Flexitarianism: Covid-19’s biggest dietary flex?

In Covid-19 time, empty supermarket shelves and batch baking banana bread seems like a lifetime ago. With more time spent at home (and a lot of that spent looking through kitchen cupboards) I wondered whether people have started to make different dietary choices during the pandemic…

The demand for vegan food in the UK is growing quickly.  Plant-based ranges in supermarkets are responsible for a big growth in sales since the coronavirus outbreak began.

But is this because people are buying what’s left on the shelf? Or are they paying closer attention to what they’re consuming? Lee Chambers, Environmental Psychologist and Wellbeing Consultant believes that Covid-19 has encouraged people to experiment with their own dietary choices. He states, “many individuals have had the chance to slow down and consider their impact on the world.” More people are turning to flexitarianism.

“In many ways it has become a new trend, setting itself apart from the fixed mindset of veganism.”

Coined by American Dietitian, Dawn Jackson Baltner, flexitarianism is when people cut down their consumption of meat and dairy, while eating more plant-based foods. The BBC refer to flexitarianism as ‘casual vegetarianism’, where people choose to eat mostly vegan foods but with the occasional meat dish. This helps to reduce your carbon footprint and help people transition to a more environmentally sustainable diet. Chambers explains that flexitarianism has been “steadily increasing in exposure in recent years, as have many other principles around making more sustainable life choices. In many ways it has become a new trend, setting itself apart from the fixed mindset of veganism, while enjoying many of the benefits.”

I spoke to two women who identify as flexitarians, to find out why they decided to make the change. Susannah Griffin from the Midlands has been a flexitarian for 2 years. Before that, she tried to maintain a vegetarian lifestyle but jokes that “it’s impossible not to enjoy a cheeseburger after a night out!” Griffin stated that her flexitarianism increased during the pandemic, as she “became aware of all of the alternative products in supermarkets” and realised how easy it is to substitute meat and dairy products. When asked why she preferred the label ‘flexitarian’, Griffin explained that it’s not necessary to kill animals for our food, but if she wants to enjoy the occasional drunken McDonalds, she shouldn’t be judged for it.

Barry Weldon from Hull disagrees. Vegan since 1998, Weldon thinks that cutting down our animal exploitation isn’t enough; we need to cut it out all together. Although Weldon hopes that people saying they’re flexitarian will lead them to become vegan one day, it’s the label he’s concerned about. He says, “the term flexitarian isn’t necessary. There is no ethical/moral position behind it, unlike veganism. You are either against animal abuse and vegan, or you support it. You can’t be half way.”

“I felt more and more disgusted when I ate meat, and couldn’t get the images of abuse that is so rife in the meat industry out of my head.”

Rowena Carleton, a flexitarian for over 15 years thinks the dietary movement is about progress, not perfection. Residing in Australia, Carleton started her journey to flexitarianism after working as a meat and dairy buyer for restaurants. She explains that visiting the factories, feedlots and abattoirs made her uncomfortable. “I felt more and more disgusted when I ate meat, and couldn’t get the images of abuse that is so rife in the meat industry out of my head,” Carleton then cut eggs and eventually cheese out of her diet too. Although Covid-19 hasn’t particularly influenced her diet, she says the pandemic has “really underlined the massive issues with meat consumption.”

But is this trend currently being led by younger consumers?

Griffin thinks it is. As a student, she found meat expensive and harder to cook, so opted to only eat it when dining out. Now, she says “flexitarianism is becoming a lot more popular” as people her age have the ability to influence and change their parents’ minds. She continues, “society is already adapting and becoming more vegan friendly”, so the more people who are willing to eat plant-based, the better. Chambers agrees that “this dietary choice has been fuelled by millennials and adopted en masse by older Gen Z’s.” Although older generations aren’t as quick on this dietary uptake, Chambers argues that “there is more interest from all demographics and especially in the western world, dietary consciousness is increasing.” Carleton reinforces flexitarianism’s growing popularity through her own experience, saying “most of my friends know I’m flexitarian, and they have now significantly reduced their meat consumption and are eating more consciously.”

So what is the future of flexitarianism?

For Weldon, the future is solely vegan, and he asks: “when will we stop exploiting animals?”. But for Chambers, he believes that “flexitarianism may become normal, adapted by a large part of the population. There is no doubt that for some; the experience will become a pathway to meat-free existence, however current data suggests that many who have the flexitarian identity are just that; a flexible vegetarian, and don’t intend to give up that flexibility.” He concludes, “maybe mindful choices rather than avoidance can become the diet of the masses.”

Has your diet changed during lockdown? Let me know.

 

Jemima Childs

Tweet to @jemimajourno

Featured image courtesy of @JillWellington via Pixabay.