April 10, 2007
FOR IMMEDIATE RELEASE
Meat Down, Veggies Up, Says New Research
1 in 4 U.S. adults is eating less meat compared to a year ago, and 1
in 8 is a semi-vegetarian, according to a recent study conducted by
the Humane Research Council (HRC).
Contact: Che Green, Executive Director, (206) 852-4848,
cgreen@humaneresearch.org
SEATTLE: The HRC report covers two phases of research that focused on
active meat reducers and so-called semi-vegetarians, providing an in-
depth analysis of the behavior, motivations, and barriers for these
consumer segments. Phase one of the research included a survey of
more than 3,000 adults; phase two involved nine focus groups held in
various locations throughout the U.S.
Among the findings:
* 1 in 4 U.S. adults reduced their meat consumption in the past
year, three times the number that increased their meat consumption
* 1 in 8 adults is a "semi-vegetarian" who eats meat with less
than half of their meals
* About 1% of adults (2.2 million) are current vegetarians and
vegans
* 70% of meat reducers cite health as the #1 reason for reducing
meat consumption; among vegetarians, health reasons are equally
important to animal suffering
* Taste is the #1 reason adults say they will not reduce or
eliminate meat from their diet
Gene Baur, president of Farm Sanctuary, a leading U.S.-based
vegetarian advocacy group, said, "HRC's latest study is an
unprecedented and long overdue examination of a critical issue for
vegetarian advocates: semi-vegetarianism. It helps us understand the
roots of dietary choices and how eating habits can be modified." The
HRC report introduces "incrementalism," an approach to help vegetarian
and health advocates respond to the fact that most adults resist big
or abrupt changes.
Che Green, HRC's executive director and one of the report's authors,
said, "HRC's analysis should change the way vegetarian advocates think
about their efforts, including a paradigm shift away from approaches
based on purity and toward more incremental and pragmatic tactics."
The 52-page report can be purchased for $500, or a shorter version is
available for $250. More details are available at
http://www.humaneresearch.org/2007vegreport.shtml. HRC is also
collecting a list of names for groups and individual advocates who
would like to be considered for copies of the report donated by a
foundation. Please contact us for details or to add your name to the
list.
The Humane Research Council is a nonprofit, nonpartisan organization
with the mission of empowering animal protection advocates with access
to the information they need to maximize their effectiveness. For
more about HRC, including research reports, services, and other
activities, please contact directly or visit
http://www.humaneresearch.org/.
If you would like more information about HRC or the new report, please
contact Che Green at (206) 852-4848,
cgreen@humaneresearch.org.
