Is the Future of Food Flexitarian?

YouGov’s latest report analyses Brits’ dietary habits and attitudes to meat consumption, examining the growing trend of ‘flexitarianism’.

Vegetarianism and veganism are becoming more and more mainstream, with an increasing choice of meat-free options available in restaurants and supermarkets. However, most of the population still consume meat and dairy products.

Flexitarians are somewhere in the middle: while they consume meat occasionally, their diet is mainly plant-based.

This paper looks at how cooking habits and attitudes to food differ between those who eat meat and those who don’t. It also explores whether flexitarianism is a temporary stepping stone on the journey to a meat-free diet or a lifestyle choice on its own.

The data also reveals how brands can capitalise on the rise of diets free from animal products.

We would like to communicate with you regarding the products and services of our Marketing & Creative brands, that may be of interest to you. As well as Marketing Week, these brands include Creative Review, Design Week and the Festival of Marketing. If you do NOT want to receive these marketing communications, please email You can update your details and marketing preferences at any time by visiting your My Account page.