A Blog from the Consumer Lab Hub, University of Bristol

Dr Dani Ferriday, Associate Professor in Nutrition and Behaviour & Consumer Lab Co-I

Katie Bostock, Impact Development Associate & Consumer Lab Manager

Prof Jeff Brunstrom, Professor of Experimental Psychology & Consumer Lab Hub Lead

   

What is Consumer Lab?

Consumer Lab is a UK-wide network dedicated to tackling one of the biggest challenges in our food system: understanding how people make real-world food choices. The hub connects academic researchers with industry partners to de-risk innovation and generate robust insights into everyday dietary behaviour. Instead of relying on controlled laboratory studies, Consumer Lab investigates dietary behaviour in natural settings—homes, cafés, schools, restaurants, and supermarkets—ensuring research reflects the complexities of real life.

A Growing and Engaged Research Community

Since its launch, Consumer Lab has grown into a vibrant national network with over 550 members, including 191 early career researchers (ECRs). The hub brings together experts from universities, food manufacturers, retailers, consultancies, and third-sector organisations, creating a unique space for collaboration that can inform evidence-based food policy. Upskilling ECRs to be ‘industry-ready’ is a core part of the hub’s mission. To date, over 250 ECRs have received Consumer Lab training, and 12 have already led funded projects of their own. This investment equips emerging researchers with the skills and experience needed for impactful careers across academia and industry.

Investing in Real-World Research

Consumer Lab was originally tasked with addressing three major research challenges: (1) developing methods with ecological validity, (2) reaching seldom-heard communities, and (3) understanding the drivers of food choice. Over time, a fourth research challenge – (4) promoting sustainable dietary behaviour—has also emerged. In the sections below, we provide more information about each of the research challenges.

  • Developing Methods with Ecological Validity

One of the defining features of Consumer Lab is its focus on research that captures dietary behaviour in real-world contexts. For example, many funded projects explore food choice in family homes, schools, restaurants, and online shopping platforms. Researchers have also used novel tools and data sources to study population-level behaviour. These include supermarket loyalty card data and digital technologies (e.g., programmable research vending machines, smart glasses and ecological moment assessment techniques) designed to track eating behaviour over time. By supporting these methodological innovations, Consumer Lab enables researchers to gain insight into how food decisions unfold in our daily lives.

  • Reaching Seldom-Heard Communities

A second priority for Consumer Lab is ensuring that research reflects the diversity of UK consumers. Many funded projects have focused on communities that are historically underrepresented in research, including individuals experiencing socioeconomic disadvantage or those with non-standard or irregular hours. Our funding has also enabled researchers to undertake large-scale consumer research that characterises the dietary behaviours of a wide range of ethnic groups. These efforts help ensure that new food innovations and policies are informed by the needs of all communities, not just those that are easiest to reach.

  • Understanding the Drivers of Food Choice

Consumer Lab also invests in research that examines drivers of consumer behaviour across a wide range of real-world environments. Projects have focused on restaurants, supermarkets, schools and online retail environments, and some have used computational models to better predict consumer responses to new products.

  • Promoting Sustainable Dietary Behaviour

Sustainability has become an increasingly prominent theme in Consumer Lab. Several projects focus on understanding how consumers can be encouraged to adopt more environmentally sustainable diets. For example, work has been targeting barriers to adopting alternative proteins, strategies for promoting sustainable choices in restaurants, and ways to develop products that balance environmental goals with consumer preferences. Together, this emerging focus reflects broader shifts across the UK food research landscape, where sustainability is now a key priority.

Turning Research into Impact

From the outset, the hub generated significant interest, and this momentum continues to build year on year. Across four separate funding rounds, Consumer Lab has received 93 expressions of interest or full applications, and, to date, it has funded 25 high-quality projects, including 18 Business Interaction Vouchers, 4 Feasibility Awards, and 3 Flexible Mobility Awards.

Consumer Lab’s funding strategy prioritises early-stage collaborations that can grow into larger, long-term partnerships. To date, around £803K has been invested through its Impact Account, leveraging £1.23M in additional industry match funding (including £1.113M in in-kind support and £117K in cash contributions). The hub has also generated substantial follow-on funding. Projects funded in 2023 alone secured £522,348.37 in follow‑on funding—more than 263% of the original investment.

The Benefits of Bridging Academia and Industry

By combining methodological innovation, strong industry engagement, and support for early career researchers, Consumer Lab is strengthening the connection between academia and the food sector. Although the programme continues to evolve, its achievements already demonstrate the tangible value of collaborative, real‑world research in shaping a healthier and more sustainable food system.

To join Consumer Lab – please visit; https://consumer-lab.bristol.ac.uk/hub-membership/