Half Of Millennials Are Considering Quitting Meat, New Research Shows

The study also billed vegans as the 'fussiest lovers'
Millennials are leading the vegan movement (Photo: Tanja Heffner)

50 percent of 16-24-year-olds in the UK are considering giving up meat, according to a new study.

The survey, which was commissioned by UK Asian-inspired food chain itsu, has shown that while half of millennials are interested in ditching meat, only 22 percent of Brits over 55 are considering the dietary change.

The new data comes as itsu added a number of vegan dishes to its menu, in a bid to address the shift toward meat-free diets; itsu’s veggie sales have doubled since 2015, with 20 percent of all sales now coming from meat-free products.


The data also brought to light that more than a third (40 percent) of women have considered giving up meat entirely, compared to only 28 percent of men.

The study also looked into how food affects our dating habits, naming vegans as the 'fussiest lovers'; 70 percent wouldn’t date a meat-eater, but more surprisingly, half (50 percent) wouldn’t even date a fellow vegan.

Moreover, 60 percent of respondents wouldn’t change their diet for a loved one.

itsu has just launched five new vegan dishes (Photo: itsu)


Will Da Silva, Senior Food Development Manager at itsu, said: "We were surprised to see how much of an impact dietary requirements have on Britain’s dating game; with so many vegans saying they wouldn’t date a meat-eater, it only reinforces how much food really does mean to the nation.

"At itsu we’ve just added five new vegan options to our Hot Food menu in order to widen our meat-free offering even further."


He added: "itsu is synonymous with sushi but we wanted to remind our customers about how much variety there is in our range. 

"We’ve seen a lot of increase in our vegetarian sales, for example, our veggie udon noodle dish is the bestseller in the udon range (over and above meat options), so we wanted to respond directly to our customers and provide them with even more options.

"We’re excited to launch the menu nationwide and hope our customers enjoy our Asian-inspired hot food as much as we did creating it. Keep an eye out for our new additions over the coming months."


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Disclaimer: The opinions expressed in this article are prepared in the author's capacity and do not necessarily reflect the views and opinions of Plant Based News itself. 

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PBN Contributor:

Diana is a London-based writer dedicated to bringing you the latest updates in ethical consumerism and plant-based nutrition. She is a recent media graduate with extensive journalistic experience, and writes in hopes of changing the narrative. You can follow Diana on Instagram and Twitter @dianalupica

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