Food consumption in the UK Trends, attitudes and drivers Camilla d’Angelo, Emily Ryen Gloinson, Alizon Draper, Susan Guthrie For more information on this publication, visit www.rand.org/t/RR4379 Published by the RAND Corporation, Santa Monica, Calif., and Cambridge, UK © Copyright 2020 RAND Corporation R® is a registered trademark. RAND Europe is a not-for-profit research organisation that helps to improve policy and decision making through research and analysis. RAND’s publications do not necessarily reflect the opinions of its research clients and sponsors. Limited Print and Electronic Distribution Rights This document and trademark(s) contained herein are protected by law. This representation of RAND intellectual property is provided for noncommercial use only. Unauthorized posting of this publication online is prohibited. Permission is given to duplicate this document for personal use only, as long as it is unaltered and complete. Permission is required from RAND to reproduce, or reuse in another form, any of its research documents for commercial use. For information on reprint and linking permissions, please visit www.rand.org/pubs/permissions. Support RAND Make a tax-deductible charitable contribution at www.rand.org/giving/contribute www.rand.org www.randeurope.org iii Preface What we eat has big implications for our Food, Environment and Rural Affairs (Defra) health, our society and the environment. and was delivered by RAND Europe. Understanding these trends, what drives RAND Europe is a not-for-profit research them and how we can change consumption organisation that aims to improve policy and practices through interventions is crucial to decision making in the public interest, through inform policy. This report provides a review of research and analysis. RAND Europe’s clients consumer attitudes and practices to food in the include European governments, institutions, UK in support of the work of the Department non-governmental organisations and firms for Environment, Food and Rural Affairs (Defra) with a need for rigorous, independent, on food production and consumption. The multidisciplinary analysis. review presents evidence on: (1) the main trends related to consumer food practices For more information about RAND Europe or and attitudes; (2) the drivers of consumption this document, please contact: (e.g. the role of information or food system Dr Susan Guthrie (Associate Director) actors); (3) interventions that can influence RAND Europe food consumption practices; and (4) personal Westbrook Centre, Milton Road, differences between groups, or ‘food publics’, Cambridge CB4 1YG across the trends, drivers and interventions. United Kingdom The report provides a summary of the existing Tel. +44 (1223) 353 2579 evidence and gaps in the evidence. The study Email: [email protected] was commissioned by the Department for v Summary Introduction and objectives of the The study approach consisted of a rapid study evidence assessment (REA). REAs are similar to systematic reviews, in taking a robust and What we eat has big implications for our health, replicable approach to searching and reviewing our society and the environment. Understanding the literature. However, the scope and coverage these trends, what drives them and how we of literature is restricted using a range of can change consumption practices through criteria that can be adjusted in response to the interventions is crucial to inform policy. The aim volume of literature identified, enabling them to of this study is to provide an overview of the be conducted within a more limited timeframe. existing evidence in four main areas: The focus of this study was on identification of existing evidence and evidence gaps within • The trends related to consumer food high-quality, primarily academic literature from practices and attitudes, and to the changing the last ten years. The methods and approach food environment (e.g. out-of-home sector1, for this study are summarised in detail in online retail models) in the UK. Annex A. • The drivers of consumption (e.g. the role of information or food system actors). Consumption trends – which • Interventions that can influence food foods are people consuming, consumption practices. where and how? • The differences between groups, or ‘food What people consume still falls short of dietary publics’, across the trends, drivers and guidelines. While diets are slowly changing, interventions (i.e. segmentation). people are generally not meeting the standards This report provides evidence around these recommended for a healthy diet in the UK or questions and identifies areas of uncertainty internationally (Figure 1). The UK population where more evidence is required and, based continues to consume too much saturated fat on this, suggests a number of priority areas for and not enough fruit, vegetables and fibre. action and further research. 1 The ‘out-of-home’ sector has been defined as any outlet that provides food or drink that has been prepared and is ready for immediate consumption (Department of Health and Social Care, 2018). This includes restaurants, cafes, takeaways and any online businesses that sell food for takeaway or home delivery. vi Food consumption in the UK Figure 1 Food consumption trends in the UK in relation to dietary guidelines No change/reduction Reduction Reduction Reduction in fruit and vegetable in red meat in sugar in salt consumption consumption consumption consumption Source: RAND Europe analysis. Downward facing arrow indicates a reduction. Bidirectional arrow indicates no change. Colour of arrows indicates relationship with existing dietary guidelines: red indicates the change is against the desired direction; amber indicates there has been no change; and green indicates a change in the desired direction. These trends are based on analysis over the last ten years. There are socio-demographic differences The out-of-home food environment is in the consumption of a healthy diet. Low increasingly common. There has been an socio-economic status (in terms of education increase in the consumption of food outside level, work status and income) is the single the home. The importance of the out-of-home most consistent risk factor for an unhealthy environment is facilitated by digital technology diet. There are also various other factors and the expansion of online food delivery that influence consumption, such as age and platforms, particularly new players such as gender; however, the evidence for these is less Deliveroo and Uber Eats. This trend, which is strong or mixed, and studies are not always predicted to increase, has negative implications adequately controlled. Despite these socio- for the consumption of a healthy diet since demographic differences, diets remain on food outside the home tends to be less healthy. average unhealthy across all groups. Some individuals care about the origin, The channels through which consumers sustainability and ethical production standards purchase food are diversifying. The physical of their food. Some individuals are increasingly food environment is becoming increasingly socially conscious, particularly in terms of diverse and fragmented, particularly in terms the ethical, environmental and social impacts of the channels through which individuals of their food choices. There has been an purchase food. Individuals are increasingly increase in the sales of ethical and sustainable shopping for food online and using food produce, such as Fairtrade and RSPCA delivery services (e.g. vegetable boxes, Hello Assured products. However, total sales are low, Fresh and Amazon Fresh). Although total use representing only 11 per cent of all household of online channels currently remains low, this is food purchases. Some consumers also a trend that is predicted to increase. increasingly care about the provenance of their vii food and production methods, but this mainly conducting research on food preferences and relates to certain food groups (e.g. meat) and drivers of food practices is the ‘value-action the evidence is unclear. However, it is likely that gap’, whereby individuals do not necessarily act most consumers are unaware of the social in line with their stated beliefs. Box 1 provides and environmental consequences of their a summary of the trends in food consumption consumption and how this impacts on wider and attitudes reviewed in the literature. issues. Moreover, a common challenge when Box 1 Summary of UK trends in food consumption and attitudes to food reviewed in the literature Trend 1: What people consume still falls short of dietary guidelines • UK consumers are generally not meeting the standards recommended for a healthy diet. • There have been reductions in salt, sugar, and red and processed meat consumption but consumption of fruit, vegetables and fibre has shown little or no change. Trend 2: The channels through which consumers purchase food are diversifying • Although UK consumers continue to buy food from large supermarkets, other forms of retailer, including mini supermarkets, have increased in popularity. • The online grocery market is increasingly important, leading to an increase in supermarket home delivery and other forms of home delivery (e.g. vegetable boxes, Hello Fresh and Amazon Fresh). Trend 3: The out-of-home food environment is increasingly common • There has been significant growth in the consumption of food outside of the home, and the proportion of individuals eating out on a regular basis is predicted to increase in the UK. • The importance of