Meat Down, Veggies Up, Says New Research

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1 in 4 U.S. adults is eating less meat compared to a year ago, and 1

in 8 is a semi-vegetarian, according to a recent study conducted by

the Humane Research Council (HRC).

 

Contact: Che Green, Executive Director, (206) 852-4848,

cgreen@humaneresear ch.org

 

SEATTLE: The HRC report covers two phases of research that focused

on active meat reducers and so-called semi-vegetarians, providing an

in-depth analysis of the behavior, motivations, and barriers for

these consumer segments. Phase one of the research included a survey

of more than 3,000 adults; phase two involved nine focus groups held

in various locations throughout the U.S.

 

Among the findings:

 

a.. 1 in 4 U.S. adults reduced their meat consumption in the past

year, three times the number that increased their meat consumption

b.. 1 in 8 adults is a " semi-vegetarian " who eats meat with less

than half of their meals

c.. About 1% of adults (2.2 million) are current vegetarians and

vegans

d.. 70% of meat reducers cite health as the #1 reason for reducing

meat consumption; among vegetarians, health reasons are equally

important to animal suffering

e.. Taste is the #1 reason adults say they will not reduce or

eliminate meat from their diet

 

Gene Baur, president of Farm Sanctuary, a leading U.S.-based

vegetarian advocacy group, said, " HRC's latest study is an

unprecedented and long overdue examination of a critical issue for

vegetarian advocates: semi-vegetarianism. It helps us understand the

roots of dietary choices and how eating habits can be modified. " The

HRC report introduces " incrementalism, " an approach to help

vegetarian and health advocates respond to the fact that most adults

resist big or abrupt changes.

 

Che Green, HRC's executive director and one of the report's authors,

said, " HRC's analysis should change the way vegetarian advocates

think about their efforts, including a paradigm shift away from

approaches based on purity and toward more incremental and pragmatic

tactics. "

 

The 52-page report can be purchased for $500, or a shorter version

is available for $250. More details are available at

http://www.humanere search.org/ 2007vegreport. shtml.