This survey explored the British public’s attitudes towards meat consumption, showing trends toward reduction and openness to reduction of meat intake.

[Abstract excerpted from original source.]

“Eating Better commissioned YouGov to survey the British public’s awareness of the impacts of meat consumption and their attitudes towards Eating Better’s message of ‘less and better’ meat for a fairer, greener, healthier future. The research, conducted in September 2013, comprised a representative sample of 1819 GB adults.

Key findings:

• A quarter of the British public (25%) has cut back on meat in the past year [Q1].
• Over a third (34%) of people are willing to consider eating less meat in the future [Q2] compared to those who are not willing (30%). Ready meals/ready-to-eat foods (38%) and processed meats (34%) are more likely to be off the menu [Q3], lending weight to the view, after the horsemeat scandal, that foods containing cheaper meats are less healthy, of unknown origin and poorer quality.
• There has been a large increase in awareness of the significant environmental impacts of producing and eating meat from just one in seven people (14%) in a YouGov survey for Friends of the Earth in 2007 to nearly one in three (31%) in 2013.
• A generational shift in the traditional British diet is indicated by a dramatic increase in awareness of the environmental impacts of meat eating among young people from just 8% in 2007 to 40% [Q5]. One in six young people (17%) say they don’t eat any meat, nearly three times the survey average [Q1].
• Concern for animal welfare is the top reason for people considering eating less meat, ahead of saving money, food quality/safety, health and environmental concerns [Q4].
• Despite rising food prices, around half of those surveyed said they would be willing to pay more for ‘better’ meat if it tastes better, is healthier, produced to higher animal welfare standards or provides better financial returns to farmers [Q6]. Willingness to pay more was not restricted to ABC1 social grade groups [Q6].
• The survey found support for more information, education and better labelling including country of origin and how animals are reared [Q7]. Two out of three people (67%) agreed it is hard to tell which meat is more environmentally friendly [Q8].”