A report commissioned by No Meat May has found that by 2040, 50% of UK consumers will avoid meat and 15% of will be fully vegan. The research was conducted by food futurologist Dr. Morgaine Gaye, who previously predicted the pandemic.
Dr. Gaye’s research also found that within two decades, Generation Z will no longer see meat as masculine and will be ashamed to buy it in public. Reportedly, almost half of this generation already feel embarrassed when buying products containing dairy.
“Dr. Gaye’s report highlights the urgency in switching to a plant-rich food system as quickly as possible.”
The report also issues stark warnings about the environmental impact of animal agriculture, predicting that the planet could be uninhabitable within three decades if meat consumption is not reduced. With the growing drive towards more sustainable options, air protein could be a key method of food production within a decade.
“With much more social acceptance normalising meals without meat, plus the extensive availability for alternatives, it follows that we can expect to see continued changes in the way consumers shop and eat,” said Dr. Gaye.
Veganism in the UK
Recent research by Quorn supports Dr. Gaye’s findings, suggesting that 49% of 18 to 24-year-olds are already limiting their meat consumption. Another survey found that 69% of UK parents support the introduction of more plant-based meals in schools.
However, there is still progress to be made, with other research finding that many UK consumers don’t even understand the meaning of the word “vegan”.
“Dr. Gaye’s report highlights the urgency in switching to a plant-rich food system as quickly as possible for the environment, health, and global food security,” said No Meat May co-founder Ryan Alexander. “Key innovations like cellular agriculture and air protein will assist the global population to reduce their meat consumption, but in the meantime, the No Meat May challenge makes it simple to try 31-days of delicious and affordable plant-based food.”