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According to an expert at the recent Institute of Food Technologists conference, plant-based eating is a ‘game-changing trend’.

Speaking during a session called The Plant-Based Diet Evolution: The Consumer, Scientific Evidence, and Food Formulation, Steven Walton, general manager of research firm HealthFocus International, said: “I believe that plant-based eating is a game-changing trend.”

According to Walton, research conducted shows 60 percent of the population is currently reducing their meat consumption. Walton also believes this is primarily down to Millennials and members of Generation X.

Walton also mentioned that once consumers begin to eat a plant-based diet, they tend to stick to the new habit.

Research shows that 55 per cent of people who start eating a more plant-based diet say they plan to stick with it permanently – and an additional 22 per cent say they ‘hope they change is a permanent one’.

He also addressed some of the barriers for people wanting to go vegan but have not yet made the jump. He said: “Some of these issues may be perceived. Some are real. But I think they can all be overcome.”

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