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)

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