FSA consumer survey, conducted by Ipsos, reveals appetite for healthy and sustainable diets

Since 2020, Ipsos has been running the FSA’s flagship consumer survey, Food and You 2. Research from the survey, published by the Food Standards Agency reveals the highest level of public confidence in food safety recorded since the start of the project.

14.04.26

The Wave 11 survey, conducted between May 2025 and August 2025, majority of respondents have made changes to their diet for either health or sustainability reasons. Three-quarters of respondents (75%) said they had made at least one change to their eating habits for health reasons in the previous 12 months.

Other highlights from the report include:

Confidence in food safety and the accuracy of food labelling remains high with 94% of respondents reporting that they were confident that the food they buy is safe to eat, and 86% being confident that the information on food labels is accurate.
Across England, Wales, and Northern Ireland, 79% of respondents were classified as food secure and 21% of respondents were classified as food insecure. Meanwhile, 5% of respondents reported that they had used a food bank or other emergency food provider in the last 12 months.
Across all waves, almost 8 in 10 respondents reported that they always cook food until steaming hot and cooked all the way through, with 76% reporting this in Wave 11.
Around 9 in 10 respondents, across all waves (92% in Wave 11), reported that they would never eat chicken or turkey when it is pink or has pink juices.

Resources

Report: https://www.food.gov.uk/research/food-and-you-2/food-and-you-2-wave-11-key-findings
Technical report: https://www.food.gov.uk/research/food-and-you-2/food-and-you-2-wave-11-key-findings#technical-report
Data: https://www.food.gov.uk/research/food-and-you-2/food-and-you-2-wave-11-key-findings#data-tables
News story: https://www.food.gov.uk/news-alerts/news/fsa-survey-reveals-publics-growing-appetite-for-healthier-and-more-sustainable-food-choices

Technical Note

Fieldwork for Food and You 2: Wave 11 was conducted between 19 May 2025 and 7 August 2025, and a total of 5,898 adults from 4,215 households across England, Wales, and Northern Ireland took part.

The Food and You 2 survey is an official statistic and measures self-reported knowledge, attitudes and behaviours related to food safety and other food topics.

The survey uses a 'push-to-web’ methodology in which participants are invited to take part by post and are provided with the option to complete the survey online or on paper. This methodology allows us to collect robust data using a random probability sampling approach.

The author(s)

Claire Bhaumik

Public Affairs

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