Weaning Carnivores Off Meat?

A proportion of the UK population apparently want to reduce their meat consumption. This motivation can be for health and/or environmental reasons. The University of Oxford's Livestock, Environment and People (LEAP) programme used the psychological principles of weight loss apps to see if they could help (https://www.theguardian.com/food/2022/mar/04/weight-loss-techniques-can-halve-meat-consumption-oxford-trial-finds). The LEAP trial study had its participants set daily meat reduction goals and keep an online diary of food intake. Frequent meat-eaters were able to halve their consumption in just over 9 weeks. Perhaps major dietary change will be relatively easy? It will be interesting to see whether meat intake, in 'successful' participants, persists in the longer term (many weight loss diets have relatively transient effects).