Transitioning to a flexitarian diet: Exploring barriers and enablers of non-animal protein consumption in UK families

Other investigators

To be announced

Description

Population-level transition to a diet that is plant-rich and lower in animal-based foods (e.g. meat) is important for combating climate change, and can improve dietary health. However, many people are unwilling to reduce their meat consumption, with only 14% of UK adults reporting to follow a flexitarian diet (focused primarily on non-animal protein while consuming animal protein in moderation). Working with Marlow Foods (Quorn; the UK’s leading non-animal protein brand), this project explores barriers and enablers to consuming non-animal protein (like grains, pulses, and mycoprotein) in UK families. To date, research has focused on barriers and enablers of non-animal protein consumption in adults without considering the people they purchase food for and eat food with, especially children. In the UK, there are over 4.85 million families with children who report eating together every day. Informed by Patient and Public Involvement, we will conduct a mixed-methods project. Quantitative (Study 1) and qualitative (Study 2) data will be collected in parallel to explore why families in the UK may or may not choose to purchase and consume non-animal protein, particularly examining whether these reasons differ when parents eat with their children compared to when eating alone or with other adults.

Project keywords

(1) Non-animal protein (2) Flexitarianism (3) Consumer acceptance (4) Parent-child interaction

Outputs

To be announced

Email contact

Alice.porter@bristol.ac.uk