The Dietary Behaviors of Participants in UK-Based meat reduction and vegan campaigns – Planned abstainers (i.e. vegans and vegetarians) were more likely to meet dietary goals than were meat reducers

The Dietary Behaviors of Participants in UK-Based meat reduction and vegan campaigns – A longitudinal, mixed-methods study. Trent Grassian. Appetite, June 26 2020, 104788. https://doi.org/10.1016/j.appet.2020.104788

Highlights
• Examination of dietary changes revealed reduction and abstention hierarchies that prioritize reducing/eliminating red meat consumption.
• Findings supports tendency toward gradual dietary changes.
• Planned abstainers (i.e. vegans and vegetarians) were more likely to meet dietary goals than were meat reducers.
• Increased consumption most commonly reported for seafood or eggs, least commonly for red meat.

Abstract: Meat reduction, vegetarianism, and veganism have greatly increased in popularity during the 21st century, particularly in the United Kingdom. Yet, little is known about the process of reducing or abstaining. Through the use of focus groups and a longitudinal, web-based survey delivered over a twelve-month period, this project provides insights into the reported dietary habits and trends of participants in UK-based meat reduction and vegan campaigns (n = 1539). Drawing on Michie, Atkins, et al. (2014) and Michie, West, et al. (2014)'s Behavior Change Wheel to better understand the process of dietary transition, findings reveal key opportunities for policymakers and non-profit organizations to better understand and support the process of dietary change. Reported planned dietary changes suggest a tendency for gradual transitions, with planned and achieved transitions generally reflecting proposed reduction and abstention hierarchies. Planned reductions were most likely to include red meat and least likely to include seafood or eggs, while seafood abstention was more common than that of dairy or eggs. Those seeking to abstain from the consumption of some or all animal-derived foods were the most likely to report meeting their anticipated dietary changes, while meat reducers were generally unlikely to indicate that they were achieving planned reductions.

Keywords: VeganismVegetarianismMeat reductionMeat eatingFood choice