Seizing the moment : the reducetarian opportunity

Seizing the moment : the reducetarian opportunity

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In 2018, we will be giving our long-standing ‘Look for the logo’ slogan a well-earned rest and introducing eat less,eat better. So, what does it mean and why have we chosen to do this?

The recent media hype about the rise of veganism seems to suggest that society is moving towards a plant-based diet en masse, but our own research has found that only 0.3% of people in the UK consider themselves to be vegan. More interesting still, 80% of people said they would not consider becoming so in the future.

More people reducing meat they eat

Yet, while vegans continue to remain in the minority in Britain, there is a significant and growing number of people (38%) who are actively reducing the amount of meat and other animal products they consume.


Liam Kurzeja, RSPCA Assured head of marketing, explains the Eat less, eat better campaign which targets 'reducetarians' and the opportunities this latest trend creates.

This trend looks set to continue with a quarter of Brits saying they'll continue to reduce, or consider reducing, the meat and other animal products they consume over the next five years.


This group has been described as ‘reducetarians’ - a term coined by US academics (a sign that this is not just a UK specific trend, but a global movement).

Now, we understand why members might be concerned about this - changes in consumer eating habits can have extreme consequences on the supply chain, but this actually presents a unique opportunity for RSPCA Assured members. 

Reducetarians and animal welfare 

One of the key characteristics of ‘reducetarians’ is that they give more thought to what they eat, with animal welfare being their main driver for cutting down after personal health.

Reducetarians have a positive view of British farming, with more than 60% expressing a good or very good opinion. 

Eat less, eat better

The eat less, eat better campaign encourages people to stop purchasing low quality, low welfare animal products, and instead trade-up to high welfare options, and (bearing in mind family budgets) occasionally trade-off to animal-free alternatives.

Our research shows that this message will resonate with reducetarians and encapsulate the trend for those considering making a change. But this is not our only target audience.

The ‘die-hard’ meat eaters who are traditionally less likely to choose higher welfare options (mainly due to price sensitivity) will be drawn to the financial aspect of the eat less, eat better message.

The logic being that if these people eat less lower-standard food, including imported


produce, occasionally trading off for vegetarian alternatives, they will have more to spend on supporting British farmers offering higher-welfare standards, like you.

Crucially, eat less, eat better will help create more awareness and demand for RSPCA Assured licensed products, which is a clear benefit for our members.

RSPCA Assured awareness is on the up

Our proven track record of delivering results, and ever increasing consumer awareness, uniquely positions RSPCA Assured to capitalise on this trend.

Since rebranding, and putting a firm strategic focus on advertising, we have achieved 40% awareness of the new mark in just three years, almost double the awareness Freedom Food had garnered in 20 years.


This awareness leaps to 50% amongst young professionals and young families, a significant target group for the eat less, eat better message.

Vital to move with the times

We believe it is important for RSPCA Assured to move with the times if it is to continue to effectively promote and represent the scheme to the greatest benefit of its partners and members.


While we could choose to take no action on this, doing so would put both the scheme and our members at risk of losing relevance at an especially vulnerable time.

With the focus on how the farming industry can become more self-sufficient post-Brexit, the proposition of ‘eating less’ (low-welfare) provides a timely opportunity for high-welfare farmers to seize the moment.

Date: 31 May 2018