Step aside, vegetarians and flexitarians — a new form of plant-based eating has joined the party.
Reducetarianism was identified as a top trend by Whole Foods Market and is similar yet different from the movements of vegetarianism and flexitarianism.
What distinguishes reducetarianism from other plant-based diets, and how can you appeal to this emerging market? Read on.
First: A Definition of Reducetarianism
Reducetarian means intentionally reducing the consumption of meats, dairy and eggs but not cutting them out completely. However, when reducetarians choose to consume meats or other products, they make them count, for example, by opting for grass-fed meat and pasture-raised eggs.
Reducetarian vs. Flexitarian
According to the Reducetarian Foundation, reducetarians are different from flexitarians because flexitarians primarily consume a plant-based diet with the occasional meat, egg or dairy product, whereas reducetarians mindfully and gradually reduce their consumption of these animal products in the context of their own diet. The reducetarian mindset doesn’t aim for perfection or an all-or-nothing approach, but rather for progress over time, which also makes it different from other diets like veganism and vegetarianism.
The Reducetarian Foundation states that its movement is good for the environment, animal welfare, health and food insecurity, so any one of these can be a reason someone becomes a reducetarian. And, there are a variety of ways to begin, from “Meatless Mondays” to “Vegan Before Six” to “Weekday Vegetarian.” The goal is approachability and inclusivity.
What Does a Typical Reducetarian Look Like?
More Americans in general are joining this movement; according to a Gallup poll, nearly 1 in 4 in the U.S. are cutting back on eating meat.
Younger consumers may be leading the way — according to our Healthy vs. Indulgent Foods Infographic, 46% of 21-40-year-olds (and 57% of 21-30-year-olds) said they planned on purchasing more plant-based products in the next year.
However, according to proprietary market research data from MRI-Simmons, the typical “semi-vegetarian” is a 47-year-old college-educated, white woman with a household income of $100,000 or more.
Gallup also reported that women were more likely to be reducing their meat consumption. However, they found that nonwhites reported having reduced meat in their diets at a higher rate than whites.
All of this to say, the audience for reducetarianism is widespread and not completely clear-cut. What is clear is the two main motivators for reducetarian-minded consumers.
2 Trends Fueling the Growth of Reducetarianism
The rise in health and environmentally conscious consumers is the primary factor for this growth in reducetarianism, according to data from Gallup and MRI-Simmons.
Health
In the Gallup poll, the biggest reason respondents cited for cutting back on or forgoing meat was health concerns. Nine in 10 Americans who were refraining from eating meat said health was a major or minor reason.
In addition, market research from MRI-Simmons found health and well-being was very important to people who identified as “semi-vegetarians,” although their attitudes toward health varied. Here are the top four audience segments:
- 24.7% of the audience identified as “Weight Reformers,” a segment constantly struggling with healthy food choices to improve their diet and their health. They are always quick to try a new diet or weight-loss plan in their struggle to break bad food habits and are often trying to exercise more.
- 24.0% identified as “Healthy Holistics,” a segment committed to exercise, organic foods and healthy choices while shopping and eating, which help them to stay healthy. They are active in their personal health management, trust holistic medicine and like to cook nutritious meals.
- 21.9% identified as “Image Shapers,” a segment in which looking good means being healthy; they embrace convenience in their healthy choices. They are brand loyal, tend to be vegetarians and like healthy precooked and fast-food options
- 19.1% identified as “Trusting Patients,” a segment that relies on doctors and modern medicine as well as practicing a healthy lifestyle. They are older and take an active role in managing their health, seeking out health information as well as purchasing fresh and natural ingredients.
While all of these groups have their nuances, health is clearly a motivating factor for 89.7% of the semi-vegetarian audience.
Environmental
After health reasons, environmental concerns was the second-most prominent factor for reducing animal product consumption according to Gallup, with 7 in 10 Americans stating it was a major or minor reason for avoiding meat.
MRI-Simmons research also found that sustainability was important to this audience, with more than half of all “semi-vegetarians” placing importance on the environment.
- 55.7% identified as “Behavioral Greens,” a segment that both thinks and acts green. They have negative attitudes toward products that pollute, and they incorporate green practices on a regular basis.
Appealing to the Reducetarian Audience
This growing audience of health-conscious and environmentally concerned people provides great opportunities for the food and beverage industry.
The motivations and mindsets of the health-conscious reducetarians vary, so considering how your plant-based product or menu item can appeal to these different targets is essential in how you brand and market your product or menu. For example, meal kit delivery company Sunbasket provides both ready-in-minutes prepared meals and meal kits with pre-proportioned ingredients, appealing to health-minded consumers across segments.
Sustainability and the environment are also important to this audience and can impact how you create and market your menu. In addition to promoting more plant-based menu items, you can incorporate other trends like displaying the carbon footprint of menu items, like Just Salad’s Climatarian Menu. This menu allows consumers to choose from two categories: items with the bare minimum of carbon emissions, or the “Carbon Counter” category, and the “Conscientious Carnivore” category, which is for meat-eater consumers concerned about climate change.
Or, practice a low- or no-waste menu by using vegetable scraps and other often discarded food items, like strawberry leaves, cauliflower stems and carrot tops. These items are never thrown away at Heirloom, a restaurant in Lewes, Delaware, owned by entrepreneur Meghan Lee.
Heirloom executive chef Matt Kern elevates dishes with ingredients people would normally throw away, turning scraps into kimchi or pickles.
Incorporating sustainable packaging into plant-based products can also attract this audience. Sacred Serve, a Chicago-based, women-owned, vegan gelato startup, introduced sustainable packaging in 2021 to “revolutionize” the industry by combining healthy ingredients and sustainable food packaging. There are also a variety of plant-based snacking options that have sustainable packaging, such as the nu+ company. Their 100% vegan, organic, plastic-free chocolate and protein bars are wrapped in home compostable cellulose film and contain natural and ethically sourced ingredients.
The Future of Reducetarianism
As sustainability and health become more top-of-mind for consumers across demographics, reducetarianism will likely continue into the future. While the above were just a few examples of the strategies operators and manufacturers can implement to attract this audience, our strategy experts at The Food Group are ready to be your guide in the twists and turns of consumer trends and how they can impact your business. Get in touch if you’d like deeper category and market insights to develop a data-informed strategy.