Meat-Free Days Leading An Alternative Protein Shift In The U.S.

Meatless Mondays can be a controversial subject among animal advocates. While some recognize that any meatless meals that people consume likely mean that fewer animals overall are being consumed, others eschew suggestions of an incremental approach. The lack of commitment to going veg means people can pick and choose whether they consume animals at any given time, for for those who value ethics, this can be hard to swallow. However, a new study from Mintel shows that the main reason U.S. consumers are using meat alternatives is because they “occasionally like to have meat-free days,” with 31% citing that as the reason.

Health is a key component in this process: the study found that 66% of consumers of alternative proteins agree they are healthier than real meat, although a high percentage (46%) say they are too high in sodium. Of these alternative protein consumers, 30% note that they are watching their cholesterol, and 29% say they are worried about consuming too much saturated fats. 28% of them are trying to lose weight. It’s a human-focused motivation, but it’s undeniable: health is playing a major role in U.S. adults consumption of alternative proteins.

“Meatless Mondays” and other such incremental veg*n days are a big player in the process of these protein alternative consumers, and Mintel notes that “there is an opportunity for marketers to reach a sizable group with concerns related to health, particularly cholesterol and fat content.” The study notes that, of those who consume meat alternatives, 80% rely on package instructions to inform their cooking methods, which means that companies have a chance to play a strong part in how people consume their products.

The numbers clearly show that “meatless days” are a big factor in alternative protein consumption. How advocates react to this information is up to them.