Despite growing awareness of health risks and environmental damage, the meat industry is working hard to safeguard its dominance, with global meat supply rising fourfold in the last 60 years. A new UN report finds the average person now eats six times more chicken and twice as much pork than their grandparents did in 1961.
The debate around meat consumption has shifted sharply from animal rights to include pollution from animal agriculture, which accounts for 12-20% of planet-heating gases, and health concerns linked to red meat and obesity. Improved plant-based alternatives have made it easier for meat eaters to reduce intake, with flexitarianism on the rise in countries like Germany, where 37% of people describe themselves as flexitarian.
However, consumption is projected to keep rising even in rich countries, where climate scientists and doctors recommend cutting down. Livestock are expected to contribute the vast majority of a projected 7.6% rise in global agricultural emissions over the next decade.
In the UK, the proportion of vegetarians and vegans peaked at 10% in 2021 and has since fallen to 7%, according to YouGov data. Meanwhile, the meat industry has pushed back, with EU politicians voting to ban meaty names for plant-based alternatives, and the US 'Make America Healthy Again' campaign promoting more meat consumption against medical advice.
The pro-meat movement may also benefit from a protein obsession in rich countries and fears about ultra-processed foods, though doctors note protein deficiencies are rare and evidence on processed plant-based products is limited. The indirect health impacts of meat-heavy diets, including antibiotic resistance from livestock, add further concern.
