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We help top brands with foodservice marketing, foodservice pr, foodservice digital and foodservice design. If you feel we could help you with your marcomms, strategy, public relations, creative or digital then drop us a line today.

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Meat and veg days are numbered – it’s the rise of the veg and veg day!

Posted on 7th August 2014 in Interesting Stuff
Written by: Rachel Sumner

We’re constantly told what is and isn’t good for our health, how we should limit salt and sugar in our diets and what’s the latest must-have super food. However a new trend is emerging, and this one (shock horror) has been started by us, as individuals. It’s called… flexitarianism!

Recent research by Datamonitor Consumer has found that 31% of global consumers are choosing to limit their intake of meat and animal products within their diets. Dubbed flexitarianism, this dietary approach champions the reduction of meat rather than the complete avoidance, and I for one fall under this category.

I like meat, but I love veg! Not enough to become a full blown vegetarian, but over the last year or so I have incorporated more veg into my diet whilst at the same time cutting back on my intake of meat. For me, this was not a conscious change as there were no significant health reasons or advice I had read, I simply love my peas and carrots more than my ribs and steak!

Discovering the term flexitarianism, I realised this described my eating habits perfectly and it felt strangely good to know I now belong to a new foodie club, of sorts.

So what’s behind the rise of flexitarianism?

Tanvi Savara, food and drink analyst at Datamonitor Consumer explains;

“Greater consumer awareness about the negative health implications of overconsumption of meat is a key factor driving the ‘flexitarianism’ trend.” She went on to add; “Three in four global consumers who limit their meat intake claim to be making conscious attempts to eat more healthily.”

So despite the constant coverage in the news about the obesity epidemic, it looks like we’re becoming more aware of what we eat and how what we eat can impact on our health.

This can only be a good thing, so we can but hope that this trend continues and if it means more flexitarians joining ‘our gang’, then so be it!


Jellybean Creative is a leading foodservice marketing agency. We help top brands with foodservice pr, foodservice marketing, digital and design. If you feel we could help you with your marcomms, strategy, public relations, creative or digital then drop us a line today.

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