Protein in context: Exploring the content and context of meat-free and meat-based eating occasions among UK adults

In light of the need to reduce reliance on meat, advancing a protein transition requires a clearer understanding of how different protein sources are embedded in everyday eating. This study explored both the content and context of eating occasions among UK adults who identified as omnivores or flexitarians (N = 1,212). 24-h dietary recall data was used to capture both the foods and beverages consumed, along with their associated situational, temporal, and social factors. Results showed that 19.1 % of dinners (i.e., evening meals) and 39.5 % of lunches were meat-free (defined here as meatless occasions containing either vegetarian protein or low protein), compared to >80 % for breakfast and snacks. Meat-free occasions were generally consumed with fewer components that typically lend compositional structure to main meals—such as potatoes and vegetable sides. Meat-free vegetarian protein occasions were more often consumed with habitual breakfast items like cereal and milk, while meat-free low protein eating occasions often lacked structure altogether and contained discretionary (e.g., sweets and salted snack) foods. Compared to meat-based occasions, meat-free vegetarian protein occasions more frequently occurred at breakfast, and meat-free low protein occasions more frequently occurred as snacks. Both were commonly consumed at home, alone, and in short durations. These findings reveal that what people eat, as well as how, when, and with whom they eat it, are all important elements of the everyday realities of protein consumption—offering valuable insights for efforts to support the protein transition.