YouGov analysis of Brits’ dietary habits and attitudes to meat consumption.
Our data reveals that flexitarianism is a legitimate dietary choice in its own right, rather than being a stop on the road to giving up animal products altogether.
While vegetarianism and veganism are on the rise, and the availability of products free of meat and dairy is growing, the vast majority of the population still eat meat and don’t intend to stop soon.
However, 7% of the population are likely to become vegan or vegetarian within the next year, which represents a significant number of people. So there is a large opportunity for brands producing non-meat products.
In terms of cooking at home, our data reveals that vegans are the most adventurous with new recipes, but 15% see food as “purely fuel”. This could mean that there’s scope to tempt new customers with
more exciting meat-free options.
Flexitarians are one of the groups most likely to experiment with new food, and perhaps this says something about why they don’t want to give up meat completely: they
might miss out on interesting options.
All of this paints a picture of flexitarianism as being the prevailing diet of the future. Being free to experiment with food, not placing arbitrary limits on what you can eat, and consuming lots of fruit and vegetables: it
seems like an easy-to-follow diet which minimises environmental impact.
Our data reveals that flexitarianism is a legitimate dietary choice in its own right, rather than being a stop on the road to giving up animal products altogether.
While vegetarianism and veganism are on the rise, and the availability of products free of meat and dairy is growing, the vast majority of the population still eat meat and don’t intend to stop soon.
However, 7% of the population are likely to become vegan or vegetarian within the next year, which represents a significant number of people. So there is a large opportunity for brands producing non-meat products.
In terms of cooking at home, our data reveals that vegans are the most adventurous with new recipes, but 15% see food as “purely fuel”. This could mean that there’s scope to tempt new customers with
more exciting meat-free options.
Flexitarians are one of the groups most likely to experiment with new food, and perhaps this says something about why they don’t want to give up meat completely: they
might miss out on interesting options.
All of this paints a picture of flexitarianism as being the prevailing diet of the future. Being free to experiment with food, not placing arbitrary limits on what you can eat, and consuming lots of fruit and vegetables: it
seems like an easy-to-follow diet which minimises environmental impact.