Page 20 - Cubo - Winning In Plant-Based

Recognise the diverse The next 3 most common

paths to plant-based responses were also ‘self’ focused

When we asked people the main

reason they were looking to eat less And in more Global

meat (or didn’t eat meat), it wasn’t
detail... average
ethical or environmental concerns

that dominated, the main reason

being the much more generic ‘just

want a heathier diet’… I am eating more [plant-based / vegan foods]
to have a generally healthier diet 23%

I am eating more to help me lose weight 16%

I am eating more to increase the amount of
14%
Top reason amongst those fruit / veg in my diet

that are trying to reduce meat: I am eating more to prevent specific health risks 14%

I am eating more [plant-based / vegan foods] I am eating more because I’m concerned about animal
23% 13%
to have a generally healthier diet cruelty

I am eating more because I’m concerned about the
13%
environment and sustainability

I am eating more because family member(s) or
4%
friend(s) are vegan

I am eating more because I don’t like the taste of
3%
meat / dairy

Which of the following best describes the amount of plant-based / vegan
foods you include in your diet?
CUBO May 2019 Quick Vote via Toluna n=36,080

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