We also asked consumers about their behaviour before lockdown. We saw that while only 6% chose a fully plant-based vegetarian or vegan diet, a further 11% were flexitarian. Among the 18-24 age- group, 11% claimed to be vegetarian or vegan; we can assume this is driven by both health andethical/environmental reasons. Interestingly, flexitarianism is almost as high amongst 55-64 year olds as it is amongst younger consumers – among this older age-group, this is more likely to be for health reasons.
So while a ‘full-on’ plant – based diet is still only pursued by a small minority, there are indicators that lockdown has nudged people towards eating less meat, especially the younger group. Time will tell if this shift is here to stay but it seems highly likely.