The US Department of Agriculture reports that between 2006 and 2010, US per-capita meat consumption fell by 6%. This is the first time on record that it has declined over a consecutive four year period and is the largest sustained drop since recordkeeping began in 1970. Reasons given were at least partly due to the increased prices of meat and the bad economy - meat is just less affordable to consumers. However, there are signs that there is a cultural shift away from the traditional diet of meat and potatoes. The National Restaurant Assocation chefs named vegetarian entrees as a top-10 hot trend for 2013. According to market researchers, a new class of food consumers has arisen, "flexitarians" - people who occasionally eat meatless meals. This is particularly popular among college students who researchers expect to continue this habit throughout their adult years. Another reason driving this trend is people wanting to avoid high red meat diets to lower their chance of heart attacks, strokes and cancer. In their US, since 2003, there has been a campaign for a "Meatless Monday" that encourages people to eat only vegetables on that day. Concern for the environment and the growing awareness that meat is not a very sustainable type of food may also be a contributing factor.
