Food & Health Alliance

The survey was conducted by GfK NOP, with over 3,000 interviews being conducted between 9 October and 5 November 2008 across the UK.

What influences people’s eating habits?

People are eating out less and buying fewer luxury items as a result of the recession. The survey showed that 30% of the public had changed their behaviour to search out special offers, and 29% were buying fewer luxury items. Around a quarter were eating out less or having fewer takeaways, and a similar number were buying value brand foods.

Eating in vs. eating out

Eating food that is healthy (60%) is the most important consideration when people are deciding what to eat at home, followed by value for money (55%), and what the family/main shopper likes (49%).

However, in general, people were less discriminating when buying food to eat outside the home. The four main criteria were: price/value for money (47%), what they like/what the family likes (43%), eating food that is healthy (40%), and food hygiene/risk of food poisoning (36%).

Three-quarters of those interviewed (73%) had made at least one change over the previous six months to make their diet healthier. Women (78%) were more likely than men (68%) to have made changes. The most common changes were trying to eat more fruit and vegetables (35%) and drink more water (34%). 

How does Scotland compare to the UK results?

Overall, results for Scotland were very similar to the UK as a whole. However, Scots are more likely to take into account what the family likes when deciding what to buy to eat at home (64% compared to the UK average of 49%), and more people in Scotland had made a change to their diet in the last six months (79% compared to 73%).