Mt Elephant research finds most Australians are reducing meat intake


New research from Mt Elephant, hemp manufacturer, has shown over half of Australians are trying to reduce their meat consumption and joining the 1.2 million who are already vegetarian or vegan. 

Most commonly, Australians are reducing their intake of meat for health reasons (74 per cent). The research also found 48 per cent try to consume less meat for environmental reasons, while 38 per cent are more focused on protecting animals. 

Those more likely to eat less meat include those with children at home (57 per cent), those working (55 percent) and those living in one of the five major capital cities (54 per cent). 

Difficulty finding non-meat-based protein 

Despite the growing number of people reducing their meat consumption, 49 per cent have difficulty finding non-meat-based foods which are high in protein. This seems particularly challenging for parents. 

“It’s clear Australians, and in particular parents, are trying to improve their health and lifestyle by reducing their consumption of meat and turning to plant-based substitutes as an alternative,” Australian Primary Hemp (parent brand of Mt Elephant) CEO and managing director Neale Joseph said. 

“However kids are notoriously fussy, so finding quick and tasty substitutes will make it much easier for parents to make the switch. 

Hemp as a solution 

Australians remain unaware of the benefits of hemp as a superfood. When asked to consider hemp as a plant-based alternative source of protein, Australians are most likely to say that they have heard of hemp but don’t know anything about it (36 per cent), while a further 7 per cent said they had never heard of hemp. 

Of those who claim to have some knowledge of hemp, 26 per cent wrongly believe it is the same as cannabis, 20 per cent think it is the same as CBD (cannabinoids) and 17 per cent that it is illegal. 

“Mt Elephant’s nutrition-packed range of baking mixes, bars and mylks is designed to bring all the benefits of hemp protein in a way that is easy for Australians to introduce to their diet,” Joseph said. 

Alongside superfoods such as buckwheat flour, maca and lucuma, one of the founding ingredients of Mt. Elephant’s new range of plant-based bars, baking mixes and mylks is Australian-grown and sown hemp. This rare seed is one of a few plant-based sources to contain: 

  • The ideal 1:3 ratio of omega 
  • The powerful essential fatty acid, GLA (gamma linolenic acid) 
  • Amino acids, including those not produced by the body 
  • An abundance of plant protein and fibre 
  • A range of necessary vitamins and minerals such as magnesium, iron, zinc, vitamins B1 and B3. 

“Plant-based alternatives and products that make living healthily and sustainably more convenient for the whole family are set to skyrocket,” Jospeh said. 

“It’s clear that hemp has can play a huge role in providing a protein-rich substitute for Australians. Mt Elephant is all about deliciously nutritious ingredients, made easy, and enabling people to make the switch to more naturally nourishing food.” 

Vegan-friendly, GMO-free, and free from gluten, dairy, soy, refined sugar or nasty additives like high-fructose corn syrup, the Mt Elephant range is formulated so that being healthy won’t feel like a compromise and Australian families can incorporate plant-based protein easily into their diet. 

Mt Elephant’s range includes bread, pancake and protein ball mixes, ready-to-eat bars and hemp and oat mylk. You can find Mt Elephant at or in Woolworths and Coles (from July) nationwide. 


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