This report is an analysis of Britain’s dietary habits and attitudes to meat consumption

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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