Over the past two years, plant-based food consumption has grown by 49% across the EU, reaching a total sales volume of €3.6 billion.
Climate change driving dietary changes - 37% of Australians now eating less meat
2025-07-11
New research from PLAY Market Research (PLAY MR) shows that 37% of Australians are actively reducing their meat consumption, while 10% are dedicated vegetarians or vegans. The research confirms that a significant number of Australians are consciously reducing their meat consumption, with reducing environmental impact being a key driver.
Changing Australian eating habits
PLAY MR's shopper panel found Australians are moving away from the traditional 'meat & 3 veg' diet. It found the following dietary associations across Australia:
| Dietary choices | % |
| vegans | 3% |
| Vegetarian | 7% |
| Pescatarian | 2% |
| Flexitarian | 25% |
| Mainly meat, occasionally vegetarian | 39% |
| Mainly meat, no vegetarian options | 24% |
“Most vegan and vegetarian consumers only started eating this way 6-12 months ago, whereas those who primarily eat meat have been eating this way for 5+ years (or possibly their entire lives! This is a new lifestyle for many Australians,” said Troy Kohut, CEO of PLAY MR.
Leading a dietary change and recharging environment
“Our group found that the top driver for choosing a vegan diet was eating in a more environmentally friendly way,” Kohut said. “You would expect this to increase as concerns about climate change continue to grow.”
The study found that Australians choose vegetarianism for the following reasons:
| Reasons for choosing vegetarianism | % |
| More environmentally friendly | 48% |
| Live a healthier lifestyle | 40% |
| ANIMAL CROSSING | 36% |
| Prevention of lifestyle diseases | 35% |
| lose weight | 26% |
Trends in the vegan food market
The study identified a number of trends in the plant-based foods market.
#1. Vegan credentials are no longer the only driver – tweaking flavor and benefits is also important
PLAY MR: “Manufacturers can no longer market products only to vegans. Product labels must appeal to a wider market, and marketing should focus on taste and environmental benefits.
#2 See ya soy - Premium plant-based ingredients have entered the building
PLAY MR: “The vegan market has certainly expanded beyond tofu and soy milk, driven by consumers seeking health benefits alongside environmentally friendly choices. The health and taste benefits continue to compound as pea, lentil, cauliflower and nut products become increasingly common. Innovation in food manufacturing has progressed at a rapid pace, and Australian producers must actively compete with global food brands.
#3. Supermarkets see opportunity – private label brands disrupt plant-based brands
PLAY MR: “Coles and Woolworths are taking this trend seriously. The major supermarkets are leveraging consumers’ high trust in their own brands to drive sales in the growing plant-based food sector. Coles & Woolworths can provide shelf space for their own brands, including alongside non-vegan products.