We use cookies where necessary to allow us to understand how people interact with our website and content, so that we can continue to improve our service.
We only ever receive anonymous information, and cannot track you across other websites.
View our privacy policy
Research conducted as part of Climate Outreach’s Britain Talks Climate work shows clear differences between segments of the UK population in terms of their opinions and preferences around food and climate change.
For instance, ‘Progressive Activists’ (vocal, passionate and politically active, but despairing about how the Government has tackled climate change) are the only segment to show majority support for reducing their meat and dairy intake as a personal step on climate change. They were also the only segment in favour of taxing meat and dairy products.
On the other hand, ‘Backbone Conservatives’ (patriotic, conservative and optimistic, skeptical of symbolic lifestyle changes and deeply caring about food, farming and the rural economy) showed limited interest in reducing their own meat and dairy intake. They showed very little enthusiasm for vegetarianism and none for veganism. However, they are positive towards ‘common sense’ ethical actions such as buying local, eating seasonally, reducing food waste and supporting British farmers.
‘Disengaged Battlers’ (broadly supportive of the need to tackle climate change, but feel unrepresented and are too busy surviving day-to-day to give environmental issues more of their attention) show strong support for penalising brands that use excessive or difficult-to- recycle plastic packaging (76%), and for setting targets for supermarkets to reduce food waste (80%).
Four years of CAST polling data shows trends among different audiences. Older age groups, men and those who lean Centre or Right politically are generally less willing to reduce their meat consumption. No clear pattern was found for income or rural vs urban residents.
According to Climate Change Committee’s (CCC) latest carbon budget, a range of low-carbon choices will form part of a “balanced pathway” towards net zero – with food and diet changes making “smaller, but important contributions” to this transition. Household low-carbon choices contribute to one-third of emissions reduction in 2040, while a shift in average meat and dairy consumption are anticipated to make up 6% of these household emissions reductions. The CCC note that:
“By 2040, 25% of meat (30% of red meat) and 20% of dairy is replaced with lower-carbon foods, compared to 2019 consumption levels”
Drawing on evidence from a Citizens’ Panel, which was convened as part of the report, the CCC found that:
Interestingly, much of the news coverage of the Carbon Budget focused on diet shifts, despite a greater emphasis on other measures. (Electrification and low-carbon electricity supply make up the largest share of emissions reductions in the CCC’s pathway – 60% by 2040).
A three-month online research and engagement project conducted by Hubbub worked with 175 UK homeowners (followed by polling of 501 UK homeowners) to understand how to support UK households in the transition to net zero.
On diets and food, the work found people’s motivations involve a mix of considerations about health, costs and taste. Health was the biggest priority when it came to diet, but people also reported cutting down on meat due to increased costs.
When it came to tackling food waste, the expert advice and engagement offered to households helped to drive meaningful changes. By engaging in the project, 75% (130) of 175 Household participants said they felt more confident about reducing and preventing food waste at home.
More widely, the work suggests that further measures are needed to enable households to buy more loose fruit and vegetables, and increase the range of vegetarian choices available; while in terms of communication and engagement, the report suggests there is a need reframe meat reduction more positively.
What’s the public appetite for climate-friendly food choices?
Making sense of public opinion on sustainable food and diet changes in 2025 – from willingness and perception gaps, to policies and public engagement.