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30% of Americans Are Willing to Consider a Meat-Free Thanksgiving, According to New Research From Meatless Farm

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The Plant-Based Meat Company Reports That 60% of Americans Cite Personal Health As The Most Influential Factor For Considering More Meat-Free Meals, Among Other Findings

Nearly 30% of Americans are willing to consider celebrating Thanksgiving without the turkey, or any other meat, according to new research from The Meatless Farm Co, the plant-based food company known for its meat-free burgers, ground and sausage products. The most influential factor for Americans to consider eating more meat-free meals is personal health, with almost 60% of respondents stating that health concerns over meat – or the positive health benefits of a plant-based diet – is top of mind for them. Others cited weight loss (14%), animal welfare (14%) and the environment (13%) as other key considerations for going meat-free.

The new research, conducted by market research firm Dynata, on behalf of Meatless Farm, offers insight into Americans’ shifting attitudes toward meat, including how likely they are to consider a meat-free Thanksgiving and the factors that would influence their decision to consider adopting more meat-free meals.

America’s youngest adults are driving these shifting attitudes toward meat, with 44% of those aged 18-24 and 45% of those aged 25-34 declaring that they are contemplating a meat-free Thanksgiving. This is in comparison to just 14% of Americans aged 65+ who are sticking with tradition.

Detailed findings from The Meatless Farm Co include:

  • Younger Americans are the most likely to consider a meat-free Thanksgiving and the least likely to rule it out: Americans ages 25 - 34 are the most likely to consider a meat-free Thanksgiving (45%), and least likely to rule it out (39.7%). Directly behind them are Americans ages 18 - 24—43% of which are willing to consider a meat-free Thanksgiving and only 39.9% of which would rule it out.
  • Americans’ willingness to consider a meat-free Thanksgiving declines with age. While 29% of Americans ages 35 - 44 would consider a meat-free Thanksgiving, not even 17% of Americans ages 55 - 64 would consider going without turkey on Turkey Day. These numbers decrease even further among Americans over the age of 65—only 14.4% of whom would consider a meat-free Thanksgiving.
  • Personal health is the most influential factor in Americans’ decision to consider eating more meat-free meals. Nearly 60% of Americans claimed that personal health was most likely influence their decision. Other options included animal welfare (13.7%), weight loss (13.7%), the environment (12.2%) and “other” (3.5%).

“Being mindful of how we live and eat has become a priority in today’s world and the numbers reveal a huge shift towards plant-based eating in the US. Small changes can have a big impact and it’s great to see that so many meat-eating Americans are taking action. If people switched even just one meal a week to meatless, they could make a big difference. But there must be tasty, familiar alternatives,” said Kasper Vesth, General Manager, North America at The Meatless Farm Co. “Plant-based diets are currently very topical, however for many people it isn’t a fad or about giving up meat altogether, it’s about finding a balance that is healthy, tasty and good for the planet.”

This research is based on responses from 1,050 adult respondents across six age groups and across all 50 states.

About The Meatless Farm Co

The Meatless Farm Co is a plant-based protein company known for its meat-free burger patties, meatless ground and sausage products. Almost indistinguishable from meat in terms of taste and texture, Meatless Farm’s products are 100% plant-based, gluten-free and made using the highest-quality, non-GMO ingredients available. The company launched in the UK in 2018 and has since expanded into Europe, Canada and the UAE. In 2019, it entered the U.S. market via a partnership with Whole Foods Market that spans more than 450 locations. The company was founded by Morten Toft Bech after he and his wife discovered the difficulty of preparing quick and easy protein-filled meals for their family, who follow a predominantly plant-based diet.

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