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56% of Americans Are Likely Reducing Meat as a New Year Resolution

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Independent research firm Dynata gauged US consumers’ attitudes toward eating meat-free meals in a study commissioned by The Meatless Farm. The researchers concluded, amongst other things, that there is a direct relationship between self-improvement and eating less meat.

Dynata published an in-depth study in three parts relating to notions around meat reduction, with the second part focusing on New Year’s resolutions. The study found that there’s a noticeable correlation between New Year’s resolutions and a willing to reduce meat intake.

More than half (56 percent) of Americans are very likely (30 percent) or somewhat likely (26 percent) to reduce meat intake by making “eating one meat-free meal a week” a New Year’s resolution, while only 24 percent are not very likely (11 percent) or not likely at all (13 percent) to consider eating one meat-free meal a week.

In terms of the correlation between age groups and attitudes, the age groups most likely to reduce meat consumption were also most likely to make resolutions. The age groups that are least likely to reduce meat intake are also the least likely to make New Year’s resolutions. The researchers state that “this suggests a relationship between self-improvement and eating less meat.”

Other key findings include the following:

  • Interest in reducing meat intake declines with age, as does interest in making New Year’s resolutions.
  • While the number of Americans over age 55 who would consider reducing meat intake by eating one meat-free meal a week is higher (43 percent) than those who would rule it out completely (27 percent) , there’s a noticeable decline in interest in reducing meat intake among Americans ages 55 – 64 and 65+, as compared to younger age groups.
  • Americans’ likelihood to make new year’s resolutions is lowest among ages 55 – 64 and 65+  become less likely Age groups that are less likely to make New Year’s resolutions.
Americans ages 18 – 24 are most receptive to reducing meat intake than any other age group.
  • 70 percent of Americans ages 18 – 24 are either very likely (42 percent) or somewhat likely (28 percent) to reduce meat intake by making “eating one meat-free meal a week” a New Year’s resolution.
  • 69 percent of Americans ages 25 – 34 are very likely (38 percent) or somewhat likely  (31 percent) to reduce meat intake in the new year.
  • 58 percent of Americans ages 35 – 44 are very likely (30 percent) or somewhat likely (27 percent) to reduce meat intake by one meal a week.
  • 56 percent of Americans ages 45 – 54 are very likely (29 percent) or somewhat likely (27 percent) to reduce meat intake by one meal a week.
  • 46 percent of Americans ages 55 – 64 are very likely (23 percent) or somewhat likely (23 percent) to reduce meat intake by one meal a week.
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