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The five key trends shaping our food choices in the UK
over the next decade
June 2016
Introduction
The following forecasts are based on our analysis of prevailing socio-economic trends, expert interviews & an ICM poll of 2,000 16+ UK consumers conducted in February 2016.
The research was commissioned originally on behalf of World Meat Free Day.
The statistics referenced in this presentation are from the ICM poll unless otherwise stated.
Five consumer food trends
1. The end of excess
2. An app-etite for technology
3. Food gets political
4. Redefinition of ‘good’ parenting
5. Eating sustainably as a public act
1. The end of excess
Sobriety is the new cool and all forms of eating & drinking excess will become less socially acceptable.
51% of adults are trying to cut sugar
out of their diet
33% of adults are actively choosing to
eat less meat
56% of adults are actively choosing to eat less saurated fat
49% of adults would never go on a date with someone who
is obese
61% of adults ‘would never go on a date with someone who
drinks heavily’
2. An App-etite for technology
People will increasingly use mobile technology to arm themselves with real-time information to make personal choices about the food that they buy and eat.
35% of 16-24s agree that ‘by 2025 smart technology will
ensure that all of the food we eat is both healthy for us and
produced in environmentally sensitive ways’.
Over 40% of UK smartphone users have used their device in a store – to compare prices, check product features and find deals - rising to 56% of 18-24 year-olds. comScore 2015
3. Food gets political
The government’s laissez-faire approach to food policy will weaken. Taxation (broadly supported by the public) will be used to encourage positive changes in eating behaviour.
40% of Britons agree that ‘unhealthy foods should
be heavily taxed’ by 2025 0%
10%
20%
30%
40% 37%29%
23%12%
Agree with imposition of new tax of 5-10%
4. Redefinition of ‘good’ parenting
Increased social pressure/criticism will influence parenting food decisions
0%10%20%30%40% 36% 32%What is bad for you? (Agree with statement) By 2025, good parents will generally …
5. Eating sustainably as a public act
Public figures will lead the way in declaring that they are actively moderating their eating behaviour for the sake of the environment e.g. eating less meat
54% of adults (rising to 61% of 16-24s) agree that ‘there is more that I personally could do to help
protect the environment’
36% of adults agree that ‘a meat-free diet or one where we eat less meat is better for the environment’ (48% of 16-19 year olds)
For more information:[email protected]