Almost a quarter of global consumers are cutting down their meat intake, according to a new report.

And, 67 percent said they believed their choices and actions can make a difference in the world.

Global consumers cut down on meat

The research was provided by global market research company Euromonitor International in its Voice of the Consumer: Health and Nutrition Survey 2021. The company claims to be the ‘world’s leading provider of business intelligence.

In the report, 23 percent of those surveyed reported that the main driver of reducing meat intake is because they wanted to have a healthier lifestyle.

Among the people across the globe who believed their actions can impact the world, Japanese consumers were ranked the lowest – with 25 percent agreeing.

Changing attitudes

But while the company says attitudes on sustainability in Japan are ‘low’, it is confident younger generations will help boost it. This is because they are ‘more aware’ of global and environmental issues.

Senior analyst Nozomi Hariya said: “The COVID-19 pandemic made consumers more aware of the impact their individual actions have on society.

“An example of this are flexitarians, who reduce their consumption of animal products, and driving growth of plant-based alternatives.”

Moreover, affordability is ‘critical’ in drawing more consumers, Hariya added.