Around 30 percent of Swedish young people currently eat a more plant-based diet in a bid to save the environment, according to a new report.
They are part of a general trend seeing people in Scandinavian countries moving towards a more plant-based diet. A report - Solutions Menu - by the Nordic Council of Ministers, survey results show almost a quarter (24 percent) of Nordic consumers predict their meat intake will drop over the next five years.
More than a third (34 percent), said they would eat more vegetarian food. In addition, around eight percent of 18-35 year old Danes identify as 'flexitarian'. Health is listed as the primary motivation for the switch, followed by a desire to save the environment.
The research matches recent data which shows a trend towards plant-heavy diets. The information from Mintel shows that significant numbers of people in some European countries are choosing to ditch meat 'regularly'. The stats show that almost half of people quizzed in France and Italy (45 percent) have meat-free days.
Looking at the reducetarian trend, the report says: "This trend is proving particularly popular in Europe. Various concerns have led to a majority of Germans and Poles, known for their meat-heavy diets, to make a point of regularly having meat-free days.
"Six out of 10 (57 percent) Germans and more than half (55 percent) of Poles regularly have meat-free days. And the story looks similar in other parts of the world: In the US, 33 percent of consumers plan to buy more plant-based food products in the next year, rising to 37 percent of Millennials. Over a third (34 percent) of meat consumers in Canada agree that they try to moderate how much meat they eat because of health concerns."