Abstract
Retailers can play an important role in facilitating a transition to sustainable diets in the UK. They have been implementing strategies aimed at helping customers make healthier choices and are now considering how to broaden this to include sustainability, which is a live discussion in the UK retail sector. Focusing on ‘less and better’ meat and dairy as a core component of sustainable diets, this study investigates retailer perceptions of sustainable diets and their strategies and challenges to provide and promote customer purchasing of ‘less and better’ meat and dairy. Results from a series of semi-structured interviews with senior health and sustainability professionals within the UK retail sector indicate that retailers have a diverse understanding of sustainable diets that seldom includes ‘less and better’ meat and dairy. Retailers are adopting a range of different strategies linked to ‘less and better’ meat and dairy – from improving the sustainability of their meat and dairy supply chains to influencing customer purchasing through ‘nudge’ interventions. While strategies related to ‘better’ meat and dairy are being adopted, no retailer is implementing interventions focused on reducing purchasing of meat products. The promotion of sustainable diets is seen by some retailers as a way of positively engaging with customers and improving brand loyalty, but there are external barriers to reducing purchasing of meat and dairy products that are beyond the direct control of the retailer.