Meat free Veganuary momentum fades

Meat free Veganuary momentum fades as participants struggle to maintain meat-free options beyond January: ‘Veganuary’ has raised awareness of the impact of the food system on climate change but those who take part question their ability to continue a meat-free dietary pattern throughout the rest of the year, new research has found.

Academics at the University of Aberdeen have compared attitudes and knowledge around sustainable eating – and willingness to reduce the amount of meat consumed – over a 10-year period.

They found that although initiatives like ‘Veganuary’ were helpful in introducing people to alternative diets, this was not sustained in most of those questioned.

Overall awareness about the need for sustainable diets has improved since ‘Veganuary’ was introduced in 2013, but the same barriers to sticking to them persist, the researchers at the Rowett Institute found.

And now they are stepping up efforts to understand why by recruiting volunteers willing to go meat-free a few days a week to take part in a detailed study.

The report – titled Still Eating Like There’s No Tomorrow – is based on analysis of similar populations to those the team spoke to in 2013 to establish what, if anything, has changed in the last decade.

They reported in 2023/14 that resistance to the idea of reducing personal meat consumption was common across all sociodemographic groups, with meat being seen as pleasurable, social, and traditional.

The results from the current study suggest participants had a greater willingness to reduce meat consumption a decade on but that there is disparity in attitudes between socioeconomic groups, with those in areas of high deprivation less willing to reduce meat consumption.

Emily Cleland, the lead author of the study undertaken by a team from the Rowett Institute, University of Aberdeen said: “Many of the barriers described towards reducing meat consumption have not changed over the decade between studies.

“This is important because of the urgent need to change diets to meet the targets set by the Climate Change Committee, which advises the UK and devolved governments.

“With just over five years to go until the Climate Change Committee’s interim targets for a 20% reduction in meat consumption, it is vital to take stock of progress and identify barriers and enablers, which is the aim of this study.”

Participants reported that campaigns such as ‘Veganuary’ were successful in reducing their meat consumption for a time-limited period but the ability to continue a meat-free dietary pattern throughout the rest of the year was questioned. Other initiatives such as ‘Meat free Mondays’ were deemed more attainable in terms of enjoyment and health, and having environmental benefit.

“Our study shows that resistance to dietary change persists due to scepticism about how this would benefit the climate, cost concerns and the sensory appeal of meat,” she added.

“The greater availability of plant-based alternatives to meat and campaigns such as ‘Meat-free Mondays’ show promising opportunities for change, but we require tailored interventions to overcome entrenched cultural and economic barriers.

“It is therefore necessary to acknowledge the differing experiences and perceived barriers and facilitators from different groups to create interventions that address specific obstacles, making it easier for individuals to adopt more sustainable dietary practices and ultimately contribute to achieving environmental and public health goals.”

The new study – led by report co-authors Dr David McBey and Dr Ben McCormick – is looking for anyone willing to reduce their meat consumption for three months.

They will be asked to keep food diaries, fill in questionnaires and be interviewed about their eating habits during the trial period.

Dr McBey says: “Eating less meat is important to help the planet and save resources, but it can be hard because of habits, traditions, or not having other options. Our study wants to find out what makes it tricky for people, so we can help them make changes more easily.”

To sign up go to: Screening Questionnaire or contact lessmeat@abdn.ac.uk for more details.