Nationwide Survey Data

Using a nationally representative panel of 1,000 US adults, we found valuable information about how people perceive meatless diets and the impact of Meatless Monday

Going Meatless Monday is an easy first step that can lead to more plant-based eating throughout the entire week and also helps people become more familiar with preparing meatless meals.

Every other year, Meatless Monday commissions a nationwide survey conducted by the Data Decisions Group to track awareness and behavior related to our initiatives. The online survey of 1,000 American adults assesses overall trends in meat consumption and the role that Meatless Monday (MM) plays in influencing dietary patterns. The Johns Hopkins Center for a Livable Future served as our scientific advisor in conducting the survey.

Americans are cutting back the amount of meat they eat, primarily because of health concerns.

  • 31 percent of respondents say they are actively cutting back, 30 percent say they have cut back in the past or are considering cutting back, and 30 percent report that they’re not considering cutting back. 4 percent say they don’t eat meat.
  • 62 percent of respondents who are cutting back on meat report that health is the primary reason in their decisions to reduce meat; followed by saving money (12 percent), enjoying meatless dishes (9 percent), animal welfare (8 percent) and environmental concerns (6 percent).
  • 18-34 year olds were significantly more likely to be motivated by environmental concerns, while those that don’t eat meat at all were more likely to cite animal welfare.

Meatless Monday is one of the most well-known meat reduction campaigns, primarily driven by social media and word-of-mouth.

  • 42 percent of respondents were aware of MM in 2019.
  • 21 percent of all respondents say they participated in Meatless Monday at one point in time.
  • Of those aware of Meatless Monday, 35 percent say the campaign has influenced their decision to not eat, cut back on, or consider cutting back on the amount of meat they eat.
  • Awareness is highest among active meat reducers (58 percent) and those who have cut back in the past (47 percent).
  • The primary sources that people heard about Meatless Monday were through social media (29 percent) and friends and family (19 percent). However, respondents indicated that incorporating more meatless meals remains a challenge due to concerns about health, lack of familiarity and attitudes of friends and family.

Meatless Monday is influencing people to reduce meat and try more meatless options.

  • Of those influenced by Meatless Monday, 30 percent say they eat more fruits and vegetables. Additionally:
    • 23 percent tried to incorporate more meatless meals throughout the week.
    • 21 percent experimented with new meatless recipes when they cook at home.
    • 18 percent tried more meatless dishes when eating out.

 

For more tips and resources to join the Meatless Monday movement, visit  the Meatless Monday Resources page.

For more information about using a Monday cue to support healthy behavior, visit The Monday Campaigns Research page .