Is the future of food flexitarian? - YouGov analysis of Brits' dietary habits and attitudes to meat consumption
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Is the future of food flexitarian? YouGov analysis of Brits’ dietary habits and attitudes to meat consumption
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
2Introduction
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.
3Diet
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.
The vast majority of Brits eat meat
Which, if any, of these best describes your usual eating habits?
73% 14%
Meat-eater Flexitarian
eat meat and/or poultry mixed diet,
mainly
vegetarian
and eat meat
occasionally
3% Pescatarian
eat fish but do not eat
meat or poultry
3% Vegetarian
do not eat any meat, poultry,
game, fish or shellfish
1%
3% Vegan
Other do not eat dairy
products, eggs, or any
other animal product
3%
Don’t know
4Diet demographics
Who is most likely to follow which diet?
Setting aside the 73% who consider themselves “traditional” meat-eaters, we explore the
demographic breakdowns for the other dietary groups, including flexitarians.
Age and gender
Young women are most likely to limit the amount of meat they eat
Flexitarian Pescatarian Vegetarian Vegan
Female 18-24 18% 7% 4% 3%
Female 25-34 17% 3% 7% 3%
Female 35-44 14% 4% 6% 2%
Female 45-54 17% 4% 3% 1%
Female 55+ 18% 3% 2% 1%
Male 18-24 10% 4% 6% 1%
Male 25-34 14% 4% 4% 2%
Male 35-44 8% 2% 3% 1%
Male 45-54 12% 2% 2% 0%*
Male 55+ 9% 2% 1% 0%*
*Rounded to the nearest full percentage
5Diet demographics
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
Flexitarian Pescatarian Vegetarian Vegan
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%
*Rounded to the nearest full percentage
6How many meat-eaters
are planning to become
vegetarian or vegan?
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.
More than two thirds of flexitarians are actively
trying to cut down on meat
“I am actively trying to reduce my meat consumption”
Definitely agree Tend to agree Neither agree or disagree
Tend to disagree Definitely disagree
Meat-eaters Flexitarians
8% 12%
27% 23%
18% 15%
9% 5%
46%
38%
7How 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.
On the whole, meat-eaters are not intending to change their diet
How likely, or unlikely, are you to become fully vegetarian in the next 12 months?
Very likely Likely Somewhat likely
Not very likely Not at all likely
1%
Meat-eater 2% 17% 79%
0%*
2%
Flexitarian 5% 18% 40% 35%
How likely, or unlikely, are you to become fully vegan in the next 12 months?
Very likely Likely Somewhat likely
Not very likely Not at all likely
1% 1%
Meat-eater 5% 93%
0%*
1%
Flexitarian 6% 24% 68%
1%
*Rounded to the nearest full percentage
8How many meat-eaters are planning to
become vegetarian or vegan?
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?
9How many meat-eaters are planning to
become vegetarian or vegan?
Profile: Meat-eaters and flexitarians who intend to give up meat
15% of women aged between 18 and 24 Yorkshire and outer London
are in this group have the highest number of
people intending to make the
% in each group that are somewhat or more likely
to become vegan or vegetarian this year
switch
% in each group that are somewhat
or more likely to become vegan or
vegetarian this year
Female 18-24 15%
Outer London 10%
Female 25-34 8%
Yorkshire and
the Humber 10%
Female 35-44 8% South West 9%
Female 45-54 8% West Midlands 7%
National average 7%
Female 55+ 5%
East of England 7%
North West 6%
Male 18-24 11%
North East 6%
Male 25-34 5% South East 5%
Male 35-44 3% Inner London 5%
Wales 5%
Male 45-54 5%
Scotland 5%
Male 55+ 5% East Midlands 4%
10How many meat-eaters are planning to
become vegetarian or vegan?
Profile: Meat-eaters and flexitarians who intend to give up meat
They over-index as being students or working part-time…
10%
vs 5% nat rep
22%
vs 15% nat rep
Full time student Working part time
…and as living with parents, friends
or housemates
Potential vegetarians
They also over-index
as expecting a baby
15%
vs 10% nat rep
compared with the
general population.
Living with parent(s)
9%
vs 1% nat rep
14%
vs 4% nat rep
plan to have their first
baby in the next year
Living with friend(s)
or housemate(s) 8%
vs 1% nat rep
are currently expecting
a baby
11How many meat-eaters are planning to
become vegetarian or vegan?
Profile: Meat-eaters and flexitarians who intend to give up meat
Why are they giving up meat?
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.
Animal welfare is top concern
Which, if any, of the following factors might encourage you to
adopt a vegan/vegetarian diet? Please select all that apply.
Concerns over
44% Concerns over
animal welfare 42% the healthiness
of processed
meat products
41% General health
reasons
Concerns
Concerns over
over health
35% risks related
to meat/fish
35% Environmental
reasons 19% accuracy of
meat/fish
labelling
production*
18% Wanting to eat
more cheaply
*e.g. bacterial infection/food poisoning
12How many meat-eaters are planning to
become vegetarian or vegan?
Profile: Meat-eaters and flexitarians who intend to give up meat
This group tends to be more concerned with ethical and moral values than the general
population.
Meat-eaters and flexitarians intending to give up meat
96% I always make an effort to
recycle
88% Restaurants should offer
more vegan/vegetarian
options
vs 82% nat rep vs 53% nat rep
71%
vs 35% nat rep
I make an effort to buy fair
trade products 69%
vs 25% nat rep
A meatless diet is the
healthier option
68% It is more ethical to be
vegan/vegetarian
66% I sometimes feel guilty
when consuming meat
vs 30% nat vs 25% nat rep and dairy products
65% I like to know where
my products were
manufactured
61% I like to look out for where
my products are made or
grown
vs 46% nat rep vs 43% nat rep
I only buy products from
57% I don’t mind paying more
for organic food
53% companies that have
ethics and values that I
vs 28% nat rep vs 27% nat rep agree with
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.
13How many meat-eaters are planning to
become vegetarian or vegan?
Profile: Meat-eaters and flexitarians who intend to give up meat
Attitudes to brands and social issues
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.
61% 50% 52%
vs 42% nat rep vs 44% nat rep vs 35% nat rep
AGREE WITH THE STATEMENT AGREE WITH THE STATEMENT AGREE WITH THE STATEMENT
“If a brand holds a view I “If a brand I like expresses “I like brands that are
disagree with, I will stop a view I agree with in ads, willing to get involved in
buying from them” I’m more likely to buy it“ societal issues”
14How many meat-eaters are planning to
become vegetarian or vegan?
Profile: Meat-eaters and flexitarians who intend to give up meat
Media, technology and advertising
How can brands reach this group?
This group stand out from the general
population in their media and technology
habits. They... They use Instagram for:
22% Are early tech adopters 22% Looking at or watching
fun/entertaining content
vs 7% nat rep vs 12% nat rep
41% Like to discover new
musical artists before their 21% Sharing the things that
they’re doing
vs 17% nat rep friends vs 13% nat rep
39% Prefer to watch American
rather than British TV
shows
21% Keeping up-to-date with
celebrities they like
vs 18% nat rep vs 13% nat rep
38% Read magazines online 20% Keeping up-to-date with
brands they like
vs 17% nat rep vs 10% nat rep
52% Use Instagram 19% Following interesting
people/industry experts
vs 36% nat rep vs 12% nat rep
Advertising channels that most grab their attention
40%
Online* Over a quarter
24% (27%) have used
Amazon Prime in
TV adverts the last month
compared to just 16% of
the country as a whole.
*including apps, social networks, websites, on demand TV services
15The 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.
Pescatarians are more likely to consume meat or dairy
substitutes than vegetarians
How frequently, if at all, do you consume specifically meat-free or
animal-free products such as meat alternatives or dairy substitutes?
Daily Weekly Monthly
Less often Never Don’t know
1%
Vegan 34% 47% 17%
3%
Vegetarian 25% 44% 9% 5% 15%
1%
Pescatarian 18% 47% 15% 9% 10%
4%
Flexitarian 7% 23% 21% 20% 25%
3%
Meat-eater 8% 11% 20% 52% 6%
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.
16The rise of meat substitutes
Potential market size for meat alternative brands
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.
14%
gap in market for
Linda McCartney
Flexitarian market opportunity amongst
Consider Recent customer flexitarians is
c.975,000 people
25%
21%
11%
7%
4% 2% 3%
2% 2% 0%*
Quorn Linda Wicked Tofoo Cauldron
McCartney Kitchen
6%
gap in market for
Meat-eater market opportunity Linda McCartney
amongst
Consider Recent customer meat-eaters is
c.2.3m people
13% 10%
8%
4% 1% 0%* 1% 1% 2% 0%*
Quorn Linda Wicked Tofoo Cauldron
McCartney Kitchen
*Rounded to the nearest full percentage
17The rise of meat substitutes
Spotlight on Quorn
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.
Quorn’s brand health and consideration have increased
over the past five years
Brand health Consideration
21 21
19
18
17
13 12
12
11
9
2014 2015 2016 2017 2018
18Which diet
is healthiest?
There is a lot of conflicting information about
which diet is healthiest. One containing plenty of
Most people think they
fruit and vegetables is widely considered to be eat healthily
beneficial, but the advice on meat consumption
varies. % agree with the statement: “I
consider myself to be a healthy eater”
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-
95%
eaters are least likely to agree with this statement, Vegan
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. 74%
Flexitarian
69%
Vegetarian
62%
Pescatarian
54%
Meat-eater
19Which diet is healthiest?
Is meat good for you?
Opinions on meat mainly
reflect people’s own
dietary habits
% agree with the statement:
“A meatless diet is the healthier option”
97%
Vegan
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
84%
flexitarians are fairly split: around two in five Vegetarian
(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.
73%
Pescatarian
42%
Flexitarian
15%
Meat-eater
20Recipes 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.
Meat-eater Flexitarian Pescatarian Vegetarian Vegan
Food is one of the
most important things 14% 15% 10% 9% 7%
about my life
Food is an important
part of my life 42% 36% 37% 46% 52%
In general I like food,
but it isn’t that 24% 31% 36% 26% 8%
important to my life
There are only a few
foods I like; in general 4% 5% 6% 8% 7%
I’m not that interested
Food is fuel to me;
nothing more 7% 6% 9% 6% 15%
I have no opinion on
this really; I don’t think 7% 6% 2% 3% 2%
about food that way
21Recipes and cooking from scratch
Cooking from scratch
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 most likely to cook
from scratch
% who cook from scratch most days (or daily)
Vegans are also most likely to say that they
enjoy experimenting with new recipes.
62% Vegan
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
50% Flexitarian 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%)
44% Vegetarian
“I like to experiment with
43% Meat-eater new recipes”
% agree
38% Pescatarian
89% Vegan
72% Flexitarian
72% Pescatarian
68% Vegetarian
58% Meat-eater
22Recipes and cooking from scratch
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.
Meat-eater Flexitarian Pescatarian Vegetarian Vegan
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%
*Rounded to the nearest full percentage
23Recipes and cooking from scratch
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.
Meat-eater Flexitarian Pescatarian Vegetarian Vegan
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 19% 32% 29% 24% 31%
grown, raised or reared
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%
24Conclusion
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 Ellis
Director
+44 207 012 6000
david.ellis@yougov.com
25About the data
The tools behind the research
YouGov Plan and Track
YouGov’s Plan & Track service combines the detailed audience segmentation power of Profiles
with the brand tracking capabilities of BrandIndex. It helps clients understand and target key
consumer segments, track the effectiveness of advertising, marketing and public relations
strategies and campaigns, and measure brand perception on a continuous basis. All of this
data is collected in the YouGov Cube, our connected data set which holds over 260,000 data
variables collected from over 300,000 YouGov panellists in the UK.
YouGov RealTime
YouGov RealTime research provides survey results as soon as the next day from our industry-
leading omnibus and targeted research services, with live reporting on some services for an
even quicker read on results. Whether you’re looking for domestic or international research,
YouGov’s vast, engaged and highly profiled panel enables you to reach consumer and
business audiences at a fraction of the cost of a typical ad-hoc study.
YouGov Custom
YouGov Custom Research engagements leverage cutting-edge research and analytic
techniques with an eye for assessing the economic impact of your actions. Our industry
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including consumer products and retail channels, financial services, luxury goods, technology,
education, public policy, and more.
Data collected in 2018 and January 2019 unless otherwise stated.
26info@yougov.com | +44 (0) 20 7012 6000 | www.yougov.com
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