A summary of the top five food trends shaping our food choices in the UK over the next decade. The analysis includes new research conducted by ICM.

1. The five key trends shaping
our food choices in the UK
over the next decade
June 2016

2. Introduction
The following forecasts are based on our analysis of prevailing
socio-economic trends, expert interviews & an ICM poll of 2,000
16+ UK consumers conducted in February 2016.
The research was commissioned originally on behalf of World
Meat Free Day.
The statistics referenced in this presentation are from the ICM
poll unless otherwise stated.

3. Five consumer food trends
1. The end of excess
2. An app-etite for technology
3. Food gets political
4. Redefinition of ‘good’ parenting
5. Eating sustainably as a public act

4. 1. The end of excess
Sobriety is the new cool and all forms of eating & drinking
excess will become less socially acceptable.
51% of adults are
trying to cut sugar
out of their diet
33% of adults are
actively choosing to
eat less meat
56% of adults are
actively choosing to
eat less saurated fat
49% of adults would
never go on a date
with someone who
is obese
61% of adults ‘would
never go on a date
with someone who
drinks heavily’

5. 2. An App-etite for technology
People will increasingly use mobile technology to arm
themselves with real-time information to make
personal choices about the food that they buy and eat.
35% of 16-24s agree that ‘by
2025 smart technology will
ensure that all of the food we eat
is both healthy for us and
produced in environmentally
sensitive ways’.
Over 40% of UK smartphone users
have used their device in a store –
to compare prices, check product
features and find deals - rising to
56% of 18-24 year-olds. comScore
2015

6. 3. Food gets political
The government’s laissez-faire approach to food policy
will weaken. Taxation (broadly supported by the public)
will be used to encourage positive changes in eating
behaviour.
40% of Britons agree that
‘unhealthy foods should
be heavily taxed’ by 2025
37%
29%
23%
12%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Fast food restaurants Home delivered
take-aways
Processed meat Red meat
Agree with imposition of new tax of 5-10%

7. 4. Redefinition of ‘good’ parenting
Increased social pressure/criticism will influence
parenting food decisions
36%
32%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Not give confectionery to their
children as a snack or a reward
Not give hamburgers or
sausages to their children at
family mealtimes
What is bad for you? (Agree with statement)
By 2025, good parents will generally …

8. 5. Eating sustainably as a public act
Public figures will lead the way in declaring that they
are actively moderating their eating behaviour for the
sake of the environment e.g. eating less meat
54% of adults (rising to 61% of
16-24s) agree that ‘there is more
that I personally could do to help
protect the environment’
36% of adults agree that ‘a meat-
free diet or one where we eat
less meat is better for the
environment’ (48% of 16-19 year
olds)

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