Consumer attitudes changed due to horsemeat scare, finds research

The horsemeat scandal has already had a profound effect on consumer attitudes to meat, according to new research from independent market research organisation Consumer Intelligence.

An online survey of 2,257 British adults revealed that one in four adults (24%) would buy less processed meat in the wake of the scandal, while 22% said that they would no longer buy any processed meat. Although 24.6% said they were now buying more unprocessed meat, 19% said they would like to, but could not afford to.

One in five (21%) respondents said they would buy less meat in general, with 6% of adults claiming they knew someone who has turned vegetarian as a result of the crisis.

The research also suggested butchers could be set to profit from the crisis, with 61.7% of respondants stating they were more likely to use them to buy meat in the future. Supermarkets appear to have lost the trust of the consumer, with 67% of respondants claiming that they would now trust food labels less.

David Black of Consumer Intelligence said: "Our findings show this scandal has really hit consumers hard, be it through having to change their shopping habits or altering the fundamentals of their diet

"The main issue is about being able to trust that what the label says you’re eating is what you’re actually eating! There are both winners and losers in the fall-out from the scandal and there will be a massive and costly fight by the big brands to regain consumer trust, all to the benefit of the friendly neighbourhood butcher and their local economy."


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