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  • Written by F. Bailey Norwood, Professor of Agribusiness, Oklahoma State University
1 in 10 Americans say they don't eat meat – a growing share of the population
CC BY-ND[1] About 10% of Americans over the age of 18 consider themselves vegan or vegetarian as of January 2022. That’s the main finding of an online survey we administered[2] to 930 Americans, selected to be representative[3] of the U.S population in terms of gender, education, age and income. The margin of error is plus or minus 2%. Based on our findings, which will be published in a forthcoming academic journal article, we believe that this group of people, numbering some 16.5 million, is evenly split between vegetarians and vegans. Vegans don’t eat anything derived from animals[4], including eggs, milk and honey. Vegetarians avoid eating the flesh of animals[5], including beef, pork, poultry, fish and seafood. Changing rationales Until fairly recently most people who said they avoided eating meat cited religious and cultural beliefs[6], animal welfare concerns[7] and personal health precautions[8]. Newer motives have arisen. Environmental activists[9] urge Americans to shun meat. And adopting a vegan diet is increasingly fashionable because of the growing list of celebrities[10] such as Benedict Cumberbatch, Stevie Wonder and Natalie Portman who say they refrain from eating animal products. The swift growth of plant-based meats[11], now widely sold at grocery stores and served at fast-food restaurants[12], could be making these diets more convenient and easier to maintain. To be sure, the average American still consumes a lot of meat and poultry: more than 250 pounds per person every year[13], plus another 20 pounds of fish and shellfish[14]. But additional evidence does suggest that the share of Americans on plant-based diets is rising. When Purdue University agricultural economist Jayson Lusk[15] led a survey of over 1,000 Americans monthly from 2013 to 2017, he found that only about 5% of Americans considered themselves vegan or vegetarian[16]. That matched the results of a 2018 Gallup poll[17]. A more recent version of this survey using similar methods, now headed by Glynn Tonsor[18], a Kansas State University agricultural economist, has found that this proportion now stands at about 10%[19] in January 2022. That’s the same as our estimate, and it offers further evidence that the share of Americans who are vegans or vegetarians has doubled in recent years. Partial vegetarians However, not everyone who identifies as vegan or vegetarian sticks with their diet all the time. A minor scandal arose when New York City Mayor Eric Adams, a self-proclaimed vegan, confessed that he occasionally eats fish[20]. But Adams is no anomaly. It’s common for people who describe themselves as vegetarian to occasionally eat fish or meat. Food researchers like us call them partial vegetarians[21], but they might refer to themselves as flexitarians[22]. And there are probably more partial than true vegetarians[23] in the U.S. We see two good explanations for that. Some people eat so little meat they truly are more of a vegetarian than a nonvegetarian, so when asked in a survey they select the identity that best describes them. Another explanation could be the common tendency to misrepresent your own behavior[24] in line with what you believe others will find virtuous. Will this trend toward more vegans and vegetarians continue? Only time will tell, but food companies will certainly be watching. References^ CC BY-ND (creativecommons.org)^ administered (scholar.google.com)^ selected to be representative (www.kantar.com)^ Vegans don’t eat anything derived from animals (www.vegansociety.com)^ Vegetarians avoid eating the flesh of animals (www.eatright.org)^ religious and cultural beliefs (www.greenpeace.org.uk)^ animal welfare concerns (navs-online.org)^ personal health precautions (doi.org)^ Environmental activists (theconversation.com)^ growing list of celebrities (www.veganfoodandliving.com)^ plant-based meats (storebrands.com)^ fast-food restaurants (www.thrillist.com)^ more than 250 pounds per person every year (farmdocdaily.illinois.edu)^ 20 pounds of fish and shellfish (www.intrafish.com)^ Jayson Lusk (scholar.google.com)^ 5% of Americans considered themselves vegan or vegetarian (doi.org)^ 2018 Gallup poll (news.gallup.com)^ Glynn Tonsor (scholar.google.com)^ proportion now stands at about 10% (agmanager.info)^ confessed that he occasionally eats fish (ny.eater.com)^ partial vegetarians (www.webmd.com)^ flexitarians (health.clevelandclinic.org)^ probably more partial than true vegetarians (doi.org)^ misrepresent your own behavior (dx.doi.org)Authors: F. Bailey Norwood, Professor of Agribusiness, Oklahoma State University

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