A survey by GlobalData has found that 25%* of global consumers would consider eating ‘vegan meat’ for environmental reasons.

GlobalData says whilst this may indicate that a growing number of people believe plant-based lifestyles to be better for the planet, it sets a misleading implication that meat consumption is harmful to our health and the environment. The data analyst went on to highlight that the ‘Organuary’ campaign, running parallel to Veganuary, directly challenges this perception, raising awareness of the health and ecological benefits of offal cuts of meat.

Hannah Pervez, consumer analyst at GlobalData, said: “Since the release of Veganuary in 2014, and through active campaigning, consumers have been led into believing that plant-based lifestyles are more sustainable. However, evidence shows that it takes a vast amount of land and water to facilitate the now high demand for such products, especially soy and almond crops.”

Perez continued: “Meat consumption has also changed, with convenience and easy preparation being two of the main selling points. Offal cuts are a largely unpopular choice for dinner in most western households – who wants to deal with a whole chicken, bones and all, when a clean-cut chicken breast is readily available? However, this is a problem, as it leads to high inefficiency and waste in the meat industry.

“Organuary could provide manufacturers with an opportunity to create recipes that promote nose-to-tail eating, therefore reducing wastage and potentially creating a shift in consumer preferences.”

Perez also commented on the health implications of a plant based diet: “In order to live a healthier life, consumers should experiment with trying different cuts of meat and incorporating offal into their everyday diet in order to benefit from the range of nutrients these cuts have to offer. By eating meat that is locally produced, this is better for the environment than diets which are reliant on imported crops.”

*GlobalData’s 2017 survey (Q4 Hot Topics in FMCG)