Majority of Brits claim to eat the right amount of red meat

Research from the Agriculture & Horticulture Development Board (AHDB) has revealed that the majority of British consumers believe they eat the correct amount of red meat and do not need to cut back.

The AHDB Consumer Tracker, conducted by YouGov, showed that 55% of respondents felt they consumed the right amount of red meat, while nearly a quarter (24%) said they were not concerned about the amount they ate.

Meanwhile, 6% said they did not eat enough and would try to eat more, while 8% felt they ate too much and would try to eat less.

Our research is encouraging in that the majority of people are content with the amount of red meat they are eating, said Laura Ryan, strategy director for AHDB Beef & Lamb. Its important to remember there are a number of long-term changes in lifestyle and purchase habits that have continued to influence the way in which consumers buy and eat meat.

These include the growth in one- to two-person households and the continued drive for convenience, which our cuts development work continues to address, with initiatives such as the mini roast.

The AHDB Consumer Tracker highlighted that almost three-quarters (73%) of consumers buy their fresh meat pre-packed, while 53% buy from a meat or butchers counter.

Although pricing is a major influencer in shoppers purchasing habits, 63% said they would be willing to pay extra for better-quality meat, with over half claiming that meat with a quality assurance mark was worth paying more for.

The information collected showed that one of red meats greatest selling points was that it is a good source of iron, with 66% of respondents agreeing.

Red meat consumption is often an easy target for critics, unfairly citing negative impacts on health as a reason for falling consumption, continued Ryan. Unfortunately, the positive role red meat plays in a healthy, balanced diet is often overlooked.

Beef and lamb are naturally rich in protein, low in sodium and provide essential vitamins and minerals, contributing towards good health and wellbeing.

According to AHDB, since 2010 UK adults have been advised to keep their daily red meat consumption to an average of 70g.

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