Almost half of Brits eating less meat: survey

Meal-kits and home-cooked meals are also seen as growing dining trends.

43% of Brits, 52% of which are aged 36 to 45 years old said that they are eating less meat than they used to, according to a survey by I-AM.

“Veganism used to be positioned as a ‘clean’ or healthy option to lure in non-vegans at least, but as more and more people are switching to plant-based diets, guilt-free indulgencies are needed to serve audiences as plant-based diets go mainstream,” Pete Champion, I-AM Group partner and creative strategy director, said.

They noted the growing consumption of food in meal-kits with a third of the respondents have revealed that they do it for at least once a week. 54% cited that they can learn new recipes with meal kits while 40% said that it is a less wasteful option.

The survey also mentioned that 49% are cooking at home, which is another growing trend.

“Though word of mouth is still the strongest form of marketing, as consumers are more able to make quality dishes at home through meal-kits their loyalty is shifting to delivery and subscription services. Consumers are increasingly searching for more novel and highly experimental experiences with food and drink that they can’t produce at home, Champion continued.