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Research commissioned by the Food Standards Agency and Food Standards Scotland, suggests that people in the UK find it difficult to ‘juggle’ competing drivers of food choices (for example price, value, budget, convenience, health, environment, ethics and so on). Price often wins out in decision making, leading many to make uncomfortable compromises.
While many aspired to a more environmentally friendly diet, barriers such as price, a lack of trusted information; and feeling that the problem was ‘too big’ to make a difference – often undermined these goals.
And on a day-to-day basis, people tended to prioritise their immediate needs and concerns: ensuring the food they ate was safe and as healthy as it could be within their budget.
Despite this, some actions, such as reducing food waste and packaging waste, were areas where people felt they had more power to take action.
Alongside this, many people did not trust that key food decision-makers have the public’s best interests at heart. They felt that food businesses and the Government prioritise profit over people.
The public wanted decision-makers to support both their immediate needs and to protect the long-term interests of people and planet.
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.