one-quarter and one-third of all global greenhouse gas emissions and trillions of dollars annually in hidden health, social and environmental costs,’ he said.
‘Research from climate scientists has calculated that methane emissions from livestock contributed 13 per cent of Australia’s greenhouse gas emissions in 2023.
‘It appears that some Australians are making a connection between animal agriculture and climate change; however, from a list of perceived key contributors to climate change, animal agriculture was selected by the least number of study participants.
‘Food waste and deforestation were considered more relevant factors, according to the responses, which does not correspond to climate change data. This would indicate that, despite growing awareness amongst some consumers, more than half of Australians are either unaware or not concerned about the relationship between food production and climate change.’
Knowledge and behaviour
Even though animal agriculture is seen as a contributor to climate change by 44 per cent of participants, a much smaller percentage of Australians are acting on this knowledge by reducing their intake of animal products such as meat and dairy.
Twenty-two per cent and 16 per cent are reducing their intake of meat and dairy respectively, compared with 76 per cent who are recycling, and 36 per cent who are using vehicles less and 35 per cent who are buying less consumables to reduce their environmental impact.
The pet food market is adapting to consumer interest in diverse options with more R&D being invested in foods less reliant on animal proteins. This survey indicates that many pet owners are willing to change their cat or dog’s diet to address health, ethical or environmental issues.
When asked about wet pet food options, 49 per cent prefer ethically raised/slaughtered animal meat, 44 per cent are interested in minimal animal meat or ingredients, and 38 per cent would consider nutritionally adequate, animal-free options.
Dr Eassom said, ‘This is very telling information. Our pet dogs and cats unwittingly contribute significantly to climate change due to their diets. A UCLA study found that pet food releases 64 million tonnes of CO₂-equivalent greenhouse gases in the US and this issue is likely to worsen as the raw, fresh, and gourmet pet food market is expected to grow substantially.
‘That pet owners are interested in switching to other foods as long as they are nutritionally sufficient demonstrates a market for sustainable and innovative pet food options, mirroring the growing interest in diverse protein sources in human diets. In response to this we are seeing a number of companies exploring alternative proteins, including cultivated meat, in pet food production.’
