reasons for food choice - physical activity level, celebration/occasion, cost of food, preferences, enjoyment, food availability, healthy eating, income, lifestyles, seasonality, time of day, time available to prepare/ cook, religions and cultures: Buddhism, Christianity, Hinduism, Islam, Judaism, Rastafarianism and Sikhism, ethical and moral beliefs: animal welfare, fair-trade, local produce, organic, Genetically Modified (GM) foods and food intolerances (gluten and lactose) and the following allergies: nuts, egg, milk, wheat, fish and shellfish.