Ipsos MORI asked consumers across 28 countries what their current diet is, and the length of time they have been making these dietary choices. We found that the omnivorous diet is the most common diet globally (73%). We also looked at the period of time people have followed their current diet, and found that the majority of omnivores have followed the diet for more than two years, whereas vegetarianism is often a new diet.
In the UK, we found some small demographic differences in diet preferences. For example, females are more likely to follow a vegetarian diet compared to males. We also found that the older population are more likely to be omnivorous, whereas the younger population are more likely to follow a meat free diet.
The report is focused around the UK market, however, we have also included some of the more interesting global data. Regional variations include North Americans being significantly more likely to follow an omnivorous diet (82%), Latin Americans being significantly more likely to follow a flexitarian diet (21%), and Middle East Africans being significantly more likely to be pescatarian (5%) compared to other regions.