New polling reveals appetite for less meat and support for nature-friendly farming

Sustain alliance member Eating Better has published its latest Public Attitudes Survey, exploring how people across the UK think about food.

The survey, carried out by YouGov, found that 54% of people are willing to reduce their meat consumption, while almost a quarter (24%) have already reduced the amount of meat they eat over the past year.

It also found a significant number of people (76%) are concerned about the impact of climate change and nature loss on our food system. This extends beyond people already considering changing their diets, with 60% of those not willing to reduce their meat consumption were nevertheless concerned about climate change and nature loss. Younger respondents (18–24 year olds) were found to be more concerned (88%).

Food affordability matters

The survey found affordability remains central to people’s food choices, finding it is the main factor people consider when deciding what food to buy.

Eating Better found cost is both a rationale to eat less meat, but also a barrier to people to reduce their intake. For example, people willing to cut meat to save money may swap or substitute with more affordable plant proteins such as beans and pulses. However, plant-based meat alternatives are often more expensive than the cheapest meat, meaning these are a barrier.  24% respondents said saving money would be their primary reason for eating less meat, whereas 15% said the price of meat-free alternatives is a barrier to reducing their intake.

The results also found that despite almost a quarter of people reporting they would cut down on the amount of meat they eat to save money, lower earning households are typically remain less willing or less able to reduce their meat consumption than households with more financial flexibility.

Support for farmers

The polling found the public are supportive of measures to help farmers. When asked what actions they would most like the government to take,

• 43% supported direct support for farmers to improve animal welfare and environmental standards
• 35% believe future trade deals should have assessments on the impact on UK farming, health, animal welfare and the environment.

More than three in four named either supermarkets (41%) or the Government (36%) as responsible for ensuring affordable access to food.

Turning insight into action

The findings show the importance of making healthy and sustainable food more affordable and accessible, while supporting farmers to produce food in ways that protect climate and nature.

Rebecca Sunter, Interim Executive Director, Eating Better, said:

“The public have felt rising food prices and the effects of a changing climate this year, and they see that the two are connected. People want affordable food, produced in a way that protects nature, by farmers who are properly supported.

“They are also clear that supermarkets and the Government hold the responsibility to make healthy, sustainable food the easy and affordable choice for everyone. This year’s results highlight that we urgently need a joined-up food strategy that puts people, farmers and nature first.”

Sustain and Eating Better are calling for a joined-up approach to food policy that puts people, farmers, and the environment at its heart through a Good Food Bill.

Find out more about why we need a Good Food Bill