We shine a spotlight on positive action by people, business and government. We highlight where more needs to be done to accelerate less and better meat and dairy consumption.
Two ways we track change are:
- Surveying accessibility of less and better. We survey retailers and food service providers on less and better food service providers. We have carried out research looking at how they are responding to the demand for ‘less and better’ meat and dairy. Our latest survey of ready meals in the top UK supermarkets shows that they aren’t serving the demand for healthier plant-based options, and the meat used as an ingredient in ready meals is falling short on animal welfare and provenance.
- Surveying public opinion and behaviour. We regularly track public opinion about ‘less and better’ meat and dairy. Our 2017 YouGov survey found that change is happening. 44% of British people are willing or already committed to cutting down on meat or cutting it out from their diet, confirming the major trend towards flexitarian eating habits. Young people in particular are more interested than ever in eating less meat, making this a generational shift.