Flexitarians in Brazil: Who are They, What do They Eat, and Why?

The flexitarian diet, which emphasizes a reduction in meat consumption, has been identified as a crucial factor in transitioning to sustainable food systems that can help combat climate change and improve food and nutritional security, particularly in areas where food choices are abundant. Despite Brazil being a major meat producer, meat consumption among Brazilians has been decreasing in recent years, with a growing portion of the population adopting meat-free and meat-reduced dietary models. In this study, we conducted the first non-industry funded scientific investigation of Brazilian flexitarians, with the goal of characterizing their socio-economic and demographic characteristics, motivations for adopting flexitarianism, frequency of animal-based meat consumption, and main substitutes consumed. Data was collected from 1029 self-identified flexitarians in Brazil. Our findings indicate that the flexitarian food model is primarily adopted by women and is motivated by concerns about the environmental impact of meat consumption, personal health, and animal welfare. Flexitarians were found to have a consumption profile that can be divided into three groups: low (consuming meat 36 times a week), medium (consuming meat 7 times a week), and high (consuming meat 4 times a week). The flexitarian meals pattern is characterized by lower consumption of beef (less than 2 times per week) and higher consumption of chicken (3 times per week) and is supplemented by plant-based protein sources and eggs as the main meat substitutes.