People from across the globe are ditching meat. This is according to new research by market insight company GlobalData, which shows that 70% of the population are actively reducing their consumption of meat, or cutting it out all together.

GlobalData is a leading data and analytics company that works with 4,000 of the world’s largest companies.

Millennials Leading the Change 

In an article done by Forbes Magazine, Fiona Dyer, Consumer Analyst at GlobalData, comments: ‘The shift toward plant-based foods is being driven by millennials, who are most likely to consider the food source, animal welfare issues, and environmental impacts when making their purchasing decisions.’

To drive this point home, veganism in the states has grown over 600% in just the last three years, and veganism was a top search trend in Canada in 2017. As you’ve probably heard, Canada’s new Food Guide that was released last year is also favouring plant-based foods.

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Canada isn’t alone – several mainstream health organizations from around the world are recommending plant-based eating including: Kaiser Permanente, the largest healthcare organization in the U.S.; the Dietary Guidelines Advisory Committee; and the American Institute for Cancer Research.

Plant-Based Celebrity Culture 

Meat Without Animals 

Meanwhile, for people whose main driver for plant-based eating is animal welfare or the environment, meat grown in a lab without the use of animals might be hitting store shelves by 2021.