Boost flexitarian appeal: ‘That’s where the big business and the big impact is’ For plant-based producers to take a larger chunk out of the US$1.3trn meat market they will need to strengthen their appeal to flexitarian consumers. But how can this be achieved? The perceived health, environmental and animal welfare benefits of cutting back on animal-based proteins are prompting a growing cohort of carnivorous consumers to turn to plant-based alternatives. Flexitarianism – traditional meat eaters making a conscious decision to eat less animal protein – is on the rise. According to a recent YouGov survey in the UK, 14% of the population consider themselves flexitarians. Meanwhile, research carried out by plant-based supermarket chain Veganz suggested that 22.9% of Europeans are flexitarian.