Reducetarian refers to a person who purposefully reduces the amount of meat in their diet.
The term "reducetarian" was coined by Brian Kateman of Columbia University.
Over the past few years, soaring numbers of people have opted to become vegans, pescetarians and fruitarians. Now, there is the rise of the reducetarian - someone who cuts back on meat, but doesn't give it up entirely.
Kateman says the move not only boosts health, but benefits the environment - and is easier to achieve than the more radical options.
Becoming a reducetarian is appealing because it means people don't have to completely give up meat, and can still eat dairy products like eggs, cheese and milk.