According to new research conducted by market research firm Dynata, on behalf of The Meatless Farm, nearly 30 percent of American consumers would be willing to consider going without turkey this Thanksgiving. Interestingly, the results oppose another recent survey in which respondents in the Midwest region were most likely to respond positively.
Dynata surveyed 1,050 adult respondents in six age groups from the age of 18, and divided into four major regions of the United States: The Northeast, Midwest, South and West. Respondents answered ten questions related to opinions of meat-free meals, reasons for their decision to incorporate them or the contrary, and on the idea of a plantbased Thanksgiving.
Age group
- Younger Americans are the most likely to consider a meat-free holiday, perhaps unsurprisingly:
- 25 – 34 year olds are the most likely to consider a meat-free Thanksgiving (45 percent)
- 25 – 34 year olds are he least likely to rule it out (39.7 percent)
- 43 percent of 18 – 24 year olds are willing to consider a meat-free Thanksgiving
- 39.9 percent of 18 – 24 year olds ruled out the idea
- Less than 17 percent of Americans ages 55 – 64 would consider going without turkey at Thanksgiving
- 14.4 percent of Americans over the age of 65 would consider a meat-free Thanksgiving
Regional variations
Respondents in the Northeast are most likely to consider a meat free thanksgiving, whereas in another recent survey by Horizon published last week, participants were more likely to opt for meatless meals in the Midwest region.
- More than 54 percent (54.3 percent) are not willing to give up meat, and 14.5 percent are unsure
- Respondents in the Midwest are the least likely region to consider a meat-free Thanksgiving
- 25.8 percent of Midwest respondents would consider a turkey-free Turkey Day, but in the Midwest 62 percent of respondents saying they would not consider it.
- Only 12.2 percent of Midwest respondents were unsure
- Respondents in the South are slightly more likely than those in the West to consider a meat-free Thanksgiving
- More than 29 percent (29.2 percent) of respondents in the South would consider going meat-free
Influences
Personal health is the most influential factor in Americans’ decision to consider eating more meat-free meals – Nearly 60 percent of Americans claimed that personal health was most likely influence their decision, with animal welfare (13.7 percent), weight loss (13.7 percent), the environment (12.2 percent) and “other” (3.5 percent).
According to the data, Americans associate eating less meat with personal health but not with weight loss.
Weight loss is not a primary influence behind the decision to eat more meat-free meals. Only 13.7 percent of respondents claimed weight loss would encourage them to eat more meat-free meals. Concerns about meat’s impact on the environment have a low influence on Americans’ decision to eat meat-free, with only 12.2 percent of respondents saying concerns over meat’s impact on the environment would be a reason for them to eat more meat-free meals.
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