High meat prices prompt Canadians to reduce their meat intake, leading to the emergence of a new dietary trend.
As the cost of living continues to rise in Canada, many families are finding it increasingly difficult to afford their usual meat-heavy meals. A recent poll conducted by Ipsos revealed that 47% of meat eaters surveyed planned to cut back on their meat consumption, with cost being the primary reason. This shift in dietary habits has given rise to a new trend known as “lessetarianism,” where individuals are not necessarily vegetarian but are choosing to eat less meat. In this article, we explore the factors contributing to this change in eating habits, the impact on the food industry, and how Canadians are adapting to rising food prices.
The Changing Landscape of Meat Consumption
The Ipsos poll conducted in July revealed a significant increase in the number of Canadians planning to reduce their meat intake compared to previous years. While health and environmental concerns were the main reasons cited in 2021 and 2022, the rising cost of meat has now taken the top spot. This shift can be attributed to the pressure on household budgets caused by rising interest rates and food prices. According to Kathy Perrotta, vice-president of market strategy and understanding at Ipsos, these circumstances may lead to a resurgence in the plant-based food movement, as seen prior to the pandemic.
Adapting to Higher Prices
Food economist Mike von Massow explains that changing food habits in response to higher prices is a natural response. Families are shopping differently, eating out less, and consuming smaller portion sizes. The Canadian Food Guide’s recommendation to include more fruits and vegetables on the plate aligns with these changes. Many households are embracing the concept of “lessetarianism,” incorporating plant-based meals into their diets one or two days a week, such as participating in Meatless Mondays. This approach allows individuals to still enjoy meat and fish while reducing their weekly intake.
The Rise of “Lessetarians”
Kathy Perrotta coins the term “lessetarian” to describe individuals who are consciously reducing their meat consumption without fully adopting a vegetarian lifestyle. These individuals still consume meat, fish, and poultry but aim to cut back on their weekly intake. While the financial motivation to reduce meat consumption may not provide a strong foundation for a long-term commitment to a vegan lifestyle, it serves as a starting point for many Canadians to explore alternative dietary choices.
The Impact on Farmers and the Food Industry
The shift towards “lessetarianism” and reduced meat consumption has had implications for farmers and the food industry. Some farmers, like Zach Vanthournout in Fredericton Junction, N.B., have noticed a decline in sales despite offering lower prices when buying directly from them. Vanthournout encourages consumers to consider buying local and shares that purchasing prime rib directly from the farmer costs significantly less than in stores. Brenna Grant, executive director of Canfax and Canfax Research Services, explains that the overall trend in the food and beverage sector is for consumers to buy less due to limited supply. This change in consumer behavior affects the industry as a whole but does not eliminate the demand for meat entirely.
Adapting to Rising Food Prices
To cope with rising food prices, families are finding ways to adapt in the kitchen. Learning new cooking techniques, experimenting with different ingredients, and exploring seasonal and discounted options can help stretch the food budget. Being open to trying alternative sources of protein and incorporating more plant-based meals into the diet can also contribute to cost savings. While the cost of living continues to increase, it is essential for individuals to explore creative ways to maintain a balanced and affordable diet.
Conclusion: The rise of “lessetarianism” in Canada reflects the impact of rising meat prices on household budgets. As more Canadians look for ways to cut back on their meat consumption, the food industry may experience a resurgence in plant-based alternatives. Adapting to higher food prices requires individuals to be open to new cooking techniques and explore cost-effective options. While the cost of living remains a challenge, Canadians are finding ways to make their meals more affordable without compromising on nutrition.
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