Americans have reduced their intake of red and processed meat because it costs too much, according to the results of a nationally representative survey.
Of the 1,200 respondents, nearly 70 percent said they were eating less red meat compared to last year; 64 percent said the same was true for processed meat, 34 percent for poultry, and 26 percent for seafood.
Price was a key factor in why respondents were eating less meat, with nearly a third of respondents saying cost had motivated their decision to cut down on red meat.
Meanwhile, 64 percent of respondents said they were eating less red meat for health reasons.
The scientists who authored the study at Rutgers University, New Jersey, said that environmental messaging about the impact of meat-eating on the planet was not changing Americans' diets.
"There's a disconnect between the mounting evidence on meat's environmental footprint and what's actually driving consumer behavior," lead author Shauna Downs, associate professor at the Rutgers School of Public Health, said in a statement.
"Our findings suggest that messaging focused solely on sustainability may not resonate with most U.S. consumers regarding meat choices.
"Focusing on health benefits and affordability, rather than environmental impacts alone, is more likely to motivate changes in meat consumption for most Americans."
Price was a particularly important factor against meat-eating among certain groups: those with an annual income of $25,000 to $49,999, women, Black people, and high school graduates.
Beef was 4.2 percent more expensive in September this year, compared to September 2023, according to data from the U.S. Department of Agriculture—and it is anticipated to continue rising to 5.5 percent higher than last year. Meanwhile, poultry prices were 6.3 percent higher in September 2024 than in September 2023.
Black individuals considered price, health and sustainability to be more important when choosing how much meat to eat, compared to other racial and ethnic groups.
Older respondents—those aged 65 or more—were more likely to report reducing their red meat intake than younger adults.
And women, more than men, valued environmental sustainability and health when making meat purchasing decisions.
Most of the survey respondents—78 percent—said they ate red meat between one and four times per week; 74 percent said the same thing for processed meat and 79 percent for poultry.
A man holding a big hamburger. Respondents were most likely to say they had reduced their intake of red meat such as beef and processed meat such as hamburger patties, compared to poultry, fish or...A man holding a big hamburger. Respondents were most likely to say they had reduced their intake of red meat such as beef and processed meat such as hamburger patties, compared to poultry, fish or seafood.ugurv/Getty ImagesOnly five percent of respondents reported following a vegetarian, vegan, or plant-based diet, and 14 percent said they ate meat five or more times every week.
"There are clearly some barriers to overcome in terms of making sustainability a priority for consumers," said study co-author Emily V. Merchant, assistant professor at the Rutgers School of Public Health, in a statement.
"Creative, multifaceted approaches that also emphasize health, taste and affordability may be needed to shift eating patterns in a meaningful way."
The study was published in the scientific journal Appetite.
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Reference
Downs, S. M., Merchant, E. V., Sackey, J., Fox, E. L., Davis, C., Fanzo, J. (2024). Sustainability considerations are not influencing meat consumption in the US, Appetite 203(1). https://doi.org/10.1016/j.appet.2024.107667
