10 things we learned from the Good Food Nation 2024 survey

Discover our top air-fryer recipes:

Air-fryer baked potatoes
Air-fryer chicken breasts
Air-fryer salmon
Air-fryer bacon
Air-fryer steak

2. Sustainability is on everyone's mind

Many Brits want to be more sustainable, with 29% willing to change their eating habits for the sake of the planet. However, 32% see cost as a major barrier, showing the challenges of making sustainable choices more affordable.

With so much talk around sustainability, it can be tricky to separate fact from fiction or know where to begin with making more eco-friendly choices. That's why we've created a handy sustainability glossary featuring expert explanations of key terms related to environmental issues and ethical eating – helping you stay informed.

You'll also find useful guides on understanding your carbon footprint, ways to drink sustainably, ways to eat out sustainably and why eating sustainably is good for your health. Worried about cost? Our seasonal calendar and budget recipes make the most of what’s available, reducing waste and keeping air miles to a minimum.

3. Energy-saving appliances are growing in popularity

Air-fryers aren’t just popular for convenience, their lower energy use is a major draw, contributing to their rise as a greener alternative to conventional ovens.

The rising cost of living has made it more critical than ever to cook efficiently, especially as energy and gas bills have soared. For practical tips and tricks, check out our helpful guide on energy-efficient cooking, and don’t miss our Cook Smart podcast episode dedicated to making your kitchen habits more eco-friendly.

4. Meat is still a regular part of our diets

Despite growing conversations around plant-based diets, 19% of Brits still eat meat daily – on average, people eat meat four days a week.

Explore our expert health guides to determine if a vegan diet is better for the environment, whether a vegan diet is a healthy choice and discover the benefits and tips for following a vegetarian lifestyle.

Check out some of our plant-based collections and guides:

15 plant-based riffs on classic dishes to help lower your meat intake
Vegan breakfast recipes
Lower your carbon calories with these flavourful vegan recipes
Vegetarian dinner recipes
The most popular vegan recipes

5. Food waste is a work in progress

Encouragingly, 26% of respondents say they never throw away food during a typical week, with almost half of this group preferring to make another meal with leftovers. However, food waste is still an issue for many, as 19% said they threw away food that could still be eaten.

Cut down on food waste with our collection of freezable recipes, perfect for saving leftovers for those busy days when cooking feels like a challenge. You’ll also find plenty of tips and tricks on how to reduce food waste. Plus, if you download our Good Food app, don’t miss the podcast episode featuring Max La Manna, sharing his mission to reduce food waste.

6. Most people are aware of ultra-processed foods

Ultra-processed foods (UPFs) have dominated health headlines in the past 12 months, and our survey results showed that over three-quarters of people (77%) are aware of the term 'ultra-processed foods'. Gen X respondents were the most likely to understand the term (78%), whereas people over 78 surveyed are the least likely (71%).

To discover more about this trending topic, read our guides on what are ultra-processed foods, plus the 10 worst UPFs and the ultra-processed foods that are actually good to eat.

7. Taste is still a barrier to sustainable eating

While many are keen to embrace more sustainable habits, 20% of people say taste is a key reason for not fully committing to eco-friendly eating.

Contrary to the belief that only a vegan diet is sustainable, our research into the top sustainable foods reveals that grass-fed beef can still be part of the mix. So, if you're a meat lover, there are smart swaps you can make to reduce your carbon footprint without giving up meat entirely.

8. The microwave and toaster still reign supreme

Despite the rise of newer appliances like the air-fryer, the microwave (75%) and toaster (77%) remain the most used kitchen gadgets.

Discover inspiration for how to make the most of your microwave:

Quick & easy microwave recipes
Microwave recipes
How to cook with a microwave
Microwave baking recipes
Vegetarian microwave recipes

9. Rice cookers are less popular than you'd think

Only 16% of households own a rice cooker, indicating that some appliances haven’t captured the British imagination quite like others.

Check out our review piece if you want advice on the best rice cookers for making perfectly fluffy grains.

10. Sustainable packaging matters

Nearly a quarter (24%) of respondents are more likely to purchase a product if it comes in sustainable packaging, showing the growing influence of eco-friendly options on consumer choices.

Check out our helpful guides on how to reduce food packaging waste, reduce, reuse and recycle your plastic packaging and the pieces of food packaging to avoid.

The research was conducted by Censuswide, among a sample of 2,003 General Consumers (nationally representative). The data was collected between 2 August and 5 August 2024. Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. Censuswide is also a member of the British Polling Council.