Understanding consumer eating habits is crucial for food, beverage and lifestyle companies that are navigating the landscape of dietary choices and seeking to engage people who follow specific diets.
Recent YouGov Self-serve research in the US and Great Britain offers valuable insights into what people typically eat, the special diets/restrictions they adhere to and what motivates them to eat.
The data also take a close look at the views of vegans and vegetarians, particularly when it comes to whether or not they find it difficult to follow their diets. Let’s dig in!
Eating habits in the US and Great Britain
The ways we eat are shaped by health trends, cultural influences and personal preferences. Here’s what we found out about consumers’ eating habits in the US.
Across the Atlantic, British consumers are a meat-eating majority (67%). Let’s get a taste for what else they eat.
Special dietary preferences
Beyond general eating habits, YouGov Self-serve research also revealed the special diets that people follow including those commonly due to allergies and intolerances. These “free-from” groups reveal the biggest types of ingredients people try to limit or avoid.
What motivates vegetarian and vegan diets?
We looked at the “why” behind people in the US and Great Britain choose to embrace vegetarian and vegan diets. These motivations speak to the values and beliefs that vegan/vegetarian consumers hold and can help brands connect to these audiences on a deeper level.
Ethical considerations stand at the top of the list, with three-quarters (75%) of vegans/vegetarians in Great Britain saying animal welfare motivates their current eating habits. In the US, two-fifths (43%) of vegans/vegetarians also say animal welfare plays a role in why they eat what they eat.
Environmental impact is another ethical factor behind veganism and vegetarianism. Half (54%) of vegans/vegetarians in Great Britain and 36% of that audience in the US say they want to reduce or limit their environment footprint through their food choices.
Weight loss and healthier eating are two other popular reasons why people choose a vegan or vegetarian diet. For these individuals in Great Britain, 45% want to eat healthier and positively impact their overall health while 25% would like to lose weight. Similar shares of vegans/vegetarians in the US indicate their eating habits are motivated by aspirations to eat healthier (40%) and lose weight (36%).
When does being vegan/vegetarian get tough?
The research also explores the challenges people face while following their vegan or vegetarian diets. Situations such eating while on a vacation or holiday are where it's toughest for vegans/vegetarians in the US and Great Britain (41% and 40% respectively.)
Social gatherings at people’s homes also present a difficult challenge for these groups (34% in the US and 27% in Great Britain). Many also point to restaurants and cafes as places where it is difficult to accommodate their eating habits (38% in the US and 24% in Great Britain).
Even at home, 7% of British vegans/vegetarians say it’s difficult to follow their diet. The share who says this is especially pronounced in the US, where 32% of vegans/vegetarians find it difficult to adhere to their diet at home.