Background Humans exhibit an innate liking for sweet taste, but the extent of liking and most preferred concentration can vary across individuals and populations. To explore some of this variation, this study replicated previous work from the Netherlands (NL), in a United Kingdom (UK) sample. Methods UK adults (18–35 years, 18.5–30 kg/m2) (N = 29) were demographically matched to the NL sample (N = 28). Participants evaluated six sweet-tasting foods — two flavours of beverage, custard and cake, classified as familiar or unfamiliar; liquids, semi-solids or solids. Each test food was presented at five sweet taste concentration levels, served in a randomised, blinded order. Primary outcomes were liking (0−100), preference (ranked 1–5) and most preferred sweet taste concentration; secondary outcomes were familiarity and perceived sweet taste intensity. Results Response-pattern analyses with linear mixed ANOVA included data from both samples (N = 57). Liking scores were comparable between populations (main effect: χ2(1) = 0.11, p = 0.74), although differences were found at the lowest and highest sweet taste concentrations (t(124) = 2.04, p = 0.04; t(124) = −2.35, p = 0.02). Familiar foods were more liked than unfamiliar foods (t(1635) = 7.86, p < 0.001). Solids foods were more liked than semi-solids and liquids (χ2(2) = 88.93, p < 0.001). Preference rankings (main effect: F(1,5490) = 0.13, p = 0.72) differed between populations at all sweet taste concentrations (t(53.2) = −4.62, p < 0.001) except the lowest (t(53) = 1.87, p = 0.06). Most preferred sweet taste concentration level did not differ between populations (Fisher's Exact; p = 0.38). Conclusions In general, our main effects suggest similarities between UK and Dutch participants, but subtle differences based on sweet taste concentration, methodology used and product-specific characteristics underscore context-dependent variability.

Abstract Purpose Orthorexia Nervosa (ON) is characterized by an obsessive preoccupation with eating foods perceived as healthy or clean. Despite growing research interest, risk factors and underlying motivations for ON remain poorly understood. This study examined demographic factors, psychological correlates, and dietary motivations associated with ON symptomatology, building on McComb and Mills' (2019) theoretical model. Methods Participants (N = 697) completed validated measures of ON, alongside assessments of demographic factors (age, gender, socioeconomic status, dietary means), psychological variables (perfectionism, obsessive–compulsive symptoms, perceived control, perceived vulnerability to disease, past eating disorder diagnosis), and dietary motivations (thinness, health, cleanliness, muscularity, feeling mentally well). Results Three dietary motivations: desires to be thin, healthy, and clean were significantly associated with ON symptoms across both measures. Perfectionism (specifically perfectionistic striving) and obsessive–compulsive symptoms (particularly the 'washing' subscale reflecting contamination concerns) emerged as the strongest psychological predictors of ON symptomatology. Demographic variables (age, gender, socioeconomic status) were not associated with ON symptoms, although lower perceived dietary means was associated with higher ON symptomatology. Results were largely replicated using both ON scales. Conclusion ON appears driven by perfectionist striving and contamination-related obsessive–compulsive symptoms, alongside complex motivations that extend beyond health to also include thinness and cleanliness concerns. These findings suggest that ON represents a convergence of multiple motivational domains and highlights potential targets for intervention, including perfectionism-based and exposure–response prevention approaches adapted from obsessive–compulsive disorder and eating disorders treatments. Level of evidence Level V, based on a descriptive study.

This study aimed to identify barriers and facilitators to reducing free sugar intakes while participants were in the process of attempting to do this. Sixty-two adults with free sugar intakes >5% total energy intake; participants in a randomised controlled trial examining the effects of three different dietary recommendations versus control for reducing free sugar intakes were interviewed at either 1, 2, 4, 8, or 12 weeks after receiving their recommendation. Data were analysed using thematic analysis and framework analysis based on recommendation received, time for change, and success in reducing free sugar intakes at 12 weeks. Thematic analysis revealed seven interactive themes leading to dietary change: ‘Is it possible?’; ‘Power of knowledge’; ‘Personal balance and empowerment’; ‘Habitual approach’; ‘Realities of life’; ‘Extensive awareness and viewpoint’; and ‘Proof and impact’. Framework analysis revealed greater knowledge, including knowledge related to practical solutions, in intervention groups compared to control; greater intentions and expectations at the start of the process, followed by increasing or decreasing engagement and satisfaction over time, with noticeable physical and subjective proof occurring from 4 weeks; and active engagement, with growing confidence and motivation in those who ended the trial having reduced their free sugar intakes compared to more passive attitudes in those less successful. Our findings demonstrate clear variation in barriers and facilitators to reducing free sugar intakes throughout the process, dependent also on recommendation received and individual orientation. Suggestions for improving free sugar intake reduction can be offered based on these differences.

Background: Self-reported hunger and desire to eat are frequently measured in relation to food consumption, with differences between responses sometimes reported, suggesting subtle differences between the two concepts. This study sought to investigate potential differences between self-reports of hunger and desire to eat in association with desire-to-consume foods differing in taste, macronutrient content and usual consumption context. Methods: On 1 to 4 occasions, 172 participants completed questionnaire measures of hunger, desire to eat and desire to consume 60 different commercially-available foods of sweet and savoury tastes, varying in carbohydrate, fat and protein content, that are usually consumed both as part of a meal or as a snack. Results: Using regression analyses for clustered data (338 questionnaire responses from 172 individuals), strong correlations were found between self-reported hunger and desire to eat (Beta = 0.82, p < 0.01). Hunger ratings were also positively associated with desires for savoury high-protein meal items (Beta = 3.471, p = 0.02), while desire to eat ratings were positively associated with sweet high-carbohydrate and high-fat meal items, such as cakes and desserts (Beta = 4.182, p = 0.02), and negatively associated with sweet high-carbohydrate snack items, such as fruit and candy (Beta = -3.809, p = 0.03). Conclusions: These findings suggest that, although hunger and desire to eat are closely related, they are individual concepts, and can be distinguished by desire-to-consume differing foods based on taste and macronutrient content. The specific foods further suggest associations between self-reported hunger and biological need, and between self-reported desire to eat and hedonic or emotional desires.

Non-nutritive sweeteners (NNSs) are consumed to reduce intake by providing a sweet taste with little to no energy. Despite regulatory approval and extensive use, uncertainty remains about their long-term role in weight management and health, and about whether exposure to sweet taste itself, independent of energy, influences these outcomes. This narrative review synthesizes evidence from three recent European consortia: SWEET, SWITCH and Sweet Tooth, which together provide complementary data from acute, short- and long-term randomized controlled trials. The studies examined the effects of NNSs and dietary sweet taste exposure on body weight, health-related biomarkers, sweet taste preference, and eating behavior. Across studies, replacing sugars with NNSs appeared to support weight loss maintenance, while NNS consumption and dietary sweet taste exposure showed no adverse changes in body weight, glucoregulatory and endocrine biomarkers, cardiometabolic risk factors, gut microbiota, or liver enzymes. Likewise, neither NNS use nor different dietary sweet taste exposure altered sweet taste liking, appetite sensation, energy intake, or food choice. However, interpretation should consider the characteristics of the included studies, including selected populations, intervention context, outcome heterogeneity, and the fact that several behavioral and biomarker outcomes were secondary or exploratory. Overall, the reviewed evidence suggests that replacing sugar intake with NNSs may support weight management strategies, while differences in habitual dietary sweet taste exposure per se appear largely neutral with respect to health-related biomarkers and sweet taste preferences.

ABSTRACT Free sugar intakes are currently higher than recommended for health, yet effective strategies for reducing consumption are yet to be elucidated. This work investigated the effects of different dietary recommendations for reducing free sugar intakes, on relevant outcomes, in UK adults consuming >5% total energy intake (TEI) from free sugars. Using a randomized controlled parallel-group design, 242 adults received nutrient-based (N=61), nutrient- and food-based (N=60), nutrient-, food- and food-substitution-based (N=63) or no (N=58) recommendations for reducing free sugars at a single timepoint, with effects assessed for the following 12 weeks. Primary outcomes were free sugar intakes as a percentage of TEI (%FS) and adherence to the recommendations at week 12. Secondary outcomes included TEI, diet composition, sugar-sweetened and low-calorie-sweetened food consumption and anthropometry. In Intention-to-Treat analyses adjusted for baseline measures, %FS reduced in intervention groups (%FS change =-2.5 to -3.3%) compared to control (%FS change =-1.2%) (smallest B=-0.573, p=0.03), with effects from week 1 until week 12, and no differences between interventions (largest B=0.352, p=0.42). No effects of intervention were found in dietary profiles, but change in %FS was associated with change in %TEI from non-sugar carbohydrate (B=0.141, p<0.01) and from protein (B=-0.171, p=0.02). Body weight was also lower at week 12 in intervention groups compared to control (B=-0.377, p<0.05), but associations with %FS were weak. Our findings demonstrate benefit from dietary recommendations for reducing free sugar intakes in UK adults. Limited advantages were found for the different dietary recommendations, but variety may offer individual choice. Trial Registration: Clinicaltrials.gov: NCT04816955, registration date: 24.03.21.

Authoritative public health agencies, like the WHO, recommend reducing dietary sweetness to lower sweet liking, and thereby indirectly lowering sugar and energy intake. However, data on an association between sweetness liking and sugar/sweet food intake are inconsistent. Moreover, sweetness liking can be measured in various ways, and the agreement between methods is unclear. Baseline data from the Sweet Tooth study (n = 178) were used to evaluate the agreement between three different measures of sweetness liking and their association with sugar and sweet food intake. Sweetness liking was assed by: 1) psychohedonic sweetness functions, 2) sweet liker phenotype, and 3) self-reported sweet / fat-sweet preference. Sugar and sweet food intake were assessed via 24-h recall and a FFQ assessing the consumption of food groups based on taste (TasteFFQ). On a group level, the three sweetness liking measures showed similar results; sweet liker phenotype showed higher liking of high sweetness levels (F(2,175) = 27.9, p < .001), and higher preference for sweet and fat-sweet foods (sweet: chi(2)(2) = 16.2, p < .001, sweet-fat: chi(2)(2) = 24.8;p < .001). Self-reported preferences for sweet foods were associated with intake of simple sugars (chi(2)(1) = 6.10, p = .014), energy (chi(2)(1) = 5.82, p = .016), and sweet foods (chi(2)( 1) = 5.05, p = .025). Neither the psychohedonic functions, sweet liker phenotype nor self-reported fat-sweet preferences were associated with sugar and/or sweet food intake (all p > .05). These findings suggest that, while sweetness preferences can be measured using different approaches, high sweetness liking has only a limited relationship with actual sugar and sweet food intake. These findings challenge the assumption that preferences for sweet tastes drive high intakes of sweet foods and sugars. Ethical approval for the involvement of human subjects in this study was granted by METC-WU, ABR nr. NL72134,10/05/20.

PurposeConsumption norms describe an individual’s perception of what or how much most other people typically eat. While gendered consumption norms are well known, consumption norms linked to other demographic variables are yet to be reported. This study aimed to investigate which food consumption norms in relation to gender, age and income are currently held by the UK population. A secondary research objective was to investigate whether these consumption norms were held equally across people in different age groups and genders within the sample population.Design/methodology/approachA sample of 498 adults participated in an online survey composed of statements on consumption patterns based on gender, age and income for nine foods (e.g. red meat) and five meal patterns (e.g. take-away meals). E.g. “Men tend to eat more red meat than women.” Participants reported their agreement/disagreement with these statements.FindingsThe results indicate that participants have perceived consumption norms that are associated with gender, age and income. Lower energy-dense foods and smaller meal patterns were generally associated with females, older persons and individuals with a higher income. In contrast, more energy-dense foods and meal patterns were generally associated with males, younger adults and individuals with a lower income. These consumption norms were held consistently across the population sample.Originality/valueTo the best of our knowledge, this is the first explicit demonstration of food consumption norms based on age and income.

BACKGROUND:Impaired fasting glucose (IFG) is considered a preclinical stage of type 2 diabetes. L-arabinose is a sucrase inhibitor that interferes with sucrose breakdown and has been shown to lower glycemic and insulinemic responses in healthy individuals. However, its effects in individuals with IFG are unknown. OBJECTIVES:This study aims to assess effects of L-arabinose on glycemic responses after the consumption of sucrose-rich foods in individuals with IFG. METHODS:Eighteen adults [4 females, 14 males; age 73 ± 4 y; body mass index 27.5 ± 2.4 kg/m2] with IFG participated in a double-blind, randomized, cross-over trial. Participants received 10% w/w L-arabinose (treatment) in a 550 mL sucrose drink or a sucrose-only drink (control). Blood glucose and insulin were measured before and ≤180 min post consumption. After this, participants consumed a 2-day controlled diet with sucrose-rich (9-10 en%) meals and snacks, preceded by a 15% w/w L-arabinose supplement or no L-arabinose (control). Continuous glucose monitoring (CGM) assessed glycemic variability throughout the trial. RESULTS:A single treatment of 10% w/w L-arabinose significantly reduced glucose peaks (-14%) and insulin peaks (-30%), with delays of 10 and 32 min, respectively. CGM also revealed significant reductions in variability compared with control value: standard deviation (-25%), coefficient of variation (-24%), and mean amplitude of glycemic excursions (-26%). However, no effects on glycemic variability were observed during the controlled diet. CONCLUSIONS:A single treatment of L-arabinose to a sucrose-rich drink reduced insulin and glucose responses in individuals with IFG, but this effect did not extend to a sucrose-rich diet containing complex meals and snacks. TRIAL REGISTRATION NUMBER:https://onderzoekmetmensen.nl/nl/trial/27001.

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Aspartame (L-α-aspartyl-L-phenylalanine methyl ester) has been implicated in increased risk of several chronic health conditions, yet underlying mechanisms remain unclear. The objective of this work was to systematically identify and summarize all controlled intervention studies investigating the effects of aspartame consumption on glucose, insulin, and appetite-related hormone responses. Five academic databases, 4 trial registries, and additional resources were searched until June 2024. Search hits were screened, in duplicate, for intervention studies of aspartame compared with comparator, which assessed glucose, insulin, and/or any other appetite-regulating hormone. Results were tabulated, and meta-analyses run where ≥10 studies with similar methodology were found. Risk of bias (RoB) was assessed using RoB-2. Certainty of the evidence was assessed using Grading of Recommendations Assessment, Development, and Evaluation. One hundred one articles were identified, detailing 100 experiments: 79 acute (≤1 d), 8 medium term (2-30 d), and 13 long term (>30 d). Experiments involved healthy adults, individuals with aspartame sensitivity, and individuals with compromised glucose metabolism, varied widely in aspartame provision and comparator/s, and although almost all assessed glucose and/or insulin responses, few experiments investigated other appetite-regulating hormones. Meta-analyses (acute cross-over studies) revealed few effects of aspartame on blood glucose/insulin compared with vehicle or low-calorie sweeteners (LCS), and lower blood glucose/insulin concentrations compared with sugars, other carbohydrates, or other nutritive elements. Over the medium term and longterm, few effects of aspartame were found, and high heterogeneity between studies remained. Similar effects were found in other populations, and other outcomes, with few adverse events. RoB assessments suggested "some concerns" for the majority of studies. The certainty of the evidence for all outcomes in all populations was judged to be "very low." Our findings suggest little to no effects of aspartame consumption on glucose metabolism over the short term or the long term. Further studies over the long term, assessing a range of appetite-regulating hormones and comparing aspartame with other LCS, would be of value. This study was registered in PROSPERO as CRD42024540781 on April 29, 2024.

BACKGROUND:Three studies investigated 'achievable' and 'relevant' elements of a fruit and vegetable (FV) consumption goal. Study 1 compared more/less achievable goals ('Eat 1 more … ' vs 'Eat 5 … ') and no goal on FV outcomes and potential mechanisms. Study 2 investigated more/less achievable and more/less relevant goals (' … for current benefit' vs ' … for future benefit') on FV outcomes and mechanisms. Study 3 examined the goals of Study 2 in a real-world setting. METHODS:Studies 1 and 2 used independent-groups designs, involving 127 and 226 participants, respectively. FV outcomes were intentions to consume FV, immediate FV selection and subsequent FV consumption. Variables studied as potential mechanisms included perceived ease of goal, perceived importance of FV, various attitudes and motivations. Study 3 used a mixed-design involving 10 canteens and 21 4-week FV purchasing assessment periods. RESULTS:In Study 1, FV consumption was greater after both goals compared to no goal. No differences were found between goals, but FV consumption was positively associated with perceived ease of goal. In Study 2, FV selection and consumption were greater following the more achievable ('Eat 1 more … ') goals. Several additional variables were also associated with FV outcomes. In Study 3, FV purchasing was greater during goal display, with no differences between goals. No effects of goal relevance were found. CONCLUSIONS:Our findings demonstrate increased FV consumption when goals are provided compared to no goal. Some benefit was also found from goals that were more achievable or perceived to be easier.

The World Health Organization (WHO) currently recommends reducing free sugar intakes for health benefits(1). Appropriate strategies to achieve these recommendations for the general public, however, remain unclear. While the WHO target is based on nutrients(1), food-based guidelines are currently recommended for public health(2), and practical advice in the form of food substitutions may facilitate dietary change(1,2).Recommendations for reducing free sugar intakes based on nutrients (N, N = 61), nutrients and foods (NF, N = 60), and nutrients, foods, and food substitutions (NFS, N = 63) were recently investigated in a large randomized controlled trial(3). As a percentage of total energy intake (TEI), free sugar intakes reduced over 12 weeks following all three types of dietary advice, resulting in mean (s.e.) reductions of: Group N: 2.5 (0.8) %TEI; Group NF: 3.3 (0.8) %TEI; and Group NFS: 3.1 (0.7) %TEI; compared with no change (1.2 (0.8) %TEI) in the control group (N = 58). Few differences between the three different types of advice however, were found. The pilot study presented here aimed to extend this original study through the additional investigation of three different types of dietary advice based on food substitutions.For this pilot study, a total of 72 UK adults with >5%TEI from free sugars at baseline, were randomized to receive dietary advice to reduce free sugar intakes by: a) replacing sweet high-sugar foods with sweet-tasting low-sugar alternatives, e.g. fruit and low-calorie sweeteners (Group ST, N = 24); b) replacing sweet high-sugar foods with non-sweet-tasting low-sugar alternatives, e.g. herbs, spices and nuts (Group T, N = 24); and c) replacing sweet high-sugar foods with plain lowsugar alternatives, e.g. plain rice-cakes (Group NT, N = 24). The advice was based on current NHS guidance and provided once. Participants were then followed for 4 (and 12) weeks, and betweengroup differences were investigated.Free sugar intakes reduced in all three groups over 4 weeks (F(1,69) = 26.17, p<0.01), with effect sizes comparable to those in the original study (mean (s.e.)): Group ST: 2.4 (1.2) %TEI; Group T: 3.8 (1.3) %TEI; Group NT: 3.3 (1.2) %TEI. No differences were found between groups (F(2,69) = 0.56, p = 0.61). Similar results were also found in a subset of participants who continued in the study for 12 weeks (N = 29) (F(1,26) = 12.38, p<0.01; group x time interaction F(2,26) = 1.07, p = 0.39) (mean (s.e.)): Group ST: 2.3 (0.7) %TEI; Group T: 5.2 (1.3) %TEI; Group NT: 2.3 (1.2) %TEI.Our findings confirm those of the original study – that the provision of dietary advice to reduce free sugar intakes can result in reduced free sugar intakes in willing volunteers, but the exact nature of the advice provided seems less important.

Despite dietary guidance in over 90 countries and resources like the UK’s Eatwell guide, most individuals do not adhere to or achieve dietary aims(1,2). Specifically in the UK, population intakes of free sugars remain above the <5% recommendation, at around ∼10% of total energy intakes(3). To improve adherence to messages such as ‘reducing free sugars’, it may be helpful to identify barriers and facilitators to adherence whilst individuals attempt to modify their dietary patterns.Participants were randomly selected from a randomised controlled trial investigating the effects of three different types of advice to reduce free sugars vs control on reducing free sugar intakes(4). A semi-structured interview explored barriers and facilitators to dietary adherence. Covariate adaptive randomisation ensured equal interviews at all timepoints across the 12-week study period and from participants in each trial arm. Data were analysed using framework analysis(5).Sixty-two interviews were conducted across a 12-month period between 2021-2022. Seven themes for barriers and facilitators to recommendation adherence, encompassing 14 subthemes, were identified: 1) Proof and impact; 2) Realities of life; 3) Personal balance and empowerment; 4) Habitual approach; 5) Is it possible?; 6) Extensive awareness and viewpoint; and 7) Power of knowledge. Emergent themes sit within a context where individuals were challenged to reduce their intakes of free sugars and/or accurately record dietary intakes, thus they relate specifically to a dietary recording and free sugar reducing scenario. Participant interviews detected both internal and external environmental factors contributing to approaches to change. These factors were interrelated to self and community awareness, describing how individuals may utilise knowledge and understanding. Intervention participants reported all themes more than control participants; excepting the sub theme ‘limited impact.’ There were no observable reporting differences between the three intervention groups. Over the 12 -week study period, the positive sub-theme ‘enables’ within the theme ‘power of knowledge’ was more prominent at intervention delivery (week-1) than week-12. Additionally sub themes ‘active’ and ‘empower’ were reported more in those with higher adherence scores. These results suggest that dietary recommendations may need to be adapted to incorporate the stage at which dietary behavioural change takes place, with some focus also on maintenance as well as change. Overall, participant reports revealed that dietary advice needs to be appropriate for the person receiving it, easily understood, applicable, and actively engaging.Our findings, when considered with the wider literature, may help us to better understand attempts to make dietary changes based on dietary advice, and support an individualised approach to dietary management. This greater understanding will help future advice to reduce free sugar intakes, including policy and public health initiatives.

Pulses are a healthy, sustainable, low cost food, but consumption levels are low for a variety of reasons, including practical and cooking concerns. This work aimed to explore barriers and facilitators towards pulse consumption and increasing consumption, and the potential value of cooking suggestions and recipes for changing these perceptions. Two qualitative studies were undertaken. In Study 1, 21 participants (10 males, 11 females, of a range of ages, cooking responsibilities, and experiences with pulses) were interviewed both before and after receiving cooking suggestions and recipes. In Study 2, 12 participants (2 males, 10 females, as above) were interviewed once after trying recipes. Interviews were audio-recorded, transcribed, and analysed using thematic analysis. Seven themes described barriers and facilitators towards pulse consumption: ‘Enjoyment and Sensory properties’; ‘Benefits and Recommendations’; ‘Practical Concerns’; ‘Cooking Concerns’; ‘Compatibility with current diet’; ‘Personal Influences’; and ‘External Influences’. Some similar themes also referred to increasing consumption: ‘Willingness’; ‘Awareness, Knowledge of Benefits’; ‘Knowledge of Cooking and Practical Concerns’; and ‘Compatibility with current diet’. Cooking suggestions and recipe use resulted in themes on ‘Awareness’; ‘Willingness, Trying New Things’; ‘Small Changes’; and facilitators associated with ‘Enjoyment, Sensory Properties, Practical Concerns, Benefits’ and ‘Knowledge, Cooking Ideas and Confidence, Incorporation, Cooking Solutions’. Barriers related to ‘Risk and Preconceptions’; ‘Awareness, but’ inaction and additional considerations were also found. Our findings demonstrate a positive role for pulse consumption for increased experience, familiarity, and confidence with preparing, cooking, and consuming these healthy and sustainable foods.

The aim of this study was to explore and identify why young adults aged between 18 and 30 years in the UK and France do or do not consume dairy products. Several studies have associated dairy products with a healthy diet, and the production of soft dairy, i.e. milk, yoghurt, and soft cheese, as more environmentally friendly than some other animal-based products. Yet recent reports highlight that dairy intake is lower than recommended for health, especially among young adults. Using a qualitative methodology, forty-five participants aged 18-30 years (UK: n = 22; France: n = 23) were asked about their reasons for (non)consumption of a wide range of dairy products. Audio-recorded focus groups and individual interviews were conducted in English in the UK and in French in France, transcribed and coded. A thematic analysis found four themes and sixteen sub-themes (theme product-related: sub-themes sensory, non-sensory, composition; theme individual-related: sub-themes mode of consumption, preferences, personal reasons, knowledge, attitudes and concerns, needs or cravings; theme cultural aspects: sub-themes product categorization, social norms, use; theme market offering: sub-themes alternative, packaging, value for money, availability) to influence participants' dairy (non)consumption in both countries. A seventeenth sub-theme (theme cultural aspects: sub-theme structure of the meal) was found to influence dairy consumption only in France. Further studies are needed to investigate these themes within larger samples, but these findings contribute to understanding dairy (non)consumption in young adults in the UK and France and may aid the development of strategies to improve young adults' diets.

Several studies have shown that consuming dairy products may have a positive impact on reducing the risk of obesity, cardiovascular diseases, and helping maintain gut health, while the production of soft dairy, i.e., milk, yoghurt, and soft cheese, has been linked to lower impacts on the environment than meat. Reports show that, despite its benefits, dairy consumption around the world is lower than recommended, decreasing drastically when young individuals leave school. This study aimed to identify reasons for the consumption of dairy foods among young adults aged 18–30 years old in the UK and France and explore the potential differences and similarities between the two countries. Focus groups and individual interviews were conducted in the country’s language, audio-recorded, and transcribed. Participants were asked about their reasons for consumption of a wide range of products, e.g., milk, fermented dairy, dairy desserts, cheeses, plant-based dairy alternatives. A thematic analysis was performed. The transcripts were coded; themes and sub-themes were generated from codes using an inductive approach. Forty-five young adults (UK = 22) took part in this study; four focus groups and seven individual interviews were conducted in both Bournemouth, UK, and Ecully, France. Four themes (product-related, individual-related, culture, and market offering) and sixteen sub-themes (sensory, non-sensory, composition; mode of consumption, preferences, personal reasons, knowledge, attitudes and concerns, needs or cravings; use, product categorization, social norms; alternative, packaging, value for money, availability) were found to influence participants’ dairy consumption in both countries. A seventeenth sub-theme (structure of the meal) was reported only by French participants. The results of this study suggest there are no big differences in reasons for consumption between the UK and France, but due to the limited sample size, further investigations are needed. An online questionnaire was developed from the results of this study and launched in early 2023, aiming to explore reasons, contexts, and modes of consumption of dairy products among a larger sample of young adults in both the UK and France.