Why Some People Stick With Meat-Free Monday And Others Don’t

Interest in plant-based eating is steadily growing in high-income countries, with around 10% of people now identifying as vegetarian or vegan and many more trying to reduce their meat consumption. Campaigns like Meat Free Monday aim to support this shift by encouraging people to avoid meat one day each week. But while many people sign up with good intentions, less is known about what actually helps participants follow through.

To better understand this, researchers tracked Meat Free Monday email subscribers over a one-month period from March to April 2025 using two online surveys. The study began with 881 participants aged 16 to 88, though about one-third (33%) were already meat-free. The main analysis, therefore, focused on 594 participants who still ate some meat at the time of the first survey, with 334 completing the follow-up survey one month later.

The baseline survey collected information about people’s dietary identity, animal product consumption, motivations for meat reduction, and perceived benefits and barriers to meat-free eating. Questions also gauged their level of social support and food neophobia (reluctance to eat unfamiliar foods), and how difficult they expected Meat Free Monday to be.

The follow-up survey asked how many meat-free Mondays and total meat-free days participants had in the preceding month, repeated the food frequency items, and added questions about engagement with the Meat Free Monday website and perceptions of the support the campaign provided.

Identity Matters More Than Intention

One of the study’s most interesting findings was that dietary identity and actual eating habits weren’t always aligned. Around 10% of participants described themselves in ways that didn’t fully match their reported behavior:

• 15% of self-described vegetarians reported eating red meat, poultry, or fish.
• 4% of self-described vegans reported eating meat.
• Less than 1% of self-described flexitarians and meat-reducers reported eating no meat at all.

Rather than simply reflecting inconsistency, these findings suggest that dietary change may often be gradual and aspirational. Some people appear to adopt a new identity before their eating habits catch up.

Importantly, identity was also one of the strongest predictors of success. Participants who already saw themselves as people who avoid meat, such as vegetarians, pescatarians, or vegans, completed more meat-free Mondays and more meat-free days overall. By contrast, simply wanting to become vegetarian or vegan was less predictive of behavior change.

What Helped Participants Eat Less Meat?

On average, participants completed 3.8 meat-free Mondays out of five, and reported around 16 meat-free days over the month.

Several factors predicted stronger follow-through:

• Having a non-meat-eating identity
• Perceiving fewer barriers to plant-based eating
• Expecting dietary change to be less difficult
• Having long-term engagement with the campaign

Social context also played a major role. Taking part in Meat Free Monday with others was associated with more meat-free Mondays, and participants were more successful when they lived in households with fewer meat-eaters. In fact, not living with meat-eaters independently predicted a higher number of meat-free days overall.

Other factors linked with success included being younger, employed, and having a higher income. Participants also tended to report more meat-free days when they felt supported by Meat Free Monday resources or were motivated by animal welfare, health, or environmental concerns.

Recipes Were A Standout

Participants who spent more time browsing the Meat Free Monday website tended to report more meat-free days, particularly when they explored multiple sections of the site. Recipes stood out as the most widely used resource, with around half (51%) of all respondents visiting this section.

However, omnivores and newer subscribers tended to engage less with the website and viewed it less favorably. This suggests that campaigns may need stronger onboarding and support for people at the earliest stages of dietary change.

The findings reinforce a simple but important point: many people may already agree with the ethical, environmental, or health reasons for reducing meat, but still need practical support around what to cook, how to replace familiar meals, and how to navigate shared eating environments.

Interestingly, food neophobia didn’t reduce the number of meat-free days participants completed. However, participants who were more open to trying new foods were more likely to experiment with meat alternatives.

Study Limitations

The study only followed participants for one month, so it’s unclear whether these changes were maintained long term. The sample was also small and disproportionately older, white, female, and highly educated. In addition, all dietary behaviors were self-reported, which can introduce bias and inaccuracies.

Takeaways For Animal Advocates

This study suggests that reducing meat consumption isn’t simply a matter of willpower or information. Success is strongly shaped by identity, social environment, confidence, and access to practical support.

For advocates, several strategies may help improve follow-through:

• Prioritizing recipes and easy meal solutions
• Normalizing gradual change rather than treating dietary labels as all-or-nothing
• Helping people navigate mixed households and social eating situations
• Encouraging people to reduce meat together for greater social support
• Focusing on long-term habit-building rather than short-term perfection

Overall, campaigns like Meat Free Monday may work best when they make dietary change feel practical, socially supported, and achievable over time.