What is a Flexitarian?
The flexitarian diet continues to rank among today’s healthy diet trends. The term “flexitarian” refers to someone whose diet includes a high proportion of plant-based foods while still allowing small amounts of meat and other animal products. While this eating pattern is more flexible than those of vegetarians and vegans, it’s still distinctly plant-focused. According to a Mintel survey, 21% of U.S. adults identify as flexitarians.1
Top Drivers of the Flexitarian Diet
Mintel’s analysis of the flexitarian trend reveals three primary drivers.2 The first is the interest in reducing animal product consumption for health reasons. In fact, 45% of U.S. consumers strongly or somewhat agree that plant protein is healthier than animal protein.3
Another reason consumers might pursue a flexitarian diet is animal welfare or environmental concerns related to the production of animal products. U.S. consumers aged 18 to 44 are more likely than other age groups to cite these reasons, with ethical concerns the most commonly cited (26% for women and 24% for men), followed closely by environmental concerns (25% for women and 19% for men).4