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RolStoppable said:

Highly doubtful that it's worldwide because meat consumption in places like China is on the rise.

It was on the rise in China, and may still be, but the Chinese government has been working with celebrities (including a recent campaign with James Cameron and Arnold Schwarzenegger) to encourage their citizens to start eating less meat.  Here's the video (starring Schwarenegger) that resulted from that collaboration:  https://www.youtube.com/watch?v=c3q-7ish6vk