What's for dinner, Ma?

"Flexitarian" may be a ridiculous word, but a pan-European survey by ProVeg International in 2021 found that 40% of consumers in the EU are trying to reduce their meat consumption.

It is this group — not the vegans and vegetarians that make up less than 10% of the population — who are supposed to be loading their plates with plant-based alt-meat products.

But they're not. In fact, they're not even consistently using the term "flexitarian."

Statista Consumer…