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Government data showed that from March 2021 to March 2022, people in the UK consumed less meat than at any point since records began in the 1970s. The average Brit ate 854g a week, down 14% since 2012.
The trend is thought to be driven by the cost of living crisis, Covid-19 and broader lifestyle changes.
Not all meats are equal here though: In the preceding decade, ‘carcass meat’ consumption (including beef, pork and lamb) fell by 26%, while chicken and other meat products fell by 11%.
The data also shows a drop in Britons’ takeaway meat consumption in 2021-22, with people eating fewer burgers, kebabs and meat pies than at any point since the 1980s.
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.