A shift away from diets reliant on animal-based foods is underway, but not as quickly as political goals and international guidelines advocate. In Europe, it is estimated that up to ¾ of consumers regularly eat meat, fish, and chicken, while only a minority are vegetarian or vegan. Food choices, which are complex and habitual, are difficult to change. The importance consumers attach to different food choice motives is a good predictor of dietary behaviour and is underused as a source of inspiration for initiatives that can promote a sustainable food transition. In this talk, we present online survey data from >5000 adults living in the United Kingdom who self-identified as one of various dietary styles (incl. omnivore, flexitarian, vegetarian, and vegan) and scored the relative importance they placed on 11 different food choice motives (taste, affordability, health, freshness, naturalness, convenience, animal welfare, environmental sustainability, social sustainability, weight management, familiarity). Among omnivores, food choice decisions were primarily driven by taste, health, freshness, and affordability. Taste was ~10 times more important than environmental sustainability. Flexitarians who reported reducing their meat intake or avoiding red meat had very similar food choice motives to omnivores. For vegans (<5%), animal welfare was the most important food choice motive, followed by health and environmental sustainability. For this group of consumers, the importance placed on taste and affordability was significantly reduced. Vegetarians and pescatarians also placed relatively higher importance on animal welfare and environmental sustainability. The study findings will be presented in detail, while leaving room for a reflection on the minor importance of environmental sustainability, the need to leverage health and freshness as drivers of dietary changes and the value of promoting flexitarianism as a dietary style.