The latest Grocery Eye Report reveals a rise in special diets among UK households alongside increased meat consumption, highlighting changing health priorities and economic factors.
Shifting Dietary Trends in the UK: Household Diets and Preferences Evolve
According to Savanta’s Q2 2024 Grocery Eye Report, which monitors consumer behaviour on a quarterly basis, UK households are increasingly accommodating a variety of special diets. The report indicates that nearly one-third (31%) of all households are now catering for at least one meat-reducing diet, such as vegetarian (11%), flexitarian (11%), and vegan (5%) diets. Other dietary requirements commonly found in UK households include halal (6%), low sodium (5%), and keto (4%).
Contrary to the trend of meat reduction, the report highlights a notable increase in meat consumption, with 13% of households reporting that they are eating more meat compared to the previous year—a rise of five percentage points. This shift coincides with a significant decrease in people citing cost as a reason for cutting their meat intake, with the figure dropping from 49% in 2023 to 36% in 2024, as food prices have stabilised.
An intriguing aspect of the report is the changing priorities in health considerations among consumers. Over the past year, concerns about sugar content, fat content, and calorie content in food choices have noticeably diminished. Sugar content, which was a top concern for 38% of consumers in 2023, is now a priority for just 30%. Similarly, concern over fat content has decreased from 33% to 27%, and calorie content has become less significant, dropping from 27% to 21%.
In contrast, there is a growing interest in gut health and immunity-boosting products, with 41% of respondents showing an inclination towards foods that support these health aspects. This indicates a broader shift in the health priorities of UK consumers, moving away from traditional metrics like calories and fat, towards holistic health considerations.
Julie Vigne, a senior director at Savanta, commented on these findings: “In just a short amount of time, there has been a sea change in the UK’s approach to dietary requirements such as meat reduction, with nearly half of all households catering to at least one person with a ‘special’ diet. That’s not to say people are no longer eating meat—it looks like with costs finally stabilising for households that those who do like meat are eating more of it than last year.”
This research is part of Savanta’s ongoing Grocery Eye report, which has been tracking consumer behaviour trends since 2014. Conducted quarterly, the survey includes 500 UK nationally representative shoppers, accounting for factors such as age, geography, and affluence.
Moreover, the Grocery Eye report encompasses the tracking of four resilience groups, which are defined by socio-economic attitudes. This classification goes beyond simple demographic data, offering deeper insights into consumer resilience amidst economic downturns.
The report’s findings underscore the dynamic nature of consumer preferences and dietary behaviours in the UK, reflective of broader trends in health consciousness and economic stability. As households continue to adapt to new dietary requirements and evolving health priorities, these insights offer valuable perspectives on the future of food consumption in the UK.