Is the future of food flexitarian? · become vegetarian or vegan? Do flexitarians secretly want to...

Is the future of food flexitarian? YouGov analysis of Brits’ dietary habits and attitudes to meat consumption

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Contents

Introduction ................................................................................. 3

Diet demographics ................................................................... 4

How many meat-eaters are planning to become

vegetarian or vegan? ................................................................7

The rise of meat substitutes .............................................. 16

Which diet is healthiest? ..................................................... 19

Recipes and cooking from scratch .................................... 21

Conclusion ..................................................................................25

About the data .........................................................................26

Introduction

Vegetarianism and veganism are becoming more and more mainstream, with an increasing choice of meat-free options available in restaurants and supermarkets. However, most of the population still consume meat and dairy products.

Flexitarians are somewhere in the middle: while they consume meat occasionally, their diet is mainly plant-based. Less than half (42%) agree that a completely meatless diet is healthier, indicating most are content with their current diet.

This paper looks at how cooking habits and attitudes to food differ between those who eat meat and those who don’t. It also explores whether flexitarianism is a temporary stepping stone on the journey to a meat-free diet or a lifestyle choice on its own. The data also reveals how brands can capitalise on the rise of diets free from animal products.

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Diet demographics

Almost three quarters (73%) of Brits are carnivores. Three per cent are pescatarians, who limit their “meat” intake to fish. A further 3% are vegetarians and 1% are vegans. Some 14% - twice as many as pescatarians, vegetarians and vegans combined - say they are flexitarians, which means that they mainly follow a vegetarian diet but occasionally eat meat.

Which, if any, of these best describes your usual eating habits?

The vast majority of Brits eat meat

Meat-eater eat meat and/or poultry

Flexitarian mixed diet, mainly vegetarian and eat meat occasionally

Pescatarian eat fish but do not eat meat or poultry

Other

Vegan do not eat dairy products, eggs, or any other animal product

Vegetarian do not eat any meat, poultry, game, fish or shellfish

73% 14%

3%

3%1%

3%

3%

Don’t know

4

Setting aside the 73% who consider themselves “traditional” meat-eaters, we explore the demographic breakdowns for the other dietary groups, including flexitarians.

Diet demographics

Who is most likely to follow which diet?

Flexitarian Vegetarian Pescatarian Vegan

Young women are most likely to limit the amount of meat they eat

Age and gender

Male 18-24 10% 4% 6% 1%

Male 35-44 8% 2% 3% 1%

Male 25-34 14% 4% 4% 2%

Male 45-54 12% 2% 2% 0%*

Male 55+ 9% 2% 1% 0%*

Female 18-24 18% 7% 4% 3%

Female 35-44 14% 4% 6% 2%

Female 25-34 17% 3% 7% 3%

Female 45-54 17% 4% 3% 1%

Female 55+ 18% 3% 2% 1%

*Rounded to the nearest full percentage

5

Regional differences

When it comes to geographical divides, Londoners are most likely to say they are flexitarian or vegan. The highest number of pescatarians are found in Wales, although this region also includes the smallest number of flexitarians.

Inner London has the highest proportion of flexitarians and vegans

Diet demographics

North East 16% 3% 5% 1%

North West 13% 2% 2% 1%

Yorkshire and the Humber 14% 2% 3% 2%

East Midlands 12% 4% 2% 1%

West Midlands 11% 3% 3% 1%

East of England 16% 2% 4% 1%

Inner London 19% 4% 6% 4%

South East 12% 3% 4% 1%

South West 16% 3% 3% 0%*

Wales 10% 7% 4% 1%

Scotland 15% 2% 3% 1%

Outer London 15% 5% 5% 2%

Flexitarian Vegetarian Pescatarian Vegan


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Flexitarians are occasionally dubbed “semi-vegetarians” indicating that there is a perception of this dietary choice as a “half-way house” on the way to giving up meat completely.

The data indicates that this is not necessarily the case. Rather, flexitarians simply want to reduce the amount of meat they consume.

Almost seven in ten (69%) flexitarians say they are actively trying to reduce their meat consumption. Those who aren’t are presumably content with the amount they currently eat. This desire is not unique to flexitarians: 26% of meat-eaters who don’t identify as flexitarians also report that they’d like to cut down on the amount of meat they eat.

Definitely agree Tend to agree Neither agree or disagree Tend to disagree Definitely disagree

“I am actively trying to reduce my meat consumption”

Meat-eaters Flexitarians

How many meat-eaters are planning to become

vegetarian or vegan?

23%18%

46%9% 5%

38%

15%27%

12%8%

More than two thirds of flexitarians are actively trying to cut down on meat

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Flexitarian

Meat-eater

Flexitarian

Meat-eater

How many meat-eaters are planning to become vegetarian or vegan?

Do flexitarians secretly want to be vegans?

However, most meat-eaters and flexitarians say it’s unlikely they will eventually become vegan or even vegetarian within the next year. This indicates that being a flexitarian is a conscious and deliberate long-term choice and not just a gateway to a fully meat-free diet. This group wants to eat less meat but they are not going to give up the occasional burger.

How likely, or unlikely, are you to become fully vegetarian in the next 12 months?

How likely, or unlikely, are you to become fully vegan in the next 12 months?

On the whole, meat-eaters are not intending to change their diet

Very likely Likely Somewhat likely

Very likely Likely Somewhat likely

Not very likely Not at all likely

Not very likely Not at all likely

1%

1%

0%*

0%*

2%

1%

2%

1%

1%

17%

18%5%

6%

5%

79%

40% 35%

68%24%

93%


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Profile: Meat-eaters and flexitarians who intend to give up meat

While the majority of meat-eaters (including flexitarians) are happy to continue as they are, a significant number (7% of the nation, or around 3m people) do intend to stop consuming animal products.

But who are they, what are their motivations, and how can they be reached?

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Male 18-24 11%

Male 35-44 3%

Male 25-34 5%

Male 45-54 5%

Male 55+ 5%

Female 18-24 15%

Female 35-44 8%

Female 25-34 8%

Female 45-54 8%

Female 55+ 5%

% in each group that are somewhat or more likely to become vegan or vegetarian this year

% in each group that are somewhat or more likely to become vegan or vegetarian this year

15% of women aged between 18 and 24

are in this group

Yorkshire and outer London have the highest number of people intending to make the switch

Outer London 10%

Yorkshire and the Humber 10%

South West 9%

West Midlands 7%

National average 7%

East of England 7%

North West 6%

North East 6%

South East 5%

Inner London 5%

Wales 5%

Scotland 5%

East Midlands 4%

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They over-index as being students or working part-time…

…and as living with parents, friends or housemates

Full time student

Living with parent(s)

Living with friend(s) or housemate(s)

10%

15%

14%

vs 5% nat rep

vs 10% nat rep

vs 4% nat rep

Working part time

22%vs 15% nat rep

plan to have their first baby in the next year

are currently expecting a baby

9%

8%

vs 1% nat rep

vs 1% nat rep

They also over-index as expecting a baby compared with the general population.

Potential vegetarians

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Animal welfare is this group’s main concern (44%), followed by worries over the healthiness of processed meats (42%), and general health reasons (41%). Just over a third (35%) said their stance was due to environmental reasons.

Which, if any, of the following factors might encourage you to adopt a vegan/vegetarian diet? Please select all that apply.

*e.g. bacterial infection/food poisoning


Concerns over animal welfare

Concerns over the healthiness of processed meat products

General health reasons44% 42% 41%

Concerns over health risks related to meat/fish production*

Environmental reasons

Concerns over accuracy of meat/fish labelling

35% 35% 19%

Wanting to eat more cheaply18%

Animal welfare is top concern

Why are they giving up meat?


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This group tends to be more concerned with ethical and moral values than the general population.

Image is also important to them. More than half (53%) say they won’t leave the house without looking their best compared with 28% of all Brits.



I always make an effort to recycle96%

vs 82% nat rep

Restaurants should offer more vegan/vegetarian options

88%vs 53% nat rep

I like to know where my products were manufactured

65%vs 46% nat rep

I like to look out for where my products are made or grown

61%vs 43% nat rep

I make an effort to buy fair trade products71%

vs 35% nat rep

A meatless diet is the healthier option69%

vs 25% nat rep

I don’t mind paying more for organic food

57%vs 28% nat rep

I only buy products from companies that have ethics and values that I agree with

53%vs 27% nat rep

It is more ethical to be vegan/vegetarian

68%vs 30% nat

I sometimes feel guilty when consuming meat and dairy products

66%vs 25% nat rep

Meat-eaters and flexitarians intending to give up meat

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They are also more concerned with brands’ social views than the population as a whole. They think brands should get involved in social issues and are more likely to buy from a brand that does. However, they are also more likely to boycott a brand that holds a view they disagree with, so brands need to tread carefully with this audience.


Attitudes to brands and social issues

AGREE WITH THE STATEMENT

“If a brand holds a view I disagree with, I will stop buying from them”

61%vs 42% nat rep


“I like brands that are willing to get involved in societal issues”

52%vs 35% nat rep



“If a brand I like expresses a view I agree with in ads, I’m more likely to buy it“

50%vs 44% nat rep

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Use Instagram

Online*

40%

TV adverts

24%

How can brands reach this group?

This group stand out from the general population in their media and technology habits. They...

*including apps, social networks, websites, on demand TV services

They use Instagram for:

Over a quarter (27%) have used Amazon Prime in the last month compared to just 16% of the country as a whole.



Media, technology and advertising

Advertising channels that most grab their attention

Are early tech adopters22%vs 7% nat rep

Looking at or watching fun/entertaining content

22%vs 12% nat rep

Read magazines online 38%vs 17% nat rep

Keeping up-to-date with brands they like

20%vs 10% nat rep

Like to discover new musical artists before their friends

41%vs 17% nat rep

Sharing the things that they’re doing

21%vs 13% nat rep

52%vs 36% nat rep

Following interesting people/industry experts

19%vs 12% nat rep

Prefer to watch American rather than British TV shows

39%vs 18% nat rep

Keeping up-to-date with celebrities they like

21%vs 13% nat rep

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The rise of meat substitutes

Even among people who are not exclusively vegan or vegetarian, consumption of meat and dairy alternatives (such as Quorn and plant-based milks) is growing.

Rising numbers of vegans, vegetarians and flexitarians represent an opportunity for food manufacturers. But even among meat-eaters (excluding flexitarians) one fifth (22%) eat an animal product substitute at least once a month. This rises to more than half of flexitarians (51%) and 80% of pescatarians.

The data suggests that brands have a great opportunity to increase their market share among flexitarians: under a third (30%) use a meat or dairy substitute at least weekly.

*Please note that sample size in this chart is 45 vegans. All other samples are 100 minimum unless otherwise stated.

34%

25%

18%

7%

3%

47%

44%

47%

23%

11%8%

15%

20%21%

20%

9%

25%

52%

17%

9% 15%

1%

3%

1%

4%

6%

5%

How frequently, if at all, do you consume specifically meat-free or animal-free products such as meat alternatives or dairy substitutes?

Pescatarians are more likely to consume meat or dairy substitutes than vegetarians

Flexitarian

Meat-eater

Vegetarian

Pescatarian

Vegan

Daily Weekly Monthly Less often Never Don’t know

10%

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YouGov data can show the potential market size for a selection of meat substitute brands. Using the BrandIndex Consideration metric we can see who would consider buying each of these brands, and compare that figure with those who say they already are a recent customer. The difference between the two shows the potential market available.

Although the overall percentages are bigger for flexitarians, the potential growth in market size among meat-eaters is greater.

Flexitarian market opportunity

Meat-eater market opportunity

gap in market for Linda McCartney

amongst flexitarians is

c.975,000 people

14%

gap in market for Linda McCartney

amongst meat-eaters is c.2.3m people

6%

Consider Recent customer

Consider Recent customer

Tofoo

Tofoo

Cauldron

Cauldron

Linda McCartney

Linda McCartney

Wicked Kitchen

Wicked Kitchen

Quorn

Quorn

25%

13%

21%

10%

2%

1%

4%

1%

3%

2%

2%

1%

0%*

0%*

11%

8%

7%

4%

2%

0%*

Potential market size for meat alternative brands


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Quorn was one of the first brands to offer vegetarian versions of traditionally meat-based dishes, launching its mycoprotein-based products in the mid-1980s. It still has the largest share of the market.

In line with the rise in the number of vegetarians and vegans, Quorn’s brand health and consideration scores have risen in recent years and remain steady.

Spotlight on Quorn

Quorn’s brand health and consideration have increased over the past five years

Brand health Consideration

911

1213 12

1718

1921 21

2014 2015 2016 2017 2018

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Which diet is healthiest?

There is a lot of conflicting information about which diet is healthiest. One containing plenty of fruit and vegetables is widely considered to be beneficial, but the advice on meat consumption varies.

Unsurprisingly, the majority of people believe, no matter which dietary group they belong to, that they are a healthy eater themselves.

Vegans are most likely to believe this, with 95% considering themselves a healthy eater. Meat-eaters are least likely to agree with this statement, but more than half (54%) still believe their diet is nutritious.

Aside from those who eat meat, a 26 point gap exists between vegans and vegetarians who believe they are a healthy eater.

Vegan

95%

Flexitarian

74%

Vegetarian

69%

Pescatarian

62%

Meat-eater

54%

% agree with the statement: “I consider myself to be a healthy eater”

Most people think they eat healthily

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Which diet is healthiest?

When it comes to asking about meat specifically, it’s no surprise that 97% of vegans say that a meatless diet is the healthier option.

Vegetarians and pescatarians are less sure and flexitarians are fairly split: around two in five (42%) think that meat-free is the healthier way to live. Even among meat-eaters, 15% believe it’s better for your health to not eat meat.

Is meat good for you?

Vegan

97%

Vegetarian

84%

Pescatarian

73%

Flexitarian

42%

Meat-eater

15%

% agree with the statement: “A meatless diet is the healthier option”

Opinions on meat mainly reflect people’s own dietary habits

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Recipes and cooking from scratch

It makes sense that vegans have to think about food more than other groups as they are more restricted in what they can eat. Making choices is a more complicated process.

Vegans are most likely of all groups to say that food is “fuel and nothing more” but also most likely to have the attitude that “food is an important part of my life” (52%), reflecting that a variety of motivations drive people to the lifestyle choice.

Conversely meat-eaters are most likely to say they have no opinion on food, possibly because they can largely eat whatever they want. It seems that for vegans, while food is an important part of their life, it can be a chore for some.

Food is one of the most important things about my life

14% 15% 10% 9% 7%

Food is an important part of my life 42% 36% 37% 46% 52%

In general I like food, but it isn’t that important to my life

24% 31% 36% 26% 8%

There are only a few foods I like; in general I’m not that interested

4% 5% 6% 8% 7%

Food is fuel to me; nothing more 7% 6% 9% 6% 15%

I have no opinion on this really; I don’t think about food that way

7% 6% 2% 3% 2%

Meat-eater Pescatarian Flexitarian Vegetarian Vegan

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Vegans are most likely to cook from scratch, possibly because they have less choice when it comes to pre-packaged food. Half of flexitarians (50%) also say they cook from scratch most days.

Vegans are also most likely to say that they enjoy experimenting with new recipes. Again, this is most likely because they are open to finding alternatives to many “traditional” meat or dairy based foods. Flexitarians are also one of the more adventurous groups. This makes sense as they are the most likely to say that food is one of the most important things in their life (15%)

Vegan

Vegan

62%

89%

Flexitarian

Flexitarian

50%

72%

Vegetarian

Pescatarian

44%

72%

Meat-eater

Vegetarian

43%

68%

Pescatarian

Meat-eater

38%

58%

% who cook from scratch most days (or daily)

% agree

Vegans are most likely to cook from scratch

“I like to experiment with new recipes”

Cooking from scratch

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Recipe websites 42% 47% 49% 51% 50%

Cookbooks 38% 47% 54% 40% 21%

Friends and family 21% 24% 23% 24% 13%

Magazines 20% 23% 29% 17% 8%

TV programmes 15% 19% 21% 7% 22%

Social networks 15% 16% 22% 23% 26%

Cooking videos 11% 20% 14% 18% 26%

Newspapers 8% 10% 25% 6% 12%

Recipe box providers 3% 4% 0%* 6% 19%

Cooking classes 1% 3% 12% 0%* 3%


Recipe sources

In terms of where home cooks find their recipes, vegans are less likely to use traditional methods such as cookbooks and most likely to browse for food ideas online.



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Food concerns: what does each group care most about?

While certain food qualities – such as freshness – are important among all groups, attitudes differ for other characteristics. Pescatarians are much more likely to be concerned about salt levels and vegans worry most about protein content and whether food is in season.

Freshness 50% 58% 47% 45% 35%Sugar levels 39% 49% 41% 38% 28%Fat content 36% 43% 40% 24% 29%Calories 30% 39% 26% 26% 32%Salt levels 29% 33% 37% 23% 19%Free-range 25% 37% 45% 41% 12%That it’s British 21% 26% 23% 9% 11%Where the food comes from i.e. where it is grown, raised or reared

19% 32% 29% 24% 31%

The food is in season 15% 21% 25% 21% 29%Ethically farmed, e.g. line-caught fish 15% 33% 36% 35% 15%The product is locally sourced 15% 23% 15% 16% 15%

Fair-trade 13% 23% 29% 29% 27%Carbohydrate content 13% 18% 9% 11% 17%Red Tractor mark 11% 14% 5% 11% 6%Protein content 10% 11% 13% 11% 17%Organic 6% 16% 19% 24% 20%Allergen free 3% 5% 3% 11% 17%Gluten free 3% 5% 9% 6% 6%


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Conclusion

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.

This data represents a small proportion of YouGov’s data on dietary habits. Get in touch to learn more.

David EllisDirector+44 207 012 [email protected]

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Data collected in 2018 and January 2019 unless otherwise stated.

The tools behind the research

About the data

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Is the future of food flexitarian? · become vegetarian or vegan? Do flexitarians secretly want to...

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