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New Study Urges Promoters to Consider Dietary Needs of Attendees
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By Ryan Moss
- 16 May 2025
- 4 min read
A new study by the University of the West of England (UWE Bristol) has revealed that individuals with dietary requirements are regularly opting out of outdoor events due to the risks they associate with food provision – a decision that is taking a toll on their wellbeing.
Survey Highlights Frustration
The research, led by Clare MacKay, Senior Lecturer in Events Management, and Dr Ed Little, Senior Lecturer in Marketing, surveyed 710 people with medical, religious, and ethical dietary needs. It included individuals who had attended an event in the past 12 months and those who had not.
More than half of respondents (53%) said they had chosen not to attend an event at least once due to concerns related to their dietary needs. Almost half (49%) reported feeling “sad” about missing out, while 56% said they felt “frustrated” by their experience at events.
Clare MacKay explained: “Our research shows that people with dietary needs associate outdoor events with risk, and this makes them anxious. They adopt various strategies to try to cope, including not attending, and this experience has a negative impact on their well-being.”
Audience Habits Are Already Changing
The findings come at a point where more people are choosing to adopt plant-based diets and choose non-alcoholic drinks on a regular basis. A study carried out by Aviva in June 2024 found that 48% of adults planned to stop drinking alcohol or reduce the amount of alcohol they consume over the next year, with 34% stating that the reason for doing this was for physical health.
Events Leading the Way on Inclusive Food Choices
Massive Attack’s forthcoming show at Manchester’s Co-Op Live will offer a fully vegan menu, while Shambala Festival has been meat and fish free since 2016. Previously, 70% of their food offerings on site were meat-free before they made the decision. Gluten-free food and drink options are also available at the festival.
How Can Promoters Adapt?
The study’s authors are urging event organisers to take dietary needs seriously by offering appropriate food options, undergoing training, and improving communication with attendees. They recommend that organisers avoid vague promises like “we cater for all dietary needs,” and instead provide clear, detailed information about what is available. Training staff to understand the range and impact of dietary requirements – whether for health, ethical or religious reasons – is also crucial.
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