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This report presents findings drawn from qualitative remote ethnography research with 24 UK participants conducted during July and August 2021, plus nine peer-to-peer interviews conducted by main sample participants with their friends and family.  This research aimed to build on existing evidence in this area to fill gaps and provide an up-to-date snapshot of UK public experiences. Areas of focus included:  Motivations for dietary choices Any gaps between consumer intention and behaviour Trade-offs and contextual differences (e.g. in vs. out-of home behaviours) The roles of specialist diets, substitution approaches, alternatives and ‘imitations’, locally/UK sourced meat and dairy, socio-demographics, culture and family Impact and role of food labelling and terminology The sample represented a range of variables including age, gender, nationality (England, Wales, Northern Ireland), urbanity/rurality, lifestage and household composition - and dietary profile (carnivore, ‘cutting down,’ vegetarian, vegan).  This report was informed by an evidence review by the University of Bath on the factors underpinning the consumption of meat and dairy among the general public.

Psychologies of Food Choice: Public views and experiences around meat and dairy consumption