The plant revolution: How generational changes affect meat consumption in Russia

Published 2021년 12월 17일

Tridge summary

A recent Deloitte study indicates that 46% of Russian residents between the ages of 16 and 40 are willing to try vegetable meat. This shift towards plant-based diets is particularly prominent among millennials and Generation Z, who are turning to veganism for ethical, health, and environmental reasons. Social media platforms, especially TikTok, are playing a significant role in promoting these trends. Influencers like The Vegan Teacher and Hollan Hamid are advocating for a vegan lifestyle, highlighting the aesthetic appeal of plant-based food and the sustainability of production methods. Factors such as water usage, greenhouse gas emissions, and antibiotic use in meat production are contributing to this trend. Additionally, a vegetarian diet has been shown to boost the immune system, which has become increasingly relevant during the pandemic.

Disclaimer:The above summary was generated by Tridge's proprietary AI model for informational purposes.

Original content

According to Deloitte, 46% of Russian residents aged 16–40 are ready to eat vegetable meat. Elena Shifrina, Founder and CEO of Biofoodlab, explains how meat consumption patterns are changing in different generations If we look at consumer trends on the TikTok platform, we can see that posts about plant foods are much more popular than content about the carnivore diet ... Videos with the Plant-Based Diet hashtag have received over 29 million views. Therefore, the social network is becoming a real tribune for activists who promote a vegan lifestyle, referring to millennials and representatives of generation Z. Moreover, the latter, who are also called "zoomers", are increasingly preferring plant-based products. Previously, manufacturers of alternative products focused on low-calorie content, but now the beneficial composition, ethical production and aesthetic properties of such products come to the fore. Certain dietary trends are associated with the food situation on the market: ...

Source: Oilworld