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November 1 is World Vegan Day, and apparently Canada is no longer eating meat unless you are an elderly, white man.
Well, it may be a slight exaggeration because many Canadians still need a mouthful of regular meat. In fact, many people see meat consumption as one of the pleasures of life, as well as a necessary part of a balanced diet. Some even think that meat consumption is a fundamental right.
According to a recent study from Dalhousie University, more than 82% of Canadians remain attached to meat consumption. But for the meat industry, and especially beef producers, the study also provides us with disturbing news for the future.
The study indicates that 6.4 million Canadians, the same number as the population of Toronto, have adopted a meat-free diet or limit their meat consumption each week. But it becomes more serious because the reduction in meat consumption is reflected in the generation gap.
In total, 63% of vegans are under 38, which includes both Generation Y and Generation Y, but the older population is also involved in the meatless trend. More than 42% of flexitarians are baby boomers.
Eating meat brings guilt
In other words, many baby boomers love meat, but struggle with their guilt-inducing eating habits. This could lead to what is called a rebound effect. For example, after a day when the meat is not intentionally eaten, the effect is canceled the next day by a sumptuous meal of meat. Yet, the intention is there.
Looking at these numbers, the irresistible plant-based story clearly broke the average consumer's perception of a healthy diet. Different sources of protein hold the attention. To date, most Canadians have already considered reducing their meat consumption and 32.2% of respondents intend to do so over the next six months.
While the beef industry is trying to find ways to demonstrate sustainability, consumers already seem to have evolved and the concept of meat prevention will not go away anytime soon.
Concern for the environment and animal welfare are some of the factors that slowly move consumers away from certain meat products. But health concerns seem to be the main motivator. A diet that promotes the reduction of meat consumption is increasingly recognized as a healthy choice.
Despite negative media reports about the effects of meat on human health and a vocal minority that claims humans have evolved as vegetarians, some scientific evidence contradicts these views. History has shown that humans rely heavily on meat as a source of energy and essential substrates such as protein and long-chain omega-3 fatty acids.
The WHO report has changed perceptions
Although much criticized at the time, the report published by the World Health Organization in 2015 condemning the consumption of processed meat has changed the perception of meat in general in the world, including in Canada.
According to the report, consumers who ate the most processed meats, such as hot dogs, bacon or ham, had an increased risk of cancer compared to those who rarely ate such foods. Three years later, several countries have modified their food guide to encourage consumers to search for vegetable protein or even fish. Canada will soon join this group with its new food guide.
However, simply asking consumers to eat less meat may not only trigger resistance to change, but also confusion about the amounts and sources of protein. Many consumers oppose the notion of herbal diet as a viable alternative or way to lead a healthy lifestyle.
Indeed, the conversations about proteins at the moment are completely polarizing and polarizing.
Linked to manhood
It is interesting to note that in the Dalhousie report the blockade effect seems to be related to masculinity, traditionalism and hierarchies – all of which resemble and maintain the conventional structures of power in the West.
Meat consumption is related to manhood. Jaco Pretorius / Unsplash
Meat is often intrinsically linked to manhood. There is no other way to say it. Such influences also resemble the symbolic and social history of meat consumption.
Conversely, urbanization, the collective will to live in a more diverse society, increased access to education for all and the growing female voice are distinctive products of modern society and therefore represent an incentive for culinary changes, which affect what we put in our plates.
Proteins are becoming more and more pluralistic. For the beef industry, the trip was not easy. Compared to 2010, Canadians consume 16% less beef per year, which equals 94 million kilograms.
The lesson that can be learned, however, is that product groups should not look at their product in isolation. Beef, for example, has to coexist with lentils, fish or other more affordable sources of protein.
Maintaining friendship with other product groups would be a new approach, but it would also be a refreshing change. This would certainly be an effective way to fight protein wars.
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