According to new research conducted by market research firm Dynata, on behalf of The Meatless Farm, nearly 30% of American consumers would be willing to consider going without turkey this Thanksgiving.
Dynata surveyed 1,050 adult respondents in six age groups from the age of 18, and divided into four major regions of the United States: the Northeast, Midwest, South and West. Respondents answered ten questions related to opinions towards meat-free meals, reasons for their decision to incorporate them or the contrary, and on the idea of a plantbased Thanksgiving.
- Younger Americans are the most likely to consider a meat-free holiday, perhaps unsurprisingly:
- 25 – 34 year olds are the most likely to consider a meat-free Thanksgiving (45%)
- 25 – 34 year olds are the least likely to rule it out (39.7%)
- 43% of 18 – 24 year olds are willing to consider a meat-free Thanksgiving
- 39.9% of 18 – 24 year olds ruled out the idea
- Less than 17% of Americans ages 55 – 64 would consider going without turkey at Thanksgiving
- 14.4% of Americans over the age of 65 would consider a meat-free Thanksgiving
Respondents in the Northeast are most likely to consider a meat free thanksgiving, whereas in another recent survey by Horizon published last week, participants were more likely to opt for meatless meals in the Midwest region.
- More than 54% (54.3%) are not willing to give up meat, and 14.5% are unsure
- Respondents in the Midwest are the least likely region to consider a meat-free Thanksgiving
- 25.8% of Midwest respondents would consider a turkey-free Turkey Day, but in the Midwest 62% of respondents saying they would not consider it.
- Only 12.2% of Midwest respondents were unsure
- Respondents in the South are slightly more likely than those in the West to consider a meat-free Thanksgiving
- More than 29% (29.2%) of respondents in the South would consider going meat-free
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, with animal welfare (13.7%), weight loss (13.7%), the environment (12.2%) and “other” (3.5%).
According to the data, Americans associate eating less meat with personal health but not with weight loss. Weight loss is not a primary influence behind the decision to eat more meat-free meals. Only 13.7% of respondents claimed weight loss would encourage them to eat more meat-free meals.
Concerns about meat’s impact on the environment have a low influence on Americans’ decision to eat meat-free, with only 12.2% of respondents saying concerns over meat’s impact on the environment would be a reason for them to eat more meat-free meals.
Please note that both images used here are of meatless turkey products, with the brands named in the captions.