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Friends (23 percent) are most likely to be behind the pressure to buy into things like Veganuary and “meat-free Mondays”, as well as partners (23 percent) and parents (23 percent). One in five even said their children have insisted they should change their eating habits.
The research, by jerky creators Jack Link’s, revealed the pressure is not always welcome, with more than a quarter arguing because of the pushy behaviour.
Of those who have cut down their meat intake, 57 percent only did it to keep their partner happy, although nearly seven in 10 admitted they wouldn’t have considered it without the encouragement of their other half.
Food Psychologist, Greg Tucker, said: “There are many influences that can have an impact on what we eat – and how we eat.
“Meat plays a major part in most meals in everyday life and cutting down is not always something many people will have considered.
“So, while some might have the best intentions in trying to encourage people to reduce or cut out meat from their diet, putting the pressure on others can have the opposite effect.”
The study also found that of those making a meaty sacrifice for their partners, four in 10 resorted to extreme measures to still get their fix in other ways.
This includes eating meat-flavoured snacks (14 percent), cooking meat-based meals but not eating them (10 percent) and asking someone who is eating meat to talk them through the experience (12 percent).
One in ten have even gone as far as sniffing cured meats to satisfy their need for meat.
And if they were to go on a date with a vegan or vegetarian, a considerate 37 percent would go meat-free to make their love interest feel more at ease.
Although 42 percent admitted they would still tuck into a carnivorous feast, with 44 percent claiming they wouldn’t consider dating a vegan at all.
Of those, nearly one in five worry it would limit the type of meals they could enjoy together, while one in six wouldn’t want to feel guilty for eating meat.
Nearly a third of meat-eaters would also consider ending a relationship if the person they were dating asked them to give up meat.
When asked what meat they would miss most stripped from their diet, chicken (65 percent) and beef (49 percent) took the top spots, ahead of other popular choices such as pork (27 percent) and lamb (25 percent).
Of those talked into giving Veganuary a go, they saw this as an excuse to try something new (38 percent), keep their other half happy (39 percent cent) or as a challenge (23 percent).
However, while 77 percent have managed to make it through the entire month in previous years, the rest only lasted until January 13, on average, before succumbing to a meaty meal.
And 44 percent of those polled admitted it was harder than they thought it would be.
Greg Tucker added: “Balance is often key to happiness when it comes to food.”
“While it’s great to try things like Veganuary, often balancing your intake of meat can provide a happy medium for everyone, while still being able to enjoy your favourite meals and snacks.”
The research was carried out by Jack Link’s – a high-protein, low-calorie snack – as Britons struggle to find satisfying snacks during their January healthy kicks.
From today, the brand is helping Britons power through the month by offering a chance to win a month’s supply of Jack Link’s jerky by entering the competition on its Instagram page, @JackLinksUK.
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