A new report from Euromonitor International shows that the growth in demand for meat slowed considerably between 2005 and 2010, with a less than 14 percent increase in sales. Comparatively, nut and fruit sales have seen a near-20 percent growth, and lentils and chickpeas have also experienced rising popularity. The report, titled “The War on Meat: How Low-Meat and No-Meat Diets are Impacting Consumer Markets,” also detailed that the number of US citizens who identify as vegetarians has grown from one percent in 1971 to 3.4 percent in 2009. Flexitarianism has gained traction in part due to health studies and campaigns like Meatless Mondays. Pat Crocker and Nettie Cronish, authors of Everyday Flexitarian: Recipes for Vegetarians & Meat Lovers Alike, estimate that 30 to 40 percent of North Americans have adopted a flexitarian diet, primarily centered around vegetarian options with the occasional inclusion of meat.
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