Sydney — In 2024, the “meat reducer” diet has emerged as the most popular dietary choice in Australia, with 21% of the population adopting this approach. This trend reflects a growing awareness of the health and environmental benefits associated with reducing meat consumption.
The insights come from a Food Frontier consumer survey conducted by the research firm Toluna. The nationally representative survey, which included 2,000 participants across Australia, explored various dietary preferences, including meat intake, dietary changes for pets, and the motivations behind these changes.
Among the 13 dietary options surveyed, including macrobiotic, vegetarian, and intermittent fasting, intermittent fasting and organic diets are the second and third most popular choices, respectively.
The survey reveals that Australians often rely on friends and family for dietary information. This is particularly true for those interested in the top three diets: meat reducer, intermittent fasting, and organic. Vegans and vegetarians also primarily receive information from these personal networks.
Dr. Simon Eassom, CEO of Food Frontier, highlighted the survey’s findings on attitudes towards diets and climate change. “With increasing awareness of how diets impact climate change, we aimed to understand what drives Australians’ dietary choices. Respondents cited health benefits (61%), budget constraints (54%), and environmental concerns (37%) as the primary reasons for reducing meat consumption. Notably, 79% of Australians go meat-free at least one day a week, consistent with similar findings from 2021.”
Dr. Eassom noted a rise in budget concerns as a motivator for reduced meat consumption, increasing from 40% in 2021 to 54% in 2024.
The survey also explored alternative and free-from food and drink consumption. Plant-based milks emerged as the most tried and regularly consumed products, with 41% of respondents having tried them and 34% consuming them at least weekly. Lactose-free milk was tried by 40% of respondents, and 37% sampled dairy-free ice cream. Other notable alternatives included plant-based meats (35%), dairy-free confectionery (25%), dairy-free cheese (25%), and dairy-free dips (22%).
According to Food Frontier’s 2023 State of the Industry report, plant-based meat sales in Australia increased by 47% between 2020 and 2023, with per-capita consumption rising by 28%. Among those who repurchase plant-based meats, over half do so for health benefits, while 45% appreciate the taste.
However, barriers to repeat purchasing include taste and price, with 46% of respondents citing poor taste, 37% noting high prices, and 31% finding the products too processed.
Dr. Eassom also discussed perceptions of climate change and its influence on dietary choices. “The study aimed to gauge Australians’ understanding of climate change contributors and their dietary decisions. While 44% recognize animal agriculture as a climate change factor, fewer are reducing their intake of animal products compared to other actions like recycling (76%), reducing vehicle use (36%), and cutting back on consumables (35%).”
In the pet food sector, there is a growing interest in alternatives that reduce reliance on animal proteins. The survey found that 49% of respondents prefer ethically raised or slaughtered animal meat for pets, 44% are interested in minimal animal ingredients, and 38% would consider nutritionally adequate, animal-free options.
Dr. Eassom emphasized the significance of this trend. “Pet diets contribute notably to climate change. For example, a UCLA study reported that pet food generates 64 million tonnes of CO₂-equivalent greenhouse gases annually in the US. The growing interest in sustainable pet food reflects a broader shift towards diverse protein sources in human diets. This has spurred companies to explore alternative proteins, including cultivated meat, for pet food production.”